I can’t go anywhere in Europe or America without bumping into a Fairtrade product, usually coffee or tea, but as this recent survey from goo Research into Fairtrade found that even awareness of the system was pretty thin on the ground.
Demographics
Between the 27th and 30th of August 2010 2,350 members of the goo Research monitor group completed a private internet-based questionnaire. The sample was exactly 50:50 male and female, and similarly the age groups were evenly split with 20.0% in each of the age bands from twenties to the over-sixties.
I did reference Fairtrade once before, and I can remember somewhere seeing a Fairtrade logo on perhaps a chocolate product; certainly not a speciality brand nor a eco-brand, just a pretty normal mass-market product.
Research results
Q1: Do you know about “Fairtrade”? (Sample size=2,350)
| Know about the details (to SQ1) |
16.0% |
| Just heard the name |
27.1% |
| Don’t know it at all |
56.9% |
By age for both sexes, younger people were more aware of the details, and although men in their twenties had higher awareness than women in their twenties, for all other age groups it was women who were more aware than men.
Q1SQ1: Have you ever bought Fairtrade products? (Sample size=377)
Q1SQ2: Where have you bought Fairtrade products? (Sample size=184, multiple answer)
| Natural foods shop |
29.9% |
| Internet |
28.8% |
| Coffee shop, cafe |
21.7% |
| Fairtrade shop |
20.1% |
| Bric-a-brac shop |
20.1% |
| Supermarket |
17.4% |
| Department store |
8.2% |
| Co-operative |
4.3% |
| Event marketplace |
3.3% |
| Convenience store |
2.2% |
| Other |
10.9% |
Q1SQ3: What kinds of Fairtrade products have you bought? (Sample size=184, multiple answer)
| Foodstuffs |
88.0% |
| Accessories, bric-a-brac |
26.6% |
| Clothes |
21.2% |
| Bath, toilet products |
8.7% |
| Other |
2.7% |
Q1SQ4: For what reasons did you buy Fairtrade products? (Sample size=184, multiple answer)
| Because I liked the product itself |
68.5% |
| Because I can contribute to international co-operation |
55.4% |
| Because I can contribute to protecting the environment |
26.1% |
| Because they are good quality |
21.7% |
| Because they are cheap |
6.0% |
| Because friends, family recommended them |
4.3% |
| Other |
3.3% |
Q1SQ5: For what reasons have you not bought Fairtrade products? (Sample size=193, multiple answer)
| Because there are no shops that sell Fairtrade products close at hand |
54.9% |
| Because products I want to buy are not Fairtrade products |
46.1% |
| Because I don’t know which are Fairtrade products |
31.1% |
| Because I don’t know where I can buy Fairtrade products |
30.6% |
| Because they are expensive |
22.3% |
| Because I’m not interested in Fairtrade |
6.2% |
| Because I don’t agree with the rationale behind Fairtrade |
3.6% |
| Because I don’t like their designs |
2.6% |
| Because I feel unsure about their product quality |
1.0% |
| Other |
0.5% |
Q2: Would you want to buy Fairtrade products in the future? (Sample size=2,350)
| Want to (to SQ) |
7.8% |
| Perhaps want to (to SQ) |
49.6% |
| Perhaps don’t want to |
34.0% |
| Don’t want to |
8.6% |
Q2SQ: How much of a price difference from average prices would you be prepared to pay for Fairtrade products? (Sample size=1,349)
| Over 30% more |
9.0% |
| Up to 30% more |
11.0% |
| Up to 20% more |
25.0% |
| Up to 10% more |
26.2% |
| About the same price |
26.2% |
| Only if it were cheaper |
2.7% |
I can’t go anywhere in Europe or America without bumping into a Fairtrade product, usually coffee or tea, but as this recent survey from goo Research into Fairtrade found that even awareness of the system was pretty thin on the ground.
1 Comment
Majority of Japanese ignorant of Fairtrade | 世論 What Japan Thinks · April 18, 2013 at 22:38
[…] goo Research conducted a detailed survey into Fairtrade products. For reference, similar questions were asked by goo Research two and a half years ago. […]