Bananas: consumer research

Client:
The Fairtrade Foundation
Start date:
January 2014
Completed:
February 2014

The Fairtrade Foundation’s 2014 Fairtrade Fortnight campaign – Make Bananas Fair – aims to raise awareness of the current low price of bananas, and the impact of this on the levels of poverty faced by banana farmers and workers. In support of this campaign, Brook Lyndhurst was commissioned to conduct a survey of consumers in Great Britain, to identify:

  • levels of awareness of the current low price of bananas;
  • the extent to which consumers care about the conditions faced by banana farmers and workers; and
  • whether consumers would be willing to pay more for their bananas if it led to an improvement in those conditions.

A nationally representative survey of just over 2,000 respondents was conducted, using ICM’s online omnibus. The research has been used to support campaign activities over the course of Fairtrade Fortnight, as well as the Fairtrade Foundation’s dialogue with retailers and the Government. Details on the results of the survey can be found here.

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