Fairtrade Foundation: Consumer insight
- Fairtrade Foundation
- Start date:
- June 2011
- September 2011
Fairtrade has been hugely successful in recent years, through a combination of campaigns, activism and a growing array of Fairtrade products. Surveys consistently show that the public is very familiar with the Fairtrade certification scheme, and – importantly – has a high level of trust in the Foundation.
The Fairtrade Foundation appointed Brook Lyndhurst to undertake a programme of consumer research, to build on their success by further enabling people to turn their ethical concerns into practical actions.
Using a mixture of qualitative and quantitative techniques, we explored public perceptions of ‘Fairtrade’ and sought to ascertain who buys Fairtrade products and why. The results were used to advise the Foundation on how to convert high levels of consumer awareness and trust into action over the coming years.
Ten years ago, Brook Lyndhurst commissioned MORI to survey a representative sample of 1,000 adults. One of the things we asked back then was: “To what extent do you think it would fair or unfair for the government to charge a lower rate of VAT on energy efficient products and a higher rate of VAT [...]
More sustainable consumption is likely to mean ‘buying less stuff’ – or, more specifically, acquiring fewer products that deplete finite material resources. If people are to maintain their lifestyles, this will mean changes such as renting goods rather than buying them, and buying second-hand or reconditioned goods rather than new ones. Our recent survey* results [...]