Fairtrade is as good as it sounds

Fairtrade is well known

Fairtrade is no longer a foreign word for three quarters of consumers - they have already heard about Fairtrade. Almost everyone knows that it is about fair prices for the producers of products and that the Fairtrade label covers a very wide range of products, not just food.

Consumers associate Fairtrade very strongly with terms such as “sustainable” and “ecological”. There are many different seals that promise Fairtrade, but only products with the original Fairtrade seal meet Fairtrade standards. With all other seals, it is not guaranteed how high the fair share is. Of the consumers who consciously buy Fairtrade products, only a third can name a Fairtrade label. However, 70 percent of the time the original “FAIRTRADE” seal is named.

Fairtrade products have meanwhile found their way into normal trade channels. Supermarkets come first, every second respondent buys Fairtrade products in supermarkets. In second place are the Fairtrade shops and world shops where the trade in fair products began. The organic store / supermarket is in third place, just behind the discounters with 32 percent. Two thirds of consumers consider supermarkets and discounters to be a trustworthy address when it comes to Fairtrade products.

Products that are bought in Fairtrade

Women and older consumers buy more Fairtrade products than men and younger consumers, even though Fairtrade products are equally known to men and women of all age groups.

First and foremost, Fairtrade products are bought in order to improve working and living conditions in third world and emerging countries. 20 percent of consumers even regularly support fair trade by using certain Fairtrade products on a regular basis.

In June 2012 Dialego asked a total of 1,000 consumers in Germany about Fairtrade in a representative survey.