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Fairtrade International GlobeScan Consumer Study 2015 Global Findings – Guide to Shareable Data 2015
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Awareness and Familiarity
3
4
By country, all respondents, “seen often” and “seen occasionally”, 2015
66
70
69
65
53
46
34
15
12
11
10
6
7
8
3
27
23
19
23
30
36
22
29
26
21
21
21
17
14
11
93
92
88
87
83
81
55
44
38
32
31
28
23
22
14
UK
Austria
Switzerland
Ireland
Germany
Sweden
France
Spain
India
Canada
US
Poland
South Korea
Japan
Slovakia
Seen often
Seen occasionally
Frequency with which Consumers Have Seen the Fairtrade Mark
5
By country, all respondents, “very familiar” and “somewhat familiar”, 2015
Familiarity with the Fairtrade Mark
42
37
41
26
30
23
11
7
8
11
8
8
5
6
3
42
44
39
42
37
41
31
27
25
20
19
19
19
18
12
Austria
UK
Ireland
Germany
Switzerland
Sweden
Spain
Poland
South Korea
France
India
US
Canada
Japan
Slovakia
Very familiar
Somewhat familiar
6
Products Recalled with the Fairtrade Mark
60
48
42
31
17
16
14
Coffee
Chocolate/cocoa
Bananas
Tea
Cotton products(e.g., clothing)
Sugar
Flowers/plants
Please share country results
where available rather than
global averages. Country
results can also be tracked
back to 2011 data where
available and this can be
shared externally to show
increases between 2011 and
2015.
Global tracking data cannot be
shared externally due to
different mix of countries
included.
Global averages, base of respondents who have seen the Mark, 2015
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Trust and Perceptions of Fairtrade
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By country, all respondents, “a lot of trust” and “some trust”, 2015
Trust in Fairtrade Mark – Nationally Representative
87 86 85 83 80 79
72
61 60 57
54 49
43 40
32
9
By country, subsample of respondents who have seen the Mark only, “a lot of trust” and “some trust”, 2015
Trust in Fairtrade Mark – Consumers Who Have Seen the Mark
93 92 91 91 90 89 89 89 88 87 86 85 82 81 81
10
78
73
68
62
61
58
54
52
48
42
Fair price paid to producers
Helps farmers/workers in developing countriesescape from poverty
High standard of human rights
Safe working conditions
No child labour
Ingredients from small-scale farmersin developing countries
Extra money to producers (Fairtrade Premium)
Supports farmers to reduce impactof climate change (new in 2015)
Minimal/no environmental damage
Wildlife conservation
Perceptions of Fairtrade: Benefits for Producers
Note: 4+5 on a scale of 1 to 5 where 5 is “Describes very well” and 1 is “Does not describe at all”
Base: Those who are “Not very,” “Somewhat” or “Very familiar” with what the label represents
Please share country results
where available rather than
global averages. Country
results can also be tracked
back to 2011 data where
available and this can be
shared externally to show
increases between 2011 and
2015.
Global tracking data cannot be
shared externally due to
different mix of countries
included.
Global averages, respondents who are familiar with the Mark, “describes” mark (4 and 5 on 5-point scale),
2011 and 2015
11
71
61
61
58
52
51
49
45
Makes it easy for me to decideif product is ethically produced
High quality
Reflects my personal values
Label I am proud to be seen with
Certified by independent,third-party organisation
Good for my health/family
Good value for the price
Available in many stores
Note: 4+5 on a scale of 1 to 5 where 5 is “Describes very well” and 1 is “Does not describe at all”
Base: Those who are “Not very,” “Somewhat” or “Very familiar” with what the label represents
Please share country results
where available rather than
global averages. Country
results can also be tracked
back to 2011 data where
available and this can be
shared externally to show
increases between 2011 and
2015.
Global tracking data cannot be
shared externally due to
different mix of countries
included.
Characteristics of Fairtrade: Consumer Experience
Global averages, respondents who are familiar with the Mark, “describes” mark (4 and 5 on 5-point scale),
2011 and 2015
12
Which attributes drive trust in the Fairtrade Mark?
Each Country Report (with the exceptions of India and Slovakia) contains an analysis of the drivers of trust and an
explanation of these. Each NFO can share their own drivers of trust one-on-one with partners/ stakeholders as
appropriate. Please consult the full explanation in each report before sharing.
Focus High
Leverage
Manage Maintain
Importance
of attributes
in driving
TRUST in
Fairtrade
Association between each
attribute and Fairtrade
High Leverage: key strengths which are highly associated
with Fairtrade and have a strong impact on trust
Focus: areas for improvement, with high impact on trust, on
which Fairtrade is perceived to perform less well
Manage: attributes to deprioritise, with low impact on
trust and low association with Fairtrade
Maintain: aspects with low impact on trust but a high
level of association with Fairtrade
