1. Fair Trade & Consumerism
Research Purpose: Explore the Reasons Why Northern Consumers Purchase Fair Trade Products
Key Principles of Fair Trade:
• In opposition to the conventional marketplace.
• Aims to bridge the gap between Southern Producers and Northern Consumers.
• Products sold within the market, are to be respectful, dignified, and above all fair to each stakeholder.
Key Conclusion:
Global North’s
Fair Trade trend
is not reflective
of general
consumer
habits;
corporates are
shown to be
influencing the
market.
Loyal Consumers11%
Are willing to change to
purchasing habits in order to
appeal to good intentions.
Fair Trade Today
Unprecedented
Growth
Minimal Financial
Impact
• Fair Trade products have been
sold in thousands of ‘World Shops’,
supermarkets etc. in the North at a
groundbreaking rate.
Ex. Pacific Rim and North
American markets increased
sales by 40%.
Ex. Since 2000, the Fair Trade
movement has increased sales
by 20%.
Ex. Co-operative News: details
consumer sales of Fair Trade
between 2013-2014 are 6.61
billion dollars worldwide.
• Fair Trade products represent less
than 1% of international trading
today.
• Glass ceiling may have been reach in
maturer markets.
Ex. Switzerland, Germany,
and the United Kingdom.
Identified by the
European Free Trade
Association (EFTA).
• Word-Deed Gap
Of the 30% of consumers who
say they will purchase Fair, only
3% do
Intermitted
Consumers
40%
Are typically benevolent
and idealist,
but not very different,
from the average
consumer. 1/2 of these
who like Fair Trade, do
not buy items. Present
Controversy: Price vs.
Goodness
Non-
Consumers
49%
Motivations for not
purchasing Fair Trade is
unclear. 3 possible
arguments: Economic
Rationalist, Economic
Development Reality,
Government Dependency.
Significance: Important to
consider the role of Corporate
Social Responsibility and its
influence on Consumer
Sovereignty.
Ex – Paradox: Consumer Behavior

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