Godwill Enow-Ebot , pp. 97. MAM/Sektionen för Management, 2011.
Consumer perception and purchase of fair trade products have been a topic of intrigue for researchers for a long time, because of the complexities involved in accurately measuring why and how consumers go for ethical goods. Previous research has attributed the fair trade concept to be of interest to only a small group of usually ethically minded consumers, and recently to more highly educated high income women. These issues and others relating to fair trade have been investigated in this research with some interesting findings.
The research tried to find the perceptions of ethical and non ethical consumers to the fair trade concept, looking at their understanding of the whole concept and what makes them buy or not buy fair trade products and what improvements could be done about it. To get these perceptions, data was collected through questionnaires from these groups and analysed using the statistical tool SPSS.
The studied showed a marked improvement from the general public, especially from men to their awareness of the fair trade concept and their willingness to purchase more fair trade products, provided there was complete understanding of the concept and a guarantee that the fair trade principles are met.
It was recommended that increase education, transparency and a concerted effort to involve mainstream retailers in the process was a good way forward in increasing the sale of fair trade in the UK.
The general impression gathered was that of hope and expectation that if these conditions are met, fair trade purchasing will do better than it is doing now.