Analysis

Harvard, LSE and MIT research shows value of Fair Trade logo and ethical labelling (May 2011)

May 2011

A research partnership with a major national retailer in the US showed rapid growth in demand for Fairtrade-labelled products. 

Findings included:
The US Fair Trade Certified label alone has a large positive impact on sales.
Sales of the two most popular bulk coffees sold in each of the 26 test stores increased by up to 13 percent when labeled as Fair Trade Certified coffee.
Many consumers are willing to pay up to 8% more for a product bearing the Fair Trade logo.
The findings are consistent with a 2010 Globescan study. This revealed that 75 percent of consumers said Fair Trade certification makes them feel “very positive or positive” about products and 30 percent said Fair Trade is “likely to increase their purchase interest”.
Source: Fair Trade USA
http://www.fairtradeusa.org/

A research partnership with a major national retailer in the US showed rapid growth in demand for Fairtrade-labelled products. 

Findings included:

  • The US Fair Trade Certified label alone has a large positive impact on sales.
  • Sales of the two most popular bulk coffees sold in each of the 26 test stores increased by up to 13 percent when labeled as Fair Trade Certified coffee.
  • Many consumers are willing to pay up to 8% more for a product bearing the Fair Trade logo.

The findings are consistent with a 2010 Globescan study. This revealed that 75 percent of consumers said Fair Trade certification makes them feel “very positive or positive” about products and 30 percent said Fair Trade is “likely to increase their purchase interest”.

Source: Fair Trade USA

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