Consumers all over the world are staying loyal to Fairtrade as the most visible and trusted ethical label, according to new research findings released by GlobeScan and Fairtrade today.
Close to three in five (56 percent) shoppers surveyed in 12 countries said they were willing to pay more for a Fairtrade product, despite the increased cost of living. While consumers are increasingly concerned about rising food prices, small-scale farmers also face skyrocketing fuel, transport and fertiliser costs, putting their livelihoods even further at risk.
“It is encouraging that shoppers are staying committed to sustainability values even during hard times, to support farmers and workers getting a fair income,” said Sandra Uwera, Global CEO of Fairtrade International. “The global cost of living crisis is squeezing both consumers and producers, but this survey shows that many people still put ethical considerations high on the list when they go shopping.”
Despite recent indications of an overall dip in consumers’ willingness to choose “purposeful” brands, Fairtrade appears to be bucking the trend when it comes to ethical shopping choices, with more people saying they regularly buy Fairtrade products than the last survey in 2021. Forty-four percent buy at least one Fairtrade product per month, up three percentage points from two years ago.
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