Who Buys Fair Trade and Why (or Why Not)? A Random Survey of Households
We conduct a random survey of Michigan (United States) households to gauge consumer behavior toward, and awareness of, fair trade. Around 58% of respondents have heard of fair trade and just over a quarter have knowingly purchased a fair-trade product. Of the 38% of respondents who indicated a willi...
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Published in | The Journal of consumer affairs Vol. 48; no. 2; pp. 418 - 430 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
Malden, USA
Wiley Periodicals, Inc
22.06.2014
Wiley-Blackwell Blackwell Publishers Ltd Blackwell Publishing Ltd |
Subjects | |
Online Access | Get full text |
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Summary: | We conduct a random survey of Michigan (United States) households to gauge consumer behavior toward, and awareness of, fair trade. Around 58% of respondents have heard of fair trade and just over a quarter have knowingly purchased a fair-trade product. Of the 38% of respondents who indicated a willingness to pay a premium for a fair trade product, the median premium they were willing to pay was around 20%. We find that those who are politically liberal, female, younger, and have attained higher levels of education are willing to pay higher premiums for fair trade, other factors held constant. Respondents who are unwilling to pay a fair trade premium are divided between not doing so because of a belief that all voluntary trade is already fair and a fear of potential unintended negative consequences on workers. |
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Bibliography: | ark:/67375/WNG-V0XP2JDJ-V istex:D207DA8DDB6FBF02DDD3DE0EF17D7D71DDC409C9 ArticleID:JOCA12025 |
ISSN: | 0022-0078 1745-6606 |
DOI: | 10.1111/joca.12025 |