Fairtrade Fortnight survey
Ethical products ‘too costly’ say shoppers
The survey also found that 13% of consumers “don’t trust claims” made about ethically-sourced products.
The figures are revealed at the start of Fair Trade fortnight and contrast with the claim by a majority of Scotland’s local authorities to have fair trade status.
Quality of products is a regarded as the most important factor (88.8%) when considering where to shop, followed by price (86.4%), location (70.2%) and then the ethical credentials of the store (48.5%).
The survey, commissioned by the Fairtrade Foundation ahead of Fairtrade Fortnight beginning today, found that more than half (50.3%) were unaware of exploitation in the food chain while almost a quarter (24.2%) of consumers admit to never thinking about who produces their food and drink.
Only 9.3% of the survey admitted to ‘always’ thinking about who produces their food and drink.
The most purchased Fairtrade product is coffee (46.6%), just ahead of bananas (46%) with sugar at 29.8%.
Research by the Scottish Fair Trade Forum suggests a more positive approach to ethical products, pointing to 60% of consumers choosing Fairtrade products at least once a month.
Scotland was recognised as a Fairtrade Nation in 2013 after all cities and a majority of our local authorities gained Fairtrade status.
More than 80% of Scottish councils are now recognised as Fairtrade areas, along with around 100 Fairtrade communities around the country.
Fairtrade Fortnight runs from 26 Feb to 11 March and is a national celebration of the positive impact that Fairtrade has on the world.