© nfpSynergy People and Planet Telephone: (020) 7426 8888 Web: .
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© nfpSynergy
People and Planet
Telephone: (020) 7426 8888Web: www.nfpsynergy.net
© nfpSynergy
Methodology
Fieldwork dates:
Sample:
Methodology: Online survey
Data:Fieldwork carried out by nfpSynergy
2
© nfpSynergy
Q1,2,3 Basic demographic of respondents
Male, 34%
Female, 66%
14-16, 16%
17-18, 20%
19-21, 22%
22-25, 18%
25+, 24%
White British, 76%
Black, 3%Asian, 4%
Mixed 4%
Other white 9%
Other 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gender Age Ethnic Background
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Q4. Which of the following best describes your current situation?
1%
3%
15%
20%
27%
34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Training
Not working
At School
At College
Working
At University/Higher EducationInstitution
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What do you understand about Fairtrade?
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Q5. How much you agree or disagree with each statement as an important part of how Fairtrade
works.
39%14% 38%
41% 28%
54%21%
49%
30%
6%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Fairtrade meansthat farmers get ahigher percentage
of the price than fornon-Fairtrade
products
Farmers sellFairtrade productsfor very different
amounts each year
Fairtrade productshave higher
environmentalstandards
Buying Fairtradeshows that you
support thestruggles of poor
farmers
Workers at allstages of Fairtrade
production are fairlytreated
StronglyAgree
Agree
Don't know/not sure
Disagree
StronglyDisagree
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Q6.Which (if any) of the following do you think benefit from Fairtrade?
17%
27%
39%
47%
50%
56%
75%
96%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Workers in rich countries
Major companies like Starbucksand Nestle
Supermakets and retailers
The global environment
Workers in factories
The environment in poorcountries
Workers in plantations
Farmers and small produceresin poor countries
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What do you understand about Fairtrade products?
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Q7. Which of the following products do you think
are sold with the Fairtrade label?
13%5% 4%
25%13%
6% 11%
81% 95%64%
76%
3%4%
19%
95%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Fresh fruit Tea/ coffee Chocolate Other foodand drink
Clothing Electricalgoods
Any kind ofproduct
Definitely
Probably
Not sure
Probably not
Definitelynot
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Q8. How often do you or someone in your family
or house, buy Fairtrade products?
37% 38%47% 43% 20%
3%
19%
41%28%
19%
4%
1%
17%
-8% -9% -8%-12%
-23%-67%
-22%
40%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Fresh fruit Tea/ coffee Chocolate Other foodand drink
Clothing Electricalgoods
Any kind ofproduct
Lots(weekly)
Sometimes(monthly)
Don't know
Rarely(yearly)
Never
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Q9. Where do you buy your Fairtrade products?
(please tick all that apply)
95%
59%
48%
38%
28%
5%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Local church/place of worship
On the internet
Your school or university
Oxfam Stores
Local Shops
Supermarket
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Why do you buy or might you buy Fairtrade?
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Q10. Why do you buy your Fairtrade products?
(Please rate these factors by how important they are to you)
25%
39% 22%
26%23%
64%
13%
54% 66%39%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Because supportingFairtrade is a goodway of reducingpoverty overseas
The quality of theproducts is as goodas, or better than
non-Fairtradeproducts
It's as cheap asnon-Fairtrade
products
It sends a messageto the governmentthat most trade is
unfair
It sends a messageto companies that I
want them toincrease their
practise of Fairtrade
Veryimportant
Quiteimportant
Neutral
Not thatimportant
Notimportant atall
© nfpSynergy
Q10 (cont.) Why do you buy your Fairtrade products?
(Please rate these factors by how important they are to you)
27%
36%
33%
8%
60% 54%
73%
38%
-20%
0%
20%
40%
60%
80%
100%
Because Fairtradeproducts are fairer for
everyone
Fairtrade has highenvironmental standards
Because buying Fairtradeis a way in which I can
do my bit
Other
Veryimportant
Quiteimportant
Neutral
Not thatimportant
Notimportant atall
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Q11. Which of the following things would you like to see happen in the future?
(please tick a box for each idea)
25%
31%28%
23% 19%
61% 41% 62% 64%33%
-40%
-20%
0%
20%
40%
60%
80%
100%
Fairtrade productsshould reduce their
impact on theenvironment
All Fairtradecompanies shouldbe owned by their
workers
All school uniformsshould be required
to be Fairtrade
All retailers shouldsell Fairtrade
products
Cadburys andNestle should haveto make all their
chocolate fairtrade
Definitely
Probably
Not sure
Probably not
Definitelynot
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Your opinions on companies
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Q12. How much do you agree with the following statements about corporations?
53%
16%15%
41%27%
12%
9%
40%58%
-15%-32%
-5% -2%
80%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Corporations arebecoming more
socially &environmentally
responsible
Corporations coulddo much more to
reduce theirnegative impacts
Corporations arealready socially &environmentally
responsible
Corporation arevery good at givingthe impression ofbeing socially andenvironmentally
responsible
Corporations abusetheir power leading
to social andenvironmental
problems
StronglyAgree
Agree
Don't know/not sure
Disagree
StronglyDisagree
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Q13. In which of the following areas do you think companies most need to improve their
behaviour?(please select up to three options)
5%
91%
76%
61%
49%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Increasing the range and volumeof Fairtrade goods they sell
Upholding employment lawsoverseas
Paying fair levels of tax for theprofit they make
Reducing their impact on theenvironment through reduced
transport or more energy efficientproducts
Ensuring that local workers inpoor countries have a fair deal
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Q14. Which (if any) business sector are you
concerned about?
1%
2%
3%
5%
8%
9%
10%
21%
41%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
None of these
Retail sector
Pharmaceutical industry(medicines etc.)
Banks and the financial sector
Energy and mining companies
Clothing and garment industries
Food and agricultural industry
Other
All industries are equally bad
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Q15. How much do you agree/disagree with the following statements about the
relationship between companies and governments?
35% 37% 27%35%
20%
8%
14%40%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Companies have morepower than governments
Companies have toomuch influence ongovernment policy
Goverments are able tocontrol Companies
Governments are betterthan Companies at
protecting human rightsand the environment
Column 9
StronglyAgree
Agree
Don't know/not sure
Disagree
StronglyDisagree
© nfpSynergy
Q15 (cont) How much do you agree/disagree with the following statements about the
relationship between companies and governments?
9%36% 33%3%
18%
-36%
-11% -15%
17%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Companies are better thangovernments at protecting human
rights and the environment
Charities (like the FairtradeFoundation) are better at
changing companies behaviourthan the government
Ordinary people can influence bigcompanies more effectively than
they can governments
StronglyAgree
Agree
Don't know/not sure
Disagree
StronglyDisagree
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Your opinions
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Q16. How do you think you can influence the behaviour of corporations? (please tick all that
apply)
75%
60%
48%
31%
18%
28%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I feel I can influence the behaviourof multi-national corporations
directly
I feel I can influence the behaviourof UK corporations directly
I feel I can influence what the UKgovernment does to control
corporations
The best way to change the worldis to change corporate behaviour
globally
The best way to change the worldis to start locally
I can make a difference in the livesof people in the developing
countries and to the environmentby what I choose to buy
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