The response of retailers, catering establishments and consumers to Fairtrade: a study in Garstang.

Abstract

The Fair Trade movement in the UK has developed considerably in the last ten
years with a significant increase in the sale of Fairtrade products and the growth
of Fairtrade Towns, churches and academic institutions. This dissertation
describes a study in Garstang, Lancashire which investigated the response of
food retailers, catering establishments and consumers to Fair Trade. The study
sought to establish the extent of Fairtrade activities amongst food retailers and
catering establishments and the motivations behind their decisions. It also aimed
to establish how far consumers were aware of Fair Trade, whether they
supported the principles behind the movement and whether their purchasing
behaviour reflected their attitudes and beliefs.
The study found those retailers and catering establishments who engaged in
Fairtrade activities did so to support producers in the developing countries and as
part of their corporate social responsibility. They were also influenced by
Garstang’s Fairtrade Town status and considered that sales of Fairtrade products
had increased since the town was awarded this title.
The consumer survey showed a general awareness of Fair Trade and a support
for the principles behind the movement. Purchasing behaviour was more
complex and showed that people did not consistently put their ethical views into
practice. When it came to making choices consumers were more often
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motivated by their established shopping habits, whether the Fairtrade product
gave them exactly what they were looking for and whether it was value for
money.
The dissertation concludes that Fairtrade Towns are an important vehicle for
raising awareness and increasing the demand for Fairtrade products.