Fairtrade logo has an influence on purchasing

Almost 54% of respondents to MarketingWeek.co.uk’s latest poll believe the Fairtrade logo has an impact on consumers’ shopping behaviour; but 46% say it does not persuade people to buy an item.

Fairtrade Foundation, the charity behind the certification, is currently in talks with retailers and companies about backing its Fairtrade Fortnight 2010 between 22 February and 7 March.

It wants them to make it easy for shoppers to choose Fairtrade goods, using the theme of “The Big Swap” to encourage consumers to swap items such as tea, coffee, chocolate, bananas, cakes, sugar and a host of other products for Fairtrade goods.

However, when asked if the Fairtrade mark would have any impact on their shopping decisions, MarketingWeek.co.uk’s poll shows the influence of the Fairtrade logo on products has split readers. Just over half (53.8%) look for the logo, while 46.1% say it isn’t of interest to them.

Last week, KitKat was named as the first Nestle chocolate to carry the Fairtrade mark on its packaging from January. The move follows Cadbury’s partnership with the Fairtrade Foundation in Britain and Ireland, which saw Fairtrade Cadbury Dairy Milk bars go on sale in July.

Cadbury celebrated its Fairtrade certification with the release of a music single from its TV ad, which was cleared of offence by the Advertising Standards Authority over claims of racial stereotyping.

Fairtrade Foundation executive director Harriet Lamb says/ “Mainstream brands bring the critical mass that is needed to tip the balance of trade in favour of disadvantaged cocoa farmers.”

KitKat is the latest mass market brand to take up the Fairtrade mark. Does the Fairtrade mark have any impact on your shopping decisions?

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