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Fairtrade in Switzerland: 81% trust the label of justice!
A recent survey shows that 92% of Swiss people know the Fairtrade label and 81% trust it.
Fairtrade in Switzerland: 81% trust the label of justice!
A recent survey by Southeastern Switzerland proves that the Fairtrade label enjoys a high level of awareness and trust in Switzerland. Accordingly, 92 percent of those surveyed know the Fairtrade label, while 81 percent have confidence in its quality. What is particularly noteworthy is that 74 percent of survey participants perceive the brands that have been awarded the Fairtrade label positively to very positively.
The survey has been conducted every two years since 2008 Fairtrade and GlobeScan performed. Over 12,900 people from a total of 13 countries took part in this latest survey. A notable finding is that the younger target group, particularly those aged 25 to 34, make up a high proportion of buyers of Fairtrade products. 68 percent of this age group buy Fairtrade regularly, while 28 percent do so occasionally.
Purchasing behavior and social responsibility
The survey also shows that 60 percent of those surveyed are willing to pay more for products in order to secure a fair price for producers. Fairtrade is strongly associated with social commitment. A third of participants see labor rights, safe conditions and better living standards as important aspects that are promoted by Fairtrade.
In addition, an overwhelming majority of 62 percent of consumers feel part of a community for fairness and justice by purchasing Fairtrade products. This association is also supported by Fairtrade's environmental work, which includes protection against deforestation and the preservation of biodiversity.
Meaning of the Fairtrade label
The Fairtrade label is a seal of quality from the Max Havelaar Foundation that, since 1992, has identified products that are produced under strict social, ecological and economic conditions. The foundation was founded by aid organizations to offer small farmers and workers in the global south a better life perspective. These values also appear to be gaining importance among consumers, who are increasingly recognizing the Fairtrade label - three out of four consumers identify it more often than other leading labels.
In Hesse's survey, the Fairtrade label remains a key factor for consumers who are not only looking for high-quality products, but also for purchases that promote social and environmental justice.