Only 3% of all respondents who regularly buy coffee said they wouldn't change brands if they thought others were more ethical. This contrasts with 24% who definitely would switch brands and a massive 73% who don't know.
The high percentage of 'don't knows' indicates that many of the 1174 people who took part are not clear about what Fair Trade is (a system in which a premium price is paid by the consumer and more of the profits go to the grower instead of the middle man).
Most respondents (45%) did not know if they had ever bought Fair Trade products.
Last week, Oxfam published a coffee report accusing Nestle, Procter & Gamble, Sara Lee and Kraft of impoverishing 25 million farmers in poor countries.
FAIR TRADE
Have you ever bought any Fair Trade products?
Yes 22% No 33% Don't know 45%
Would you change your coffee brand if you thought it was undercutting
third world farmers and other brands were more ethical? (all respondents
that would normally buy coffee)
Yes 24% No 3% Don't know 73%
(those who had bought Fair Trade before)
Yes 95% Don't know 5%
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