Fairtrade regularly conducts research to monitor recognition and trust in the FAIRTRADE label, and understand current trends in consumer research. Fairtrade America is proud to release our latest round of research conducted by GlobeScan.
Interest in environmental labels continues to surge as consumers demand more from companies. Awareness of organic and non-GMO products show strong growth while fair trade continues to figure heavily into purchase decisions.
Clear, transparent labeling was shown to be an important tool to help consumers purchase in line with their values. Fair trade labels were found to have a halo effect with 81% of consumers saying they would view a brand they already buy more favorably if it carried a fair trade label.
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