Almost Half of UK Shoppers Put Off Buying Ethical Products Due to Being Too Expensive

Almost half of all shoppers in the UK are put off buying ethical products because they’re too expensive, new research has revealed. The survey, commissioned by the Fairtrade Foundation ahead of Fairtrade Fortnight also found that 16% of consumers don’t buy ethical products because they “don’t trust claims” made about ethically-sourced products.

The new research has shown that 88.3% of Brits say that price is the most important factor when considering where to shop. This is followed by the quality of products (88.2%), the location (71.6%) and then the ethical credentials of the store (49.1%).

Almost half of respondents (46%) were unaware of exploitation in the food chain; the most unaware age group were 35 – 44 year olds (generation X) with 50.1% admitting to not knowing. Whereas the next generation, aged between 45 – 54 are the most aware (56.4%).

A quarter (25.9%) of Brits admits to never thinking about who produces their food and drink, compared to 23.34% 2017 – showing a 2.56% decrease in thoughtfulness. Only 9.8% of the survey admitted to ‘always’ thinking about who produces their food and drink.

When it comes to the ethical products that the UK is buying, the top most purchased is – unsurprisingly – bananas with 42.5% of us buying them. Second is coffee at 40% and third is tea at 29.7%. With banana sales in the UK expected to reach 820,000 tonnes this year (that’s over 1,500 Boeing 747’s), can more be done to encourage Brits to buy Fairtrade?

The research was released to mark the start of the Fairtrade Fortnight “Come On In” campaign, inviting members of the public to “come on in” to Fairtrade and experience the world of the people who produce the things we love to eat, drink, and wear. The initiative will also explore how businesses, farmers, workers and shoppers come together through Fairtrade to break the stranglehold of poverty prices.

Source: Fairtrade Foundation

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