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People and Planet

Telephone: (020) 7426 8888Web: www.nfpsynergy.net

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Methodology

Fieldwork dates:

Sample:

Methodology: Online survey

Data:Fieldwork carried out by nfpSynergy

2

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Q1,2,3 Basic demographic of respondents

Male, 34%

Female, 66%

14-16, 16%

17-18, 20%

19-21, 22%

22-25, 18%

25+, 24%

White British, 76%

Black, 3%Asian, 4%

Mixed 4%

Other white 9%

Other 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Gender Age Ethnic Background

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Q4. Which of the following best describes your current situation?

1%

3%

15%

20%

27%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Training

Not working

At School

At College

Working

At University/Higher EducationInstitution

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What do you understand about Fairtrade?

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Q5. How much you agree or disagree with each statement as an important part of how Fairtrade

works.

39%14% 38%

41% 28%

54%21%

49%

30%

6%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Fairtrade meansthat farmers get ahigher percentage

of the price than fornon-Fairtrade

products

Farmers sellFairtrade productsfor very different

amounts each year

Fairtrade productshave higher

environmentalstandards

Buying Fairtradeshows that you

support thestruggles of poor

farmers

Workers at allstages of Fairtrade

production are fairlytreated

StronglyAgree

Agree

Don't know/not sure

Disagree

StronglyDisagree

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Q6.Which (if any) of the following do you think benefit from Fairtrade?

17%

27%

39%

47%

50%

56%

75%

96%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Workers in rich countries

Major companies like Starbucksand Nestle

Supermakets and retailers

The global environment

Workers in factories

The environment in poorcountries

Workers in plantations

Farmers and small produceresin poor countries

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What do you understand about Fairtrade products?

8

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Q7. Which of the following products do you think

are sold with the Fairtrade label?

13%5% 4%

25%13%

6% 11%

81% 95%64%

76%

3%4%

19%

95%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Fresh fruit Tea/ coffee Chocolate Other foodand drink

Clothing Electricalgoods

Any kind ofproduct

Definitely

Probably

Not sure

Probably not

Definitelynot

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Q8. How often do you or someone in your family

or house, buy Fairtrade products?

37% 38%47% 43% 20%

3%

19%

41%28%

19%

4%

1%

17%

-8% -9% -8%-12%

-23%-67%

-22%

40%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Fresh fruit Tea/ coffee Chocolate Other foodand drink

Clothing Electricalgoods

Any kind ofproduct

Lots(weekly)

Sometimes(monthly)

Don't know

Rarely(yearly)

Never

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Q9. Where do you buy your Fairtrade products?

(please tick all that apply)

95%

59%

48%

38%

28%

5%

17%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Local church/place of worship

On the internet

Your school or university

Oxfam Stores

Local Shops

Supermarket

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Why do you buy or might you buy Fairtrade?

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Q10. Why do you buy your Fairtrade products?

(Please rate these factors by how important they are to you)

25%

39% 22%

26%23%

64%

13%

54% 66%39%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Because supportingFairtrade is a goodway of reducingpoverty overseas

The quality of theproducts is as goodas, or better than

non-Fairtradeproducts

It's as cheap asnon-Fairtrade

products

It sends a messageto the governmentthat most trade is

unfair

It sends a messageto companies that I

want them toincrease their

practise of Fairtrade

Veryimportant

Quiteimportant

Neutral

Not thatimportant

Notimportant atall

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Q10 (cont.) Why do you buy your Fairtrade products?

(Please rate these factors by how important they are to you)

27%

36%

33%

8%

60% 54%

73%

38%

-20%

0%

20%

40%

60%

80%

100%

Because Fairtradeproducts are fairer for

everyone

Fairtrade has highenvironmental standards

Because buying Fairtradeis a way in which I can

do my bit

Other

Veryimportant

Quiteimportant

Neutral

Not thatimportant

Notimportant atall

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Q11. Which of the following things would you like to see happen in the future?

(please tick a box for each idea)

25%

31%28%

23% 19%

61% 41% 62% 64%33%

-40%

-20%

0%

20%

40%

60%

80%

100%

Fairtrade productsshould reduce their

impact on theenvironment

All Fairtradecompanies shouldbe owned by their

workers

All school uniformsshould be required

to be Fairtrade

All retailers shouldsell Fairtrade

products

Cadburys andNestle should haveto make all their

chocolate fairtrade

Definitely

Probably

Not sure

Probably not

Definitelynot

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Your opinions on companies

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Q12. How much do you agree with the following statements about corporations?

53%

16%15%

41%27%

12%

9%

40%58%

-15%-32%

-5% -2%

80%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Corporations arebecoming more

socially &environmentally

responsible

Corporations coulddo much more to

reduce theirnegative impacts

Corporations arealready socially &environmentally

responsible

Corporation arevery good at givingthe impression ofbeing socially andenvironmentally

responsible

Corporations abusetheir power leading

to social andenvironmental

problems

StronglyAgree

Agree

Don't know/not sure

Disagree

StronglyDisagree

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Q13. In which of the following areas do you think companies most need to improve their

behaviour?(please select up to three options)

5%

91%

76%

61%

49%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Increasing the range and volumeof Fairtrade goods they sell

Upholding employment lawsoverseas

Paying fair levels of tax for theprofit they make

Reducing their impact on theenvironment through reduced

transport or more energy efficientproducts

Ensuring that local workers inpoor countries have a fair deal

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Q14. Which (if any) business sector are you

concerned about?

1%

2%

3%

5%

8%

9%

10%

21%

41%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

None of these

Retail sector

Pharmaceutical industry(medicines etc.)

Banks and the financial sector

Energy and mining companies

Clothing and garment industries

Food and agricultural industry

Other

All industries are equally bad

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Q15. How much do you agree/disagree with the following statements about the

relationship between companies and governments?

35% 37% 27%35%

20%

8%

14%40%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Companies have morepower than governments

Companies have toomuch influence ongovernment policy

Goverments are able tocontrol Companies

Governments are betterthan Companies at

protecting human rightsand the environment

Column 9

StronglyAgree

Agree

Don't know/not sure

Disagree

StronglyDisagree

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Q15 (cont) How much do you agree/disagree with the following statements about the

relationship between companies and governments?

9%36% 33%3%

18%

-36%

-11% -15%

17%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Companies are better thangovernments at protecting human

rights and the environment

Charities (like the FairtradeFoundation) are better at

changing companies behaviourthan the government

Ordinary people can influence bigcompanies more effectively than

they can governments

StronglyAgree

Agree

Don't know/not sure

Disagree

StronglyDisagree

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Your opinions

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Q16. How do you think you can influence the behaviour of corporations? (please tick all that

apply)

75%

60%

48%

31%

18%

28%

0% 10% 20% 30% 40% 50% 60% 70% 80%

I feel I can influence the behaviourof multi-national corporations

directly

I feel I can influence the behaviourof UK corporations directly

I feel I can influence what the UKgovernment does to control

corporations

The best way to change the worldis to change corporate behaviour

globally

The best way to change the worldis to start locally

I can make a difference in the livesof people in the developing

countries and to the environmentby what I choose to buy