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Abstract

Recently fairtrade certification is a steadily growing niche market. Consequently, the consumer’s perception of fairtrade labels in Germany is an interesting research question. The underlying analysis is based on a survey including 554 potential fairtrade consumers. Respectively, the Fairtrade Certification Mark and GEPA is mostly recognized and known by the survey participants. Moreover, fairtrade labels are mostly perceived as “doing good”, especially to the poor in the Global South. Apart from the perception of the consumers, results hint towards a lack in the transparency of the whole certification system.

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