Fair Trade
A Study of Consumers? Perception and Knowledge in a Minor Town in Sweden
Ethical ConsumerismCorporate Social ResponsibilityFair TradeChocolate IndustryPerceptionManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this thesis is to get a better understanding of consumers? perception and knowledge of Fair Trade and Fair Trade products in Sweden. Literature was reviewed before the empirical research was conducted. A quantitative method, in form of a questionnaire survey, has been used. We have entered different areas related to our topic. Corporate Social Responsibility and ethical consumerism were described prior to the field of Fair Trade. Our empirical foundation consists of answers from 200 respondents. Conclusion: Consumers in a minor town have limited perception and knowledge of Fair Trade and Fair Trade products. Implications that can be drawn from this, show that there is a marketing job to be done.