The percentage of Australian consumers who recognise the ethical label Fairtrade has risen from 37 per cent to 44 per cent in the last year, according to a survey commissioned by Fairtrade.

Fairtrade International commissioned international market researchers GlobeScan to survey 17,000 consumers in 24 countries. The total number of interviews per country ranged from 500 to 1,500.

According to Fairtrade International, 55 per cent of the Australian consumers surveyed said they feel empowered to make a difference through their shopping choices. Similarly, 83 per cent said they have high expectations of companies in regard to the role they play in reducing poverty through the way they do business.

According to the same survey, 64 per cent of consumers surveyed globally said they trust the Fairtrade label, with Australian consumers slightly higher at 66 per cent, while 93 per cent of Australian consumers are said to believe companies should pay farmers and workers fairly – compared to a global average of 85 per cent.

Fairtrade Australia New Zealand CEO Stephen Knapp said the survey showed that 81 per cent of Australian consumers believed independent, third-party certification can verify a product’s social and environmental claims.

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