Attitudes towards Fair-Trade Products by Czech Consumers

Sandra Karráová

Bachelor's thesis

Abstract:

In recent years the trend of ethically produced goods significantly increased and although Fair Trade is globally known initiative, most of the Czech consumers are unaware of Fair Trade practices and the underlying criteria. Previous studies showed that consumers are willing to pay more for ethically labelled products because of moral principles and the feeling of contribution. It is also evident that consumers around the world are beginning to think more ethically and are focusing on topics like sustainable development, circular economy, ecology, child labour and adequate workers treatment and payment. Studies also show that Generation Y, also known as Millennials, people born between 1985-2000 are more likely to purchase Fair Trade and pay extra. The objective of the thesis was to analyse whether Czech consumers are aware of Fair Trade products, what aspects drive them to purchase Fair Trade and if they are willing to pay more for Fair Trade. It was also set to determine whether socio-demographic characteristics like gender, education and age influence the knowledge and willingness to buy Fair Trade. The primary data were collected via online questionnaire-survey with 135 participants in the Czech Republic. The results showed that members of Generation Y are more likely to know about Fair Trade and to pay extra, mainly because of moral principles. It was also confirmed that consumers who do not purchase Fair Trade have little or no knowledge at all about Fair Trade and therefore it is recommended to extend promotion and information about Fair Trade practices and available products.

Keywords

Consumer Approaches, Consumer Behaviour, Ethical Consumer, Ethically-labelled products, Consumer Willingness

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 6. 8. 2021

Obhajoba závěrečné práce

• Vedúci: Ing. Petra Chaloupková, Ph.D. dr. h. c.

Czech University of Life Sciences Prague

Faculty of Tropical AgriSciences

Bachelor programme / odbor:
Tropical Agriculture / International Cooperation in Agriculture and Rural Development