Public confused by ethical labels

Marketing 08-Mar-06

Nearly half of consumers are confused about the difference between Fairtrade, ethical and organic products, according to a study by Fraser Consultancy.

The report, timed to coincide with the start of Fairtrade Fortnight,
found that 58% of respondents would like more information on the
difference between the labels.

Despite this, two-thirds of UK consumers claim to have bought Fairtrade

or ethical items in the past 12 months.

The Fairtrade label shows that producers have been paid a fair price for
goods, ethical products operate under a similar premise but are not
participants in the Fairtrade scheme, while organic items are produced
with minimal chemical use.