Stavovi i znanje potrošača o konceptu i oznaci pravedne trgovine
Consumer Attitudes and Knowledge about the Concept and Signs of Fair Trade

Author(s): Ana Pap, Tena Radonić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Fair trade; Sustainable development; Attitudes; Knowledge; Ecolabels
Summary/Abstract: The concept of fair trade (Fairtrade) was developed primarily to pay farmers and workers in developing countries fair prices for their work. It is a certification system that aims to ensure that a set of standards in the production and supply of products or ingredients are met. For farmers and workers, the concept of fair trade means workers’ rights, safer working conditions and a fairer wage. For customers, this means high-quality and ethically produced products. By connecting with and helping developing countries in this way, developed countries participate in socially responsible business and the promotion of sustainable development. The concept of fair trade aims to improve the existence, strengthen the organization of producers, raise consumer awareness of various negative effects on producers of international trade, and protect basic human rights by promoting social justice, preserving the environment and economic security. But the very notion of fair trade in the world is still not sufficiently recognizable. The purpose of this paper is to analyze the current theoretical knowledge about the concept, meaning and purpose of fair trade and previous research related to the recognizability and understanding of this concept. Also, this paper aims to determine the attitudes and knowledge of consumers about the fair trade label in Croatia through the implementation of primary research to find out how much the population (re) knows about the fair trade system and what is the level of trust in the fair trade label. Based on the results of the research, the paper will provide recommendations for actions aimed at increasing awareness and knowledge about fair trade.

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