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A global survey conducted by GlobeScan and commissioned by Fairtrade Labelling Organisations International (FLO) indicates a rise in the support for fair trade—with almost three quarters of shoppers believing that the companies should actively support community development in developing countries.
Conducted in 15 countries, the survey confirms “active ethical consumers” make up more than half the population (55%) in the countries surveyed. These shoppers have higher expectations of companies’ social, economic and environmental responsibilities, and they tend to reward (or punish) companies that meet (or do not meet) their expectations with their shopping habits and decisions. They also influence others with their opinions. The findings also point out that almost three quarters of shoppers (72%) believe independent certification is the best way to verify a product’s ethical claims.