Fair Trade Certification Mark Stimulates Sales

A joint MIT, Harvard, and London School of Economics study of consumer behavior recently demonstrated that the presence of the FAIR TRADE CERTIFIED certification mark (show below) on coffee products can increase sales of the products by as much as 13%.  It also appears from the study that consumers are willing to pay a premium up of to 8% over the cost of non-certified brands in order to purchase fair trade coffee.

 

“The tests suggest that there are plenty of consumers ready to vote with their shopping dollars to support Fair Trade when it is offered as an option by retailers.”,” said Michael J. Hiscox of Harvard University, a member of the research team.

 

The study was conducted over the course of 6 months in cooperation with a major retail chain.  A similar study to show the effect of environmental certification marks would be very helpful to green marketers.

 

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