Fair trade in Greece and a new fair marmalade

Abstract

This paper presents the results of an exploratory survey with reference to consumers’ intentions to buy fair products. Consumers’ preferences with regard to a new, fair marmalade were also examined. The results indicated that middle aged employees, who earn rather respectable incomes, are more likely to buy fair products. They are people, who hold strong beliefs about the protection of the human and working rights of people in the Third World; they do support a fair price for the products of the marginalized producers. They are also motivated by their strong values regarding protection of the nature, peace, equality and help to the needed. They less strongly believe that their purchases through the Fair Trade network are able to challenge the poverty in the under developed countries. Further, it was found that the Fair Trade Hellas may very well add a new marmalade in the product line, which should be organic at a reasonable price. Nuts or honey might be added in this new, fair marmalade.