University of Vaasa - Vaasan yliopisto

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The first step of the research was face-to-face interviews in both countries. Decoded
and organized interview results can be summarized as follows. Turkish respondents
were not that knowledgeable about fair trade. Only 3 of them could give a proper
definition of fair trade. Most recalled product categories were coffee and chocolate,
while only one of them could give a brand name, which was Starbucks (Starbucks
company claims to supply and produce 100% responsibly and ethical, but its
products do not have fair trade certification (Hira& Ferrie, 2006). Starbucks have
marketing communication activities in Turkish market referring to fair trade
applications). Only five respondents declare that they have bought fair trade or
organic products. The concept of fair trade is highly confused with organic products,
and understood limited to agricultural production. All of them think they are too
expensive and very hard to find. Max. price difference they would like to pay is 5-
10%, 8 of the respondents denote that they do not believe that the price difference in
fair trade products is for the producers and that is some kind of a marketing claim of
the company, which they can not verify. All of the respondents prefer local
production, because they find them fresher, cheaper and more suitable for their taste.
Austrian respondents all know the definition of fair trade, not only by fair pay
perspective but also, environmental, social and economic perspectives. They recall
product categories of coffee, chocolate, banana, tea, cotton and textile (shoes etc.).
The fist fair trade brand they recalled was “Zotter Schokoladen” (all twelve of the
respondents) and they all can identify the fair trade logo. They declare that they are
willing to pay 30-50% more for fair trade, organic or genetically natural products,
according to their income. 7 of the respondents think, buying fair trade products is
their obligation towards the Third World countries, since they have a better way of
living compared to them. 10 of the respondents declare that they would not think of
purchasing fair trade product, unless they see it in the shop, and compare the price
with other products and find it reasonable. When it comes to fresh agricultural
products, 11 of the respondents prefer local production, because they find them
fresher and more suitable for their taste.
Although these interviews could not represent the whole Austrian population, they
were very useful to understand the structural benefits and administrative support to
promote fair trade products. Availability of product in regular retail stores, gives
consumers the chance to compare and consume the fair trade products. In most of
the cases price difference was found to be tolerable by the consumers, as a result the
fair trade market is growing in most of the product categories (Krier, 2007).
Consumer awareness and willingness to pay for fair trade product gives the
momentum to the fair trade market in Austria. But to be able to understand the level
of awareness of Austrian respondents, it would be useful to take a better look at the
brand they all recall, Zotter Schokoladen.
Zotter Schokoladen-Zotter Chocolate:
Zotter Company is a “chocolate” company founded by Josef Zotter and his
friends in Bergl, Austria in 1999. But Josef Zotter’s relation with chocolate
started way before this date. With the investment of 18.5 million Euros, in