University of Vaasa - Vaasan yliopisto

separately from normal products
There is not a minimum payment in fair trade, producers sell for
the best price
Fair trade is usually a long run partnership between producers
and buyer companies
On time payment is a requirement of air trade
Production environment is audited by fair trade organization to
make sure the production process does not harm, forests, water
resources, animal population etc.
Fair trade label costs high, that is the reason fair trade products
are expensive
857
The gender mode of Austria respondents is Female (105 respondent, 52%), the age
group is between 30-35 years old (23%), marital status is single (62%), with
education level of high school graduate (32%) and income between 1001 and 1500
Euros/month (23%). The gender mode of Turkish respondents is Female (140
respondent, 69%), the age group is between 36-41 years old (18%), marital status is
single (56%), with education level of university graduate (35%) and income between
1501 and 2000 Euros/month (23%). The income and education level of Turkish
respondents seem to be higher, which is not the country average, but the limiting
question of buying fair trade products may affect the sample characteristics. The
average fair trade product consumption of Austrian respondents is 7.3 (standard
deviation 3.2) and Turkish respondents is1.3 (standard deviation 0.7).
In order to measure the knowledge level of the respondents, 30 sentences were
formed and asked to be answered as “true”, “false” or “I do not know”. The
sentences include working conditions, definitions, economic and quality aspect of
fair trade, environment issues etc. In order to eliminate the internet search option and
disable the respondents to reset their answers, five sentences were shown on the web
page for two minutes only. Table 1 shows the knowledge measurement statements,
some of the statements were formed negatively.
The results of the knowledge measurement are based on the correct answers given by
the respondents. Austrian respondents’ mean of right answer is 18.3 out of 30
questions. The right answer rate is higher (6.5) about environmental audit. Less right
answer were given about working hours (only 78 respondents) and working
environment safety (83 respondents). Turkish respondents have the mean of 7.2 out
of 30 questions. The mean of the right answer is higher (7.8) about working
conditions and child labor. Less right answers were given about the origin of the fair
trade production (only 8 respondents) and environmental audit (10 respondents)
In the second part of the questionnaire fair trade perception of the consumers aimed
to be measured in four main headlines;
• Economical aspect of fair trade: fair payment, cost-price balance, perception
about companies’ and producers’ gain from fair trade,
• Laboring: child labor, working hours and conditions, living conditions and
social structure in production locations,
• Environmental aspect: definitions like shade grown, forests and
environmental protection, animal protection, over watering and chemical
usage in agricultural production,