University of Vaasa - Vaasan yliopisto

• Quality aspect: quality of the products and fair trade and organic labeling.
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Because the main understanding stands in the agricultural production, headlines were
designed as the agricultural fair trade production was studied. 35 statements were
formed in five point Likert scale (1 totally disagree- 5 totally agree) in order to
understand the perceptions about fair trade.
To be able to see the perception differences of Austrian and Turkish respondents,
independent sample t-test was conducted. Out of 35 statements only 9 statements
were significantly different for these two groups. Other statements show high
positive perception for both of the countries.
Table 2- Perception differences
Mean
Differenc
e Sig.
Fair trade products are over-priced -0.90 0.00
I do not think the price difference that I am paying for
fair trade products are 100% directed to fair trade producers -1.05 0.00
Fair trade is just a marketing communication activity,
I do not think it really make a chance for producers -0.84 0.00
Companies claim that they are doing fair trade but
I can not know how they really operate over those countries -0.99 0.00
Fair trade products are in better quality 0.16 0.04
Big companies should buy fair trade products to use at wok place,
that's more than an individual can buy 0.20 0.01
Fair trade practices should be presented and thought better to
society 0.33 0.00
Western countries are responsible for the economic and social
injustice in Third World countries, so they should support fair
trade in these countries 0.25 0.00
I feel responsible for under developed societies
and feel obligated to support fair trade 1.33 0.00
Turkish consumers are significantly more price sensitive. They do think the price
difference is too high at these products, and have less confidence in companies about
whether or not they give the economic benefit to the supplier they are paying. They
do not find these companies transparent enough. Turkish consumers also think
industrial consumption is important and fair Austrian consumers think, fair trade
production should be supported, especially by the western society. Fair trade
products perceived as higher quality. Austrian consumers believe fair trade products
should more widely consumed by industrial consumers, because they have higher
consumption power. Austrian Consumers think more publicity and education should
be given to society about fair trade and its effects on suppliers.