University of Vaasa - Vaasan yliopisto

Conclusion
859
This study aimed to gain an understanding about two different markets’ fair trade
practices. Austria is a more developed economy comparing to Turkey with less
population (www.worldbank.org). Income per capita is higher than Turkey, and this
reflect to the consumption power of the citizens.
The Turkish market is not very familiar with the fair trade concept and products.
Turkey is not an official member of any fair trade organization and does not have a
proved fair trade logo. Consumers usually confused fair trade with organic, while
most of the fair trade products are also organic. The consumers are not familiar with
the product alternatives and have a very low trial rate. The knowledge level is very
low, even the most well-known things about fair trade are not known. Even the
perception of fair trade found to be relatively high; this does not lead to the
purchasing behavior because of economic and social reasons.
One of the most important reasons for this mistrial is lack of fair trade products in the
widely performing retail chains. The price level is relatively high compared to
European countries and also perceived very high by Turkish consumers. Trust for the
fair trade companies is very low. Turkish consumers are not sure about the economic
surplus is transferred to the fair trade suppliers.
On the other hand, Austria is not unfamiliar with fair trade. Organic, genetically free,
shade grown products are known and consumed. Austrian consumers are more aware
of the social and environmental issues and more concerned about these problems
even they might happen in another country. They feel responsible for the Third
World Countries, and feel obligated to support them. Consumers believe the
industrial consumption would help to improve fair trade, since the consumption
volume per customer is high compared to retailing sector.
Retailers have a big impact on Austrian consumers. They are willing to buy fair trade
products if they can see them on the shelf and compare with other products. The
positive impact of the retailing sector over fair trade could be observed in Austrian
market.
For further research, it is recommended to work on samples with better
understanding about fair trade. Knowledge level, perceptions and consumption
willingness should be measured separately in different demographic and life style
segments. Political views of consumer could also be included in the further
researches.
Understanding of fair trade could be studied not only as consumer point of view but
also producer point of view, in countries such as Turkey and Austria since they both
have a strong agricultural production. It can also be possible to see the differences of
perception between agricultural fair trade and the other types of fair trade production.