Nav view search



Consumer awareness of selected actions undertaken in the area of ethical production of food

Consumer awareness of selected actions undertaken in the area of ethical production of food


Key words:
fair trade, consumer, food.


The aim of this study has been to determine the level of consumer awareness of the action sundertaken in the area of ethical production, i.e. the Fair Trade initiative, to determine the availability of Fair Trade products in retail networks, and to identify the level of knowledge of retail network staff in this respect. The study showed that most of the respondents perceived their knowledge on the initiative of Fair Trade as low. Almost one third of the surveyed could not indicate any products supported under the Fair Trade initiative, which shows the lack of basic knowledge or only fragmentary knowledge in this respect. The observed inappropriate exposure of Fair Trade products on market shelves seems to be the main reason of the null recognizability of these products in the markets, and the only factor discriminating these products from the others was their higher price. The cause of the low recognizability of these products among consumers and their visibility in market exposure might also include the low awareness and knowledge of market employees on the assortment of products supported under the Fair Trade idea. Worthy of emphasizing is that only few retail networks functioning on the investigated area had “fair” products in their assortment, which significantly reduces the availability of the “fair” products to local consumers. 

dr Dominika JAKUBOWSKA,
dr inż. Katarzyna STANIEWSKA,
mgr inż. Monika URBANIAK
University of Warmia and Mazury in Olsztyn
Faculty of Food Sciences
Chair of Commodity Science and Food Research
Plac Cieszyński 1, 10-945 Olsztyn, Poland
e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Additional information