MaxHavelaar_PRESENTATIE%20Synovate

© 2011. Synovate Ltd. All rights reserved.

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Meaning and perception

of Fairtrade

• Prepared for: Max Havelaar

• Prepared by: Synovate

• Date: 31 maart 2011

2 © 2011. Synovate Ltd.

Content

• Objectives and method

• Meaning and perception of

Fairtrade

•

• Perception of Max havelaar/

Rainforest Alliance

Objectives and

method


Objectives and method

2006

2011

Consumer’s meaning and perception of Fairtrade?

Qualitative group sessions with heavy/ occasional/

non-users:

3 in Antwerp – 1 in Brussels – 2 in Namur

Men – women

Meaning and

perception of

Fairtrade in general


Meaning and perception of Fairtrade Different meanings of ‘Fair’

Economical

Social

Ecological

Fairtrade



Economical

Social

Ecological

Fairtrade

• Fighting exploitation and

poverty

• A fair price for producers.


• Not only the producer himself,

but the whole community

benefits.

• No child labour, better

circumstances in terms of

work and social life,

investments in education, …


Economical

Social

Ecological

Fairtrade


• Durable use of land and

materials

• Naturalness: no/ less

chemicals during the

production process → healthy

for human and nature

(association with bio)


Economical

Social

Ecological

Fairtrade


• Qualitative products: good

taste, natural/ pure products.

• Do what is promised in the

Fairtrade philosophy: don’t fool

consumers.


Fair towards

producers

Fair towards

consumers

Fairtrade

• Fair price.

• Fair, stable relationship

between producers and

wholesale buyer.


• Qualitative products

• Overall respect for the world

we live in (for humans and

nature → durability)

Meaning and perception of Fairtrade Evolution 2006 → 2011

• Dealing with feelings of guilt

• Solidarity towards the South

Fundamental meaning of Fairtrade

lies in benefit for others (the South).

Fairtrade = from North to South

Fundamental meaning of Fairtrade lies in

benefit for me, (qualitative products +

taking care of the future).

Fairtrade = cooperation between

North and South (from North to South

and from South to North)

Fairtrade

2006

2011

Perception of

brands


• Only limited knowledge about

organisations/ initiatives/ labels

(both for non-users, occasional

users and heavy users)

Fairtrade ‘brands’ In general

• Logo’s are not recognised at all

or are recognised but

consumers do not know what

they stand for.

• No or very limited knowledge

on what which organisation

does exactly.

• Idea that all organisations/

initiatives/ labels work with the

principle of a fair price.

Fairtrade

brands


• Only very limited knowledge on what the

organisation does.

• Consumers think Max Havelaar is a

brand that sells its own products.

• Especially associated with:

• Coffee

• Bananas

• Book of Multatuli

Fairtrade ‘brands’ Max Havelaar

• Widely known by its name.

• Seen as one the first to work on

Fairtrade → great credibility.

MAX

HAVELAAR


• Only some recognise the logo.

These consumers especially

recognise the logo from boxes of

Lipton tea.

• Consumers think however that this

organisation also works with the

principle of a fair price.

• From the name consumers

understand it is an organisation

that especially focuses on the

Rainforest.

• Only very limited brand name

familiarity.

RAIN-

FOREST

ALLIANCE

Fairtrade ‘brands’ Rainforest Alliance


Thank You For Your Attention.

Our Curiosity Is All Yours.

Xavier Storms

Ellen Ceulemans

Synovate NV

Grote Steenweg 110

2600 Berchem (Antwerpen)

Belgium

Tel +32 (0) 9 216 22 22

Fax +32 (0) 9 216 22 23

E-mail [email protected]

MaxHavelaar_PRESENTATIE%20Synovate

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