Shoppers opt for price over fair trade principles

Most shoppers refuse to put their money where their mouth is. A new survey reveals that four out of five people refuse to back their support for fair trade products by bothering to buy ethically.

According to an NOP poll, carried out for Traidcraft, the UK's largest fair trade organisation, 90 per cent of us claim to be willing to pay more for fair trade coffee, tea, chocolate and bananas. Yet only one in five is prepared to pay higher prices – even though the price difference can be marginal.

"There is still a long way to go," said a spokeswoman for Traidcraft. "But the survey shows the huge market potential because nine out of 10 of us want to buy these items. People may be unsure where their money is going or think the product is inferior. In fact these products must be at least as good as the main brands because they are competing in a commercial environment."

Multinational companies have come under increasing pressure to improve working practices. The fair trade lobby has criticised McDonald's, FCUK, Arcadia, Nike, Gap, Etam, Virgin Clothes and Nestlé for poor working practices. Christmas shoppers were last week asked to boycott Gap clothes stores by campaigners who presented evidence that the company makes extensive use of sweatshop labour. Arcadia, whose core brands include Top Shop and Dorothy Perkins, was criticised for using sweatshops in East London.

Paul Chandler, Traidcraft's chief executive officer, says the best solution is "to work with the owner of the factory, and insist the manufacturer institute fairer pay and better working conditions".

Prices for many raw commodities have fallen to almost half the levels of 15 years ago, and fair trade bananas, for example, are crucial for securing livelihoods in places such as the Windward Islands.

Despite the survey's findings, the fair trade movement continues to gain momentum. More than 100 products carry the Fairtrade mark in the UK, and sales last year totalled £46m.