SEVEN WOMEN RESEARCH PROPOSAL

MARKETING RESEARCH PROPOSAL

This document will provide a rationale for

undertaking a research project aimed at
determining the level of awareness, perceptions
and opinions surrounding ethical consumerism
and responsible business amongst La Trobe
university students in order to provide Ms.
Stephanie Woollard, Founder of Seven Women
with an understanding of whether there is a
market with strong demand, willingness and
power to purchase Fair Trade products.

Tutor: Mr. James Di Martino

Tutorial Time: Thursday 8am – 9am
Date Submitted: Saturday 1 April
Word Count: 2758
___________________________________

Julia Cardamone – 18489007

Danielle Scollo – 18490269
Christine Lancaster – 15984491
Jezreel Elaine Centeno – 18499879
Elena Soltys – 18950727
 SEVEN WOMEN RESEARCH PROPOSAL

TABLE OF CONTENTS

Introduction .................................................................................................................................................................................. 1

Research Objectives.................................................................................................................................................................... 2

Hypothesis Statements .............................................................................................................................................................. 3

Literature Review .....................................................................................................................................................................4-5

Methodology ............................................................................................................................................................................6-8

Research Design ..................................................................................................................................................................... 6

Data Collection ........................................................................................................................................................................ 7

Sample and Sampling Process........................................................................................................................................ 7-8

Statistical Analysis ................................................................................................................................................................... 8

Reference List ......................................................................................................................................................................... 9-10

Appendix..……………………………………………………..………………………………………………………………………………………….….11-14
 SEVEN WOMEN RESEARCH PROPOSAL

INTRODUCTION

Seven Women was founded in 2006 by social entrepreneur Stephanie Woollard. Their aim is
generate change by socially and economically empowering marginalised women in Nepal through education
programs, skills training and revenue generation (Seven Women 2016). This organisation aims to equip
women with skills and knowledge in handcrafting, felting and knitting which they use to make a wide variety
of Fair Trade goods (Seven Women 2016). Fair trade refers to a trading partnership in which companies in
developed countries pay fair wages, provide acceptable working conditions and act to empower producers
in developing countries (Fairtrade 2016). Seven Women finds a market for such products which consumers
can purchase, allowing women to make a better income and living for themselves and their families (Seven
Women 2016). As such, Seven Women are advocates for and committed to engaging in responsible business
practices, which, according to Schaper et al. (2014) refers to the accountability individuals and firms have to
give back to and improve societal wellbeing. The message this organisation therefore wants to share is how
consumers can contribute to creating long-lasting change in developing countries by being ethically
conscious, supporting responsible businesses and purchasing Fair Trade products (Seven Women 2016).

The purpose of this marketing research is to determine how La Trobe students presently think, feel
and act toward Fair Trade and responsible business. However, why does this research need to be done?
Since Seven Women is predicated on ethical practice, responsible business, ethical consumerism and Fair
Trade; examining current awareness levels surrounding these concepts and factors influencing the ability of
consumers to purchase Fair Trade products is a pivotal aspect and primary goal of Stephanie Woollard and
Seven Women in firstly providing education and instilling ethically conscious decision making practices within
consumers and secondly, ensuring ongoing business success (Seven Women 2016). The aim of using
marketing research in this way, therefore, is to ensure Seven Women have a detailed understanding of what
consumer’s current opinions, values and perceptions are with regards to Fair Trade and responsible business
and how these correlate to ethical consumption purchase behaviours in order to determine if there is a
strong enough demand and market for these products. This specific marketing research will help Stephanie
Woollard in determining how to go about implementing appropriate courses of action in the future that will
effectively target this particular demographic and help raise awareness surrounding not only the issues that
marginalized women face but ethical consumerism (Seven Women 2016). In this case, this may involve
redirecting buying behaviour by equipping consumers’ with the knowledge to make ethically mindful choices
and hopefully result in many more Fair Trade purchases that will have positive impacts in helping to fund
activities which go towards women’s healthcare as well as education of women's rights, skills and training
(Harrison, Newholm & Shaw 2005).

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 SEVEN WOMEN RESEARCH PROPOSAL

RESEARCH OBJECTIVES

The general purpose of this research is to gather, analyse and assess La Trobe students’ level of
knowledge, views and attitudes regarding responsible business in order to determine not only their patterns
of behaviour surrounding ethical consumerism but also how these factors correlate to Fair Trade product
purchases (Burns, Veeck & Bush 2017). Doing so will help Stephanie Woollard in making decisions as to how
to best target this group of individuals, raise awareness of these concepts amongst them and build the Seven
Women brand. In order to achieve this purpose, this proposal has created four research objectives.

1. To examine individuals’ perceptions and opinions regarding responsible business.

This objective aims to gauge how La Trobe students believe in, view and understand responsible
business based upon their prior knowledge from possible influences such as their upbringing, life
and work experiences and the internet.

2. To raise the level of awareness amongst individuals regarding fair trade and ethical consumerism.

This objective seeks to firstly identify how responsive and mindful this market research target
demographic is to purchasing Fair Trade and ethical products by providing knowledge as to the
positive impact such practices and goods can have on those in developing countries.

3. To determine if there is a large enough demand and market for Fair Trade products.

Through the previously identified objectives, this objective aims to determine if, by undertaking
market research and with an understanding of consumer’s values, opinions and thoughts on ethical
consumerism as related to Fair Trade products there is willingness, want, need and purchasing power
present amongst La Trobe university students for the selling of Fair Trade products.

4. To encourage individuals to take action and support the use of Fair Trade products and social
enterprises which endorse Fair Trade products.

This objective seeks to use market research as a means by which to educate consumers and allow
Stephanie Woollard to decide upon appropriate methods to shift their thoughts, feeling and buying
behaviours toward becoming more ethically conscious and Fair Trade oriented.

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 SEVEN WOMEN RESEARCH PROPOSAL

HYPOTHESIS STATEMENTS

Hypothesis 1: There is a relationship between level of awareness regarding Fair Trade and buying behaviour.
• It is assumed that students who are aware of Fair Trade products will be more inclined to purchase
them and students who are less unaware of Fair Trade products will be less inclined purchase them.
• Method of analysis: correlation coefficient
• Testing for monotonic relationship

Hypothesis 2: There is a relationship between personal ethical values, understanding of responsible business
and purchases of ethically sourced and derived products.
• It is assumed that those who have a greater understanding as to what responsible businesses do to
positively contribute to society and who hold this of great value and importance will be more inclined
to purchase Fair Trade products.
• Method of analysis: correlation coefficient
• Testing for monotonic relationship

Hypothesis 3: Location and accessibility to ethically sourced and derived products influences the purchase
of Fair Trade products amongst consumers.
• It is assumed that students that live in more suburban areas will have better access to Fair Trade
products and as such, be more likely to purchase such products and be more ethically conscious.
• Method of analysis: correlation coefficient
• Testing for monotonic relationship

Hypothesis 4: Price is a strong determinant as to whether students would be more or less inclined to consider
purchasing Fair Trade goods.
• It is assumed that due to a student’s budget, if Fair Trade products were to be sold at a reasonably
inexpensive price, whilst still generating profit for the company, they would be more motivated to
purchase such products.
• Method of analysis: correlation coefficient
• Testing for monotonic relationship

Hypothesis 5: There is a relationship between consumer buying behaviour and level of ethical awareness.
• It is assumed that those who are aware of unethical treatment such as human trafficking and
exploitation are more inclined to purchase fair trade products.
• Method of analysis: correlation coefficient
• Testing for monotonic relationship

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 SEVEN WOMEN RESEARCH PROPOSAL

LITERATURE REVIEW

The Fair Trade Association (2017) describes Fair Trade as a movement that addresses the failure of
the traditional trade system to incorporate fair access to markets, wage justice and environmental standards
into trade. This is separate to Fairtrade (one word) that refers specifically to products certified by Fairtrade
International. This literature review will consider the increasing popularity of Fair Trade in the context of
ethical consumerism and the factors that encourage consumers to convert ethical considerations into
purchase behavior. It is noted that the literature focuses on the largest groups of Fair Trade products such
as coffee, tea and rice.

The most common theme through all the literature is that ethical consumerism is growing in
popularity, with ever-increasing market share (Fridell 2014, Yamoah et al 2014). Specifically, Carrinton, Neville,
Whitewell (2010) note that there was a 47% growth in fair trade product sales globally in 2007. This can be
attributed to Fair Trade certification that has allowed widened distribution of Fair Trade products. This has in
turn attracted new segments of consumers that are not necessarily ethically minded (Yamoah et al 2014).
This new market segment will require a different set of marketing messages that focus on providing adequate
and though provoking information about the value of ethical purchases than the purely ethically minded
consumer (Yamoah et al 2014). Despite the increasing availability of fair trade products, Carrington, Neville
& Whitehall (2010) also found that only 3% of consumers actually make fair trade purchases even though
30% state an intention to do so.

Another area that attracts much attention in the literature is around the drivers that lead consumers
to make purchase decisions on ethical products. Yamoah et al (2014) describes ethical consumer purchases
being attributed to two personality factors; universalism – a person displaying understanding, appreciation,
tolerance and protection for the welfare of people and nature; and self-direction - independent thought and
action, creating, exploring and self-respect. They further note that barriers to purchase behavior are price
premiums, availability, product quality, lack of trust in ethical labels and lack of understanding of what ethical
labels mean (Yamoah et al 2014). Carrington, Neville & Whitewell (2010) support this research, finding that
in order for purchase behavior to become regular, the consumer needs to have an ‘implementation plan’ in
mind that specifically leads them to make the purchase. If they do not have a plan they are more likely to be
distracted by the situational environment (visual temptations, habits, moods) to not purchase ethical
products. The implementation plan also leads to ethical purchases (specifically in a supermarket context) to
be become automatic. Further, these implementation plans must be backed up by strong intentions.

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Supplementary research conducted by Bucic, Harris and Arli (2014) focused specifically on the
attitudes of millennials, those are, individuals born between 1985 and 1999, on ethical products. This market
segment has a mindset that is specifically more receptive to ethical issues, values multiculturalism and is
comfortable expressing themselves. They are also shaped by technology, characterized by social, cultural
and environmental consciousness, and loyalty to communities over corporations. Further, they have higher
discretionary incomes than any other young group in history. This group believes they can make a difference
in the world and are happy to purchase ethical products when the price and quality are fair. In the specific
study of Australian millennials, they identified strongly with products that improved the “welfare of people
living in third world countries” (Bucic, Harris & Arli 2014, p120).

Wheale and Hinton (2007) also posited that ethical consumers are guided more by principles than
consequences, regardless of demographics. About a fifth of the population are ready to buy or boycott
products on ethical grounds if the issues are obvious and the information is readily available. They also found
that products with a bundle of ethical attributes have a higher perceived significance for these consumers
and that they place different levels of value on issues of human rights, animal welfare and the environment
when making purchase decisions. This idea is supported Doherty and Clarke (2012) who discovered that
when the subjects of their research were exposed to talks by the producers who were able to confirm the
benefits of fair trade on their communities, uncertainty about impacts of fair trade were removed as was the
disconnect between producers and consumers, in turn leading to intention to purchase.

From this worldwide research which has already been conducted and the points made above, a clear
trend to emerge is that the information available to consumers on ethical products and their origins is key
to encouraging purchase behavior. What resonates most with consumers are real stories of the benefits of
purchasing ethical products to the communities from which they originate. Chatzidakis and Mitussis (2007)
particularly note that best means of distributing this information is via the internet to allow for rapid
dissemination of information through global communities. Furthermore, it is important for that information
to also be available with or on the product or packaging for consumers to see at the point of sale. The
messages must be clear in the differentiation between human rights, environmental and animal welfare
issues, along with demonstrated benefits to producers. Alongside this, consumers need to see a fair price
and value for money in the product. Consideration should also be given to availability of products through
mainstream avenues in order to reduce barriers to purchase. As a whole, all these ideas are strongly present
in all the literature which has been identified and examined in this review related to the concepts of ethical
consumerism, Fair Trade and responsible business and should be taken into consideration by Stephanie
Woollard for Seven Women.

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 SEVEN WOMEN RESEARCH PROPOSAL

METHODOLOGY

Research Design

Research design refers to a plan which specifies the methods and procedures for attaining
information (Creswell 2013). In this case, this will detail how, when and where the data from La Trobe
University Bundoora students will be collected and analysed (Creswell 2013). According to Yin (2009), a
research design in marketing research is able to “connect empirical data to a study’s research questions and
ultimately its conclusion” (Yin 2009, p. 5). There are three different types of research design; exploratory
research, descriptive research and causal studies.

An exploratory research design focuses on discovering ideas and insights as opposed to collecting
statistically accurate data (Yin 2009). It is utilised when there little information available for researchers and
in order to better understand a problem or opportunity (Hair 2011). In this marketing research study,
exploratory research will be utilised in the form of some open-ended questions in the questionnaire which
will attempt to gauge and define student’s awareness levels and understanding of the Seven Women
organisation, Fair Trade and responsible business. Utilising this form of research, whilst although not
statistically measurable, will prove advantageous in providing Stephanie Woollard with richer quality
information that will assist in the discovery of new initiatives or problems that should be addressed amongst
the target demographic. Descriptive research is used to statistically infer information about a population by
better defining the opinions, attitudes or behaviours held by them (Yin 2009). This form of research is
conclusive in nature and allows researchers to pose questions that provide answers such as who, what, where,
when and how (Hair 2011). Descriptive research will be used in this study’s questionnaire (see appendix 1) by
providing multiple questions with predefined categories that respondents must choose from. Whilst these
questions will not provide unique insights like exploratory research would, it will still provide statistically
inferable data (Hair 2011). This will prove useful in gathering information which will identify, measure and
analyse certain characteristics of students such as, for example, their perceptions, intentions and level of
ethical consumerism (Hair 2011). Lastly, casual research tests for causal relationships between variables (Hair
2011). In other words, whether or not one variable affects one or more other variables (Burns, Veeck & Bush
2017). Causal research will be utilised in this marketing research study to attempt to prove the previously
identified hypotheses. Specifically, in this instance, this form of research used in the questionnaire will be
advantageous in identifying and determining if there is a relationship between factors such as age, location
and awareness and purchases of Fair Trade products.

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Data Collection

Within this study, the data collection process will be retrieved in the forms of primary and secondary
research. Primary research refers to original data which is collected for a specific goal whereas secondary
research is data originally collected for a different purpose and reused for another research goal (Hox &
Boeije 2005). In this market research study, primary data will be collected directly from La Trobe students
using a semi in-depth survey questionnaire (see appendix 1) and analysed using current and relevant
secondary data related to Fair Trade, ethical consumerism and responsible business. There are a total of 250
students enrolled in the subject Marketing Research. Each student will be acting as researchers, collecting
data from at least 5 respondents currently undertaking studies at La Trobe University. As such, data will be
collected from a total of at least 1,250 questionnaires which will be completed and conducted for analysis.

Additionally, in this market research study, the two types of data which will be collected include
qualitative and quantitative. Under secondary research, qualitative data will help understand the complexity
and context of research subject (Hox & Boeije 2005). In this case this refers to attempting to gather an
understanding of respondent’s perceptions, opinions and attitudes regarding Fair Trade, Seven Women and
ethical consuming using texts such as transcripts and field notes. Under primary research, quantitative data
is collected to describe data numerically in terms of objects, variables and their values (Hox & Boeije 2005,
p. 593). In this case, this type of research will aim to provide information and data to Stephanie Woollard
regarding how many La Trobe student’s currently engage in ethical consumption of products, how many are
currently aware of what a responsible business is and how many are willing and able to purchase Fair Trade
products in the future. This data will then be used to test the previously identified hypothesis statements in
order to analyse the data collected as well as identify the relationship between variables and measure the
frequency of observations (Burns, Veeck & Bush 2017).

Sample and Sampling Process

This marketing research study is being undertaken to identify, analyse and learn about the attitudes,
opinions, beliefs and behaviours held by the entire population of La Trobe University Bundoora students
regarding Fair Trade, ethical consumerism and responsible business (Burns, Veeck & Bush 2017). This will be
achieved by taking and investigating a subset of this population (sample) which will allow inferences to be
made based on the information provided by the sample data (Burns, Veeck & Bush 2017). In this case, the
size of the population is 36,278 which is the number of students enrolled at La Trobe University Bundoora
(La Trobe University 2014). As previously mentioned, the sample size will be around 1,250 students who will
complete questionnaires within a period of approximately two weeks.

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In terms of the sampling process, in marketing research, all sampling falls into two categories,
probability and nonprobability (Burns, Veeck & Bush 2017). The most appropriate sampling method for this
research is the probability method which refers to a technique in which members of the population have an
equal opportunity in being chosen in a representative sample (Burns, Veeck & Bush 2017). In other words,
every student at La Trobe University has a fair chance of selection (Etikan, Musa & Alkassim 2016). As this
marketing research would like to gather the opinions of all students, that is, both business and non-business
students, probability simple random sampling has been selected as the sampling method for the selection
of respondents. Although this method can be time consuming and in some instances difficult to organise,
this sampling technique has been chosen as it offers a wider variety of advantages including its ease-of-use
and its ability to accurately represent the larger population. This will prove useful in making generalisations
and conclusions about the population of La Trobe university students (Dissertation Laerd 2012).

Statistical Analysis

Once data from the questionnaires has been collected and collated, answers will be entered into
SPSS which is a software program that allows many forms of statistical analysis to be performed. This analysis
will be extremely useful for this marketing research (Upton & Cook 2014). Three types of statistical techniques
analysis have been chosen to be used on the collected data which will aim to provide an in-depth
examination into La Trobe University Bundoora student’s opinions, attitudes and behaviours. These include
descriptive, association and inference analysis. Descriptive analysis refers to quantitative data such as mean,
mode, median, frequency distribution and standard deviation (Hair 2011). This type of analysis will be used
in this marketing research study to summarise basic findings for the sample and to identify any patterns in
the responses given by La Trobe students (Hair 2011). Some of the variables that will be analysed using
descriptive analysis include; gender, age, residency, educational background, accessibility to Fair Trade
products and current consumption levels of ethically sourced products. Associative analysis aims to
determine if there is any relationship between certain variables (Burns, Veeck & Bush 2017). In this instance,
the main relationship variables that will be analysed include; students age and how this impacts their views
on Fair Trade, students location and the impact this may have on accessibility when purchasing Fair Trade
products as well as the cost of Fair Trade products how this correlates to purchase patterns. Inference analysis
is used to create conclusions about the population’s characteristics based on the sample data (Burns, Veeck
& Bush 2017). Using this type of analysis on the sample dataset will allow inferences to be made about the
opinions, perceptions and awareness levels regarding Seven Women and other responsible businesses held
by the entire population of La Trove University students. Overall, this statistical analysis process will allow for
conclusions to be drawn and hence be useful in proving or disproving the previously discussed hypotheses
(Burns, Veeck & Bush 2017).

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REFERENCE LIST

Bucic, T, Harris, J & Arli, D 2014, ‘Ethical Consumers Among the Millenials: A Cross-National Study’, Journal
of Business Ethics, Vol 110, pp. 113-131.

Burns, AC, Veeck, AF & Bush, RF 2017, Marketing Research, 8th Edition, Pearson Education, USA.

Carrington, M J, Neville, B A & Whitewell G J 2010, ‘Why Ethical Consumers Don’t Walk Their Talk: Towards
a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying
Behaviour of Ethically Minded Consumers’, Journal of Business Ethics, Vol 97, pp. 139-158.

Chatzidakis, A & Mitussis, D 2007, ‘Computer ethics and consumer ethics: The impact of the internet on
consumers’ ethical decision-making process’, Journal of Consumer Behaviour, Vol. 6, pp. 305-320.

Creswell, J 2013, ‘Research Design’, Qualitative Inquiry and Research Design: Choosing Among Five

Approaches, Vol. 5 pp. 5-6.

Dissertation Laerd 2012, Convenience Sampling, Dissertation Laerd, viewed 26 March 2017,
<http://dissertation.laerd.com/convenience-sampling.php>.

Doherty, B & Clarke, D W 2012, ‘Drawing on “Producer-Tours”: A Technique for Addressing Consmer

Uncertainty Surrounding the Consumption of Fair Trade Food Products’, Journal of Nonprofit & Public Sector
marketing, Vol. 24, pp. 296-320.

Etikan, I, Musa, SA & Alkassim, RS 2016, ‘Comparison of Convenience Sampling and Purposive Sampling’,

American Journal of Theoretical and Applied Statistics, Vol. 5, No. 1, pp. 1-4.

Fairtrade 2016, What Fairtrade does, Fair Trade, viewed 19 March 2017, <http://fairtrade.com.au/en-au/what-
is-fairtrade/what-fairtrade-does>.

Fair Trade Association, 2017, Frequently Asked Questions, viewed 26 March 2017,
<http://www.fta.org.au/frequently-asked-questions.html>.

Fridell, G 2014, Fair trade slippages and Vietnam gaps: the ideological fantasies of fair trade coffee’, Third

World Quarterly, Vol 35, No 7, pp. 1179-1194.

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Hair, J 2011, ‘Three different types of research design’, Journal of Essentials of Business Research Methods,

Vol. 1, pp. 147-148.

Harrison, R, Newholm, T & Shaw, D 2005, The Ethical Consumer, SAGE, London.

Hox, JJ & Boeije HR 2005, ‘Data Collection Primary vs Secondary’, Encyclopedia of Social Measurements, Vol.

1, pp. 593-599.

La Trobe University 2014, Facts and Figures, La Trobe University, viewed 26 Macrh 2017,
<http://www.latrobe.edu.au/about/at-a-glance/facts-figures>.

Schaper, M, Volery, T, Weber, P & Gibson, B 2014, Entrepreneurship and small business, 4th Asia-Pacific

Edition, John Wiley & Sons Australia, Milton, QLD.

Seven Women 2016, About, Seven Women, viewed 23 March 2017,

<http://www.sevenwomen.org/about.html>.

Upton, G & Cook, I 2014, SPSS, A Dictionary of Statistics, A Dictionary of Statistics.

Wheale, P & Hinton, D 2007, ‘Ethical Consumers in Search of Markets’, Business Strategy and the

Environment, vol. 16, pp. 302-315.

Yamoah, F A, Duffy, R, Petrovici, D, & Fearne A 2014, ‘Towards a Framework for Understanding Fairtrade
Purchase Intention in the Mainstream Environment of Supermarkets’, Journal of Business Ethics, Vol 136, pp.
181-197.

Yin, RK 2009, Case study research: Design and methods, 4th Edition, Sage Publications, Thousand Oaks,

California, USA.

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APPENDIX 1 – QUESTIONNAIRE

ATTITUDES OF STUDENTS TOWARDS FAIR TRADE, ETHICAL CONSUMERISM & RESPONSIBLE BUSINESS

We are conducting research to better understand La Trobe University students’ awareness, levels, opinions,
perceptions and behaviours regarding Fair Trade, consumption of ethical sourced products and responsible
business practices. The results of this research will provide crucial information in gauging how open, willing
and able students are towards purchasing Fair Trade products.

Q1 Are you male or female?

 Male  Female

Q2. What is your age range?

 15 – 19  20 – 24  25 – 29  30 – 34  35 – 39  40+

Q3. Are you a domestic or international student?

 Domestic  International

Q4. Are you a business or non-business student?

 Business  Non-business (i.e psychology, law, science)

Q5. Where do you currently live?

 Northern Suburbs  Southern suburbs  Eastern suburbs  Western suburbs

 Other - please describe __________________________________________________________________________

Q6. Do you know what a social enterprise is?

 Yes  No

Q6a. If you previously answered yes, please describe.

_______________________________________________________________________________________________________

Q7. Have you heard of the organisation Seven Women?

 Yes  No

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Q8. Do you consider a retailers ethical sourcing before purchasing products?

 Yes, definitely

 Yes, sometimes

 No, not much

 No, not at all

Q9. Do you consider responsible business and fair trade an important aspect to you as a consumer?

 Yes  No

Q10. If you were older, do you think that would impact your view of ethical business and fair trade?

 Yes  No

Q11. Do you know what the fair trade symbol looks like?

 Yes  No

Q12. How many fair trade products do you own?

 1–3  4-7  8-11  12+

Q13. Do you think fair trade products are marketed and brought to your attention enough?

 Yes  No

Q14. Do you think your location affects your ability to purchase fair trade products?

 Yes  No

Q15. What do you consider to be the biggest barrier when purchasing fair trade products?

Tick all that apply.

 Brand loyalty

 Appearance

 Cost

 Quality

 Consumer awareness

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Q16. Would you be willing to pay more for Fair Trade products knowing that you are helping someone live
an adequate life with access to clean drinking water, food and shelter, due to them being paid a fair wage?

 Yes  No  Perhaps; if I knew more

Q17. If fair trade products were more readily available to you, would you consider purchasing them?

 Yes  No  Maybe

Q18. If fair trade products were sold at La Trobe University, how likely would you be to purchase them?

 Extremely likely  Somewhat likely  Would not make any difference

 Somewhat unlikely  Extremely unlikely

Q19. On a scale of 1 to 10, if you saw a fair trade product and a non-fair trade product in the supermarket,
how inclined would you be to purchase the fair trade product?

With 1 being highly unlikely and 10 being highly likely.

 1  2  3  4  5  6  7  8  9  10

Q20. Do you consider yourself an ethical consumer?

 Yes  No

Q20a. If you previously answered yes, on a scale of 1 to 4 how ethical would you say you are?

 1. Not very ethical

 2. Slightly ethical

 3. Quite ethical

 4. Very Ethical

Q21. Which of the following reasons would encourage you to buy more fair trade products?

Tick all that apply.

 Better understanding of the positive impact of fair trade products

 Same priced goods as non-fair trade products
 Wider range of fair trade products
 Offers or promotions on fair trade products
 Other - please describe __________________________________________________________

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Q22. Which product would you most be willing to buy that is classified as fair trade?

Please select one.

 Tea  Coffee  Chocolate/Cocoa  Sugar  Handicrafts  Soap  None

 Other - please specify ___________________________________________________________________________

Thank you very much for your time.

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