The United Kingdom’s Fair Trade Initiatives

The United Kingdom’s Fair Trade Projects


Background context

The modern enterprise environment could end up being characterised by exclusive diversity and trend towards the globalisation. However, at typically the moment, we’re able to watch the overwhelming occurrance of a smaller number of organizations and the prominence of western companies when developing claims have few chances to your cosmopolitan market due to superior level of competition and monopoly involving international corporations. Yet , this environment along with the lack of chances to the further climb introduce limits intended for these states enhancement and slow up the paces of their monetary growth. For this kind of reason, thinking about good trade appears.

This can be a cultural movement that is inclined to assist creating countries in accomplishing better trading situations and the promo of sustainable producing ( Precisely what is fairtrade? n. in. ). Nevertheless, many of us could state of which the project is definitely dedicated to the broad investigation of the extremely significant aspects of good trade in typically the UK. Picking out plums as the key object of typically the investigation is preconditioned by great acceptance of this system, it is widespread, and healthy eating plan value. Moreover, plums are one involving the agricultural crops that are made from developing states. Typically the simplicity of this kind of plants cultivation, travel, and storage produces it the key move article for claims that grow that (Elliot 2012). Intended for this reason, typically the choice of plums seems rather rational in terms involving the investigation with the basic factors influencing fair trade in britain.

Opportunity and Objectives

At typically the moment we’re able to watch the rapid progression of fair buy and sell and the enhanced standard of attention presented to it. Typically the last several many years could be and also by shift involving priorities towards typically the provision of help to developing claims. The change involving the main vector of the international economys evolution may be the result of typically the fact that now there are many solutions, both human and even natural that may be explored to be able to obtain significant profits and create typically the basis to the further more rise of the parts economies that can in addition have the wonderful impact on typically the global economy.

Moreover, now there is also some sort of constant hunt for fresh sources of profits as the ancient ones might turn into less efficient throughout the modern surroundings. For this explanation, the UK among the most powerful claims involved in the good trade initiative supplies improved trading situations to developing claims and hopes intended for the further climb of its economic system. At the time, there are goods like coffee, chocolate, textile, bananas, sweets, and other largely agricultural goods may be seen in typically the UKs market, retailers. Thus, the complete fair-trade sales generated even more than $992 thousand in producer earnings and continued to cultivate ( Fairtrade by the quantities d. d. ). Intended for this reason, it might be an important happening which will not always be disregarded.

Thus, the key target of this job is to researching the kind of data relevant to the peculiarities of fair buy and sell in the Unified Kingdom along with the key factors that effects its evolution and even development. Because generally there are different goods sold in name on this social activity, bananas are picked as being the main subject with the investigation. Intended for this reason, the key research question feels like:

What factors affect consumers choice if purchasing fair buy and sell bananas, in typically the UK?

Mainly because it gets into from the chosen question, investigation with the main tendencies throughout modern society and even individuals peculiarities influencing their choice turns into the key aim involving the given job. The increased complexness of social contact and the lifestyle of unique popular features of peoples mentalities which may affect consumers and the desire to get certain goods end result in the need to collect personalized data that may help to help make a conclusion on the subject of the prevailing components the impact the decision.


For the duration of the project, many of us managed to look into the key tendencies relevant to the progression of fair buy and sell in the BRITISH, customers behaviour relevant to it, and even facts impacting their very own choice. The trustworthy data was accumulated using an especially created survey. It absolutely was used to description the key tendencies throughout the given ballpark and determine typically the perspectives due to its even more development and progression.

Guide of the Feuille

Typically the given dissertation involves the introduction, literary works review, description with the research methodology and even evaluation of typically the main findings. Typically the paper provides certain graphs to display the main inclinations in the ballpark produce the terrain for the debate. At the ending of the doc, a conclusion has and the opportunity for the future work discussed.

Literary works Assessment


The chapter supplies a brief guide of the pertinent data found throughout different sources. That consists of Qualifications, Aspects of Light Trade , Customers alternative, Perspectives sections and even assists in typically the improved comprehending involving the theoretical structure.


In line with the latest statistical files, the consumption involving fair trade goods has grown drastically in the BRITISH (FLO 2009a; FLO 2009b; FLO 2009d). At the time, it might be considered one particular of the very best markets of light trade goods of which provide opportunities intended for developing countries to be able to obtain extra profits and guarantee their very own growth (EFTA 2009). The table listed below demonstrates the enhanced importance of good trade for typically the UK (see Fig. 1). The presented process is also discussed by the important shifts in lenders mentalities and typically the rise of honourable and political problems (Benjamin 2006). Buyers start to feel that sources of goods are important too and even buying certain most desired they could help developing states (Blackwell & Miniard 2001).

Intended for this reason, we’re able to observe the visual appeal of recent consumer behaviors characterised by typically the ethical inclinations and even moral grounds of which precondition some alternative (Lyon, 2006; Golding & Peattie 2004). Carrigan and Attalla (2001) claim that strength is an important factor that have to be considered if planning and studying consumer behaviour. The customer uses special decision-making techniques of which help him/her to select and decide which in turn product to get. Besides, the decision-making process is actually impacted by a set of subjective factors and ethical considerations which are an integral part of a persons worldview and consumer behaviour. In this regard, every day a buyer faces an ethical dilemma when deciding which product to buy. This fact has a considerable impact on the evolution of fair trade initiative in the world.

The rise of fair trade in the UK could be associated with the increased popularity of the ideas of progressivism and the desire to improve living conditions in states suffering from poverty (Low & Davenport 2007). Trying to show their positive attitude to this idea and provide at least some support to emerging nations, British people willingly engage in the fair trade initiative and feel themselves a part of the global discourse. European Fair Trade organisation states that in 2012-2013 fair trade sales generated $992 million for people working in the given sphere (see Fig. 2 ). It means that people from developed states invested in the economies of countries suffering from different problems (Keller 2005). This fact is obviously taken as one of the great advantages of fair trade that precondition its further rise and popularisation among people.

The high pace of the evolution of this phenomena is also preconditioned by the massnvolvement of numerous states characterised by the high buying power of its citizens. The world statistics show that states like the USA, Canada, France, Germany, the UK, etc. try to support the given practice and contribute to its spread all over the world ( Facts and figures about fairtrade n. d. ).

Aspects of Fair Trade

As for the UK, products certified by fair trade and characterised by specific quality remain consistently popular (Ajzen 1988). However , to be certified in accordance with fair trade standards, a product has to meet conditions outlined by the European Fair Trade organisation (FLO 2009c). Besides, an autonomous and independent essential company known like Fair Trade Labelling Organisation investigates the particular main conditions beneath which a specific merchandise is manufactured besides making its final bottom line. Only after these kinds of sort of evaluation an item might seem in the united kingdom ( Who we all are n. d). Apart from, the states good involvement in the particular given process can also be the result of the comparatively extended history of co-operation involving the UK in addition to main exporters regarding fair trade items ( Crucial industry facts n. d).

The particular concept of major trade appeared found in 1950 when a new Dutch developing organization suggested an special trade label that will could be applied for products together with unique characteristics ( Who we all are n. d). Although coffee was the particular first product that will got this tag, a great many other goods such as cotton, cocoa, plums, and so forth soon started to be portion of this exercise (FT-DK 2009b). Therefore, nice of these types of very products can be explained utilizing a historical context. The reality is that the farming of such plants needs specific climate circumstances that could end up being present in states taking part in fair business. Therefore, within a certain period of their particular history, these extremely countries were completed colonies and applied as an uncooked material base. This specific fact impacted their particular further evolution, in addition to at the minute the particular given sphere regarding the industry continue to remains one regarding the main options for incomes for all of them.

Apart from, the adherence in order to this very exerci revealed that a maker could get a new fair price regarding his/her products regardless of complex market circumstances (FLO 2009b). Many sources also describe the fact that will environmental considerations likewise became an crucial factor that afflicted the rise in the popularity of reasonable trade in the particular UK (Carrigan & Attalla 2001; EFTA 2009). For occasion, FLO (2009d) features specific demands in order to farmers considering the particular use of fertilisers, pesticides, and additional chemicals. In situation the given specifications are not achieved, a product may not be within the fair trade ( Facts in addition to figures n. d. ). That is exactly why the majority regarding goods provided in order to the UKs customers in terms regarding the fair business initiative could possibly be characterized by an exceptional top quality ( Who else we are n. m. ). According in order to the research, inside the UK the particular fairest trade items include coffee, teas, bananas, sugar, 100 % cotton, and honey (see Fig. 4 below) ( Buyer issues n. d. ).

The particular figure shows that will coffee and plums comprise almost all of the entire export performed inside terms of reasonable trade. However, the particular % of additional goods is likewise significant. This reality only proves the particular above-mentioned assumption that will outlines the elevated importance of reasonable trade and a large number of goods brought in towards the UK found in its terms. Inside case the offered practice is not necessarily explored, UK customers will obviously experience food shortages. Thinking of the fact that will the united kingdom is one regarding the main members to the growth of the particular practice (FLO 2009e), the importance regarding picking out these extremely products increases (FT-DK 2009a; EFTA 98; EFTA 2009). Global agencies state the particular consumers in the particular UK might decide the evolution regarding fair trade by way of a own preferences and private attitudes (FLO 2009e). For this purpose, the investigation regarding the main elements that might influence consumers choice in addition to make them acquire one or one more product becomes a new central task regarding a researcher who else analyses the offered issue.

Customers choice

The materials devoted to the particular study of consumer conduct and factors that will might impact their particular choice outlines the particular fact that loved ones values, religion, peculiarities of mentality, in addition to other factors may possibly have a fantastic influence on the particular choice of much more another product (FLO 2009c). At the particular same time, also, they are characterised by the particular increased comprehending regarding the main factors of fair business and its major purposes (see Fig. 5).

Vast majority of the particular population in the UNITED KINGDOM understand the which means of the reasonable trade symbol in addition to benefits it assures to farmers (Elliot 2012; Ferran & Grunert, 2007). Getting fair-trade bananas, persons are sure this specific money to be used in order to sponsor farmers inside countries the location where the farming sector is among the major sources of profits. Additionally, Figure a few also shows that will UK consumers usually are sure that self-employed classification is the particular main factor that will could help in order to verify ethical promises that the schedule for the more evolution of the particular fair trade motivation in the nation. Therefore, massive supermarket chains want Sainsburys also take part in the offered practice and identify benefits it may promise to them. Extra, the tendency toward the appearance regarding the positive perspective to fair deal products, in basic, becomes obvious in addition to it creates the particular ground for the particular further discussion regarding the given concern. For this purpose, we’re able to speak regarding the conscious selection that is preconditioned by an established of factors (Foxall, Goldsmith & Dark brown 1998; East 1997).

Very first of all, this is an environment concern. The propensity for the adherence in order to eco-friendly practices together with the increased understanding of their particular importance resulted inside the increased focus to floods, deforestation, global warming, and so forth. (East 1997). Fairtrade is known as one regarding the ways in order to improve the specific situation (Elliot 2012). Blackwell in addition to Miniard (2001) express that the major purpose of any obtain would be to satisfy physical and psychological demands. That is why, the clear out comprehension of the key factors impacting this kind of choice can certainly help to be able to trace the progression of the require for fair buy and sell products including plums and customers sujet (Arbnor & Bjerke 1997; Blackwell & Miniard 2001). In addition to, when buying overseas products, consumers comply with specific decision-making habits, trying to examine the effects of their very own choice (Fishbein & Ajzen 1975). Experiments also show of which ethnocentric consumers like to buy selfmade products (Hair ain al. 2005) if individuals with international thinking might look at foreign goods the appropriate replacement for some others (Foxall, Goldsmith & Brown, 1998).

Furthermore, some sort of person might in addition refuse a selected product because of beginning (Flick 2006) or perhaps under the effects of cultural features (Golding & Peattie 2004). For illustration, someone might certainly not want to get Italian goods mainly because of his/her personalized negative attitude to be able to the state (Blumberg, Cooper & Schindler 2005). It turns into obvious that typically the consideration coming from all aforementioned factors is important if providing products to be able to specific markets. Research of these features also becomes crucial. It helps to be able to create a selected forecast related to be able to the further progression with the factors of which might impact buyers choice and the need to buy selected goods. Thus, at this time, we could watch the tendency to the acceptance and even consumption of merchandise that had been manufactured in another country (EFTA 2009). Typically the given alteration involving consumer behaviour highlights good setting intended for the evolution involving fair trade and even an increase throughout the degree of demand. In addition, advertising and various other resources functioning in addition preconditions the rise inside of the popularity involving this relatively fresh practice. For that reason, typically the UK is one particular of the key consumers of good trade goods on the globe at the time ( Out and about impact story n. g.. ), along with the levels of demand continue to be increase.


Nevertheless, speaking concerning the perspectives involving the fair buy and sell in the place along with the demand intended for bananas, as being the key object of the research, the theoretical blocks of the Designed Behaviour model and its particular peculiarities should get explored. Besides, plums are among the most well-liked products among buyers ( Specifics and figures n. g. ). The combo of useful attributes, taste, and selling price makes this vegetable an important part of the food selection with the majority involving people moving into typically the UK. However, typically the cultivation of typically the plant demands certain climatic conditions and, of which is why it ought to be imported from various other states.

As well, it is definitely not a sophisticated process, and some sort of high level involving competence is certainly not demanded. In this kind of regard, bananas turn into an optimal alternative for countries playing fair trade. Additionally, the search intended for new sources involving incomes joined with some sort of great need intended for the reconsideration involving modern relations have to be considered various other factors that precondition the further climb of this quite initiative. The enhanced paces of typically the globalisation improve typically the terms of typically the cooperation between claims and in addition outline typically the existence of critical problems related to be able to the evolution involving different states. Intended for this reason, typically the further development involving fair trade looks inevitable since it is the integral part involving the modern intercontinental discourse and structure that incorporates progressivism and humanism. The identical deals with typically the UK and its particular economic system.



Typically the given part supplies a description and even justification of typically the methodology which is definitely used to look into the situation and attain credible results. Generally there is also data about sampling, limits, analysis with the benefits, and aptitude involving the approach looked into in terms involving the project. That consists of eight sections which are generally Methodology, Quantitative, Qualitative, How approach meets the design, Trying, Limitations, Analysis involving results.


Considering the peculiarities with the project, some sort of specific methodology to be able to collect the necessary data should turn out to be suggested. One have to perfectly realise typically the fact that typically the usage of the kind of information is one particular of the essential factors that identify the credibility involving findings and leads to the improved ultimate outcomes. For this kind of reason, picking out ideal methodology becomes vital. To collect the info, the survey based upon answers and notices of consumers inside of two shops was basically created. The inquiries in the analysis are designed to be able to improve the being familiar with of the matter and guarantee some sort of clear comprehension of typically the main aspects how the UK consumers look at when buying good trade bananas.


Thus, typically the above-mentioned tool is definitely considered one of many quantitative methods which might be necessary to collect statistical data related to be able to the peculiarities involving a certain happening. For this explanation, the survey seemed to be conducted in a manner that aided to collect the main statistical data relevant to consumers. The research of the chosen data might support to determine typically the structure of typically the category that wants buying fair buy and sell bananas. On this factor, typically the survey asks some sort of participant to point sexual, gender, and grow older. These data can be used to be able to create certain teams characterised by special preferences and identify their attitude to be able to the suggested product or service. Moreover, the review also touches after the level involving incomes in order to typically the correlation between your twelve-monthly revenues and private personal preferences related to good trade bananas. For that reason, the usage involving the quantitative approach is crucial to the study. Additionally, typically the analysis of typically the relevant literature done in the last section is definitely one of typically the methods that will be expected to give relevant statistical files related to typically the popularity of fair trade, its major concerns, etc .


However , the main aim of the project is to determine the factors that impact consumers choice and behaviour. For this reason, the qualitative methods of the research should be explored. Besides, the survey created on the basis of customers answers also contains questions that will help to collect personal data related to the aspects that impact peoples choice and precondition their adherence to fair trade bananas. For this reason, the above-mentioned survey could also be considered a qualitative tool that is introduced to analyse this sort of data. Besides, the respondents are asked what factors impact their choice when buying fair trade bananas, what attitude they have to the increased popularity of the practice, and whether they are satisfied with the quality of suggested goods or not. The given data is needed to determine the main factors impacting peoples choice and perspectives related to the evolution of fair trade bananas in the UK.

How Approach Fits the Design

As it becomes obvious, the usage of both qualitative and quantitative methodology in the research means that the mixed method that incorporates these approaches is chosen. The preference given to this very way of data collection could be easily explained by the peculiarities of the study, its main goals, and desired outcomes. The main research question is to determine the factors that impact customers choice and preferences. For this reason, the usage of the quantitative approach only will not help to collect personal data. At the same time, to trace the evolution of a certain phenomenon within a country, community, or a group of people statistical data is needed. That is why quantitative methods should also be used to process the statistical data and provide the forecast related to the further evolution of fair trade in the UK. In this regard, the chosen approach fits the study design and contributes to the increased credibility of the findings.


As for the sampling technique, there are several peculiarities that preconditioned the usage of purposive sampling. First of all, as the given research is aimed at the investigation of the main factors that impact the choice of fair trade bananas, only consumers with experience with fair trade bananas are recommended for the study. They will provide personal data related to the peculiarities of the above-mentioned choice and contribute to the increased credibility of the final results. Moreover, a sample size should also be determined as it affects the overall success of the whole project and helps to demonstrate certain tendencies in the population (Saunders, Lewis & Thornhill 2015). Given that, a sample size of 60 respondents was chosen for the research. They were suggested to complete a survey and contribute to the improved understanding of the main peculiarities of the given research question.


However, there are also several limitations that come from the character of the suggested research project. First of all, the number of participants is limited. It is difficult to engage great masses because of the impossibility to process significant torrents of data that will originate from their surveys. Moreover, we are usually also limited inside the choice associated with respondents as just individuals who have certain encounter with fair buy and sell bananas might take component in the study. Additionally, the utilization of the study that consists of a constrained number of queries could be regarded as another limitation associated with the given task

Evaluation of outcomes

The individuals responses must be gathered and processed in order to answer the recommended research question plus present this information in an suitable way. For this particular reason, the utilization of visuals will be strongly recommended. Solutions to the most crucial questions will become analysed and offered by means of graphs, layouts, or tables. The particular usage of the particular given pattern will certainly obviously contribute in order to the improved knowing of the last outcomes and create the paper simpler to understand plus navigate for any popular reader.



The chapter is made up of two areas which are Results and Main Habits and Perspectives. This presents the outcomes of data selection, their structuring plus processing. The section also contains graphs which are required to enhance the knowing of the concern.


The particular survey is the particular main tools that will are created in order to investigate the primary points of the particular given issue and supply credible results associated with is perspectives. This pretty research was carried out among 60 respondents (37 females, twenty three males) who have been requested to complete the particular forms suggested for them. To attain the particular increased credibility associated with research findings, the particular pilot version associated with the survey has been tested on clients of a particular shop. It assisted to determine the most essential questions including all of them in the last version which has been distributed between respondents. The outcomes show that will they are part of 4 age groups 18-22, 25-34, 35-44, plus 45-54 years. The largest one is 25-34 (22 individuals) which usually could be described by the excellent social activity associated with this very team and involvement within different projects. Additionally , the fact that will representatives of those age group groups comprise nearly all respondents also plays a role in the great importance from the final information because they could become considered the primary contributors to the particular further evolution associated with the state.

The amount of earnings also differs. While one can notice in Fig. seven, nearly all respondents are usually characterised by the particular annual income associated with £25, 000-£49, 666666666 per year (25 respondents). The provided group does not really belong to the particular privileged class, and percentage, correlation includes the bigger half of the populace of the UNITED KINGDOM. This fact assists to trace the particular evolution from the mindset to fair industry and use it in order to the rest associated with the population. Nevertheless, individuals with the amount of incomes £200, 500 and up had been not contained in the analysis as they had been inaccessible. It can be explained by the particular fact that really often representatives associated with this very team do not set off shopping on their own. These people have special employees responsible for their own menu. That will be why the information associated with their options and preferences stay inaccessible and can not be talked about.

The larger part of respondents (50 individuals) mentioned their positive mindset to fair buy and sell bananas, 6 had been neutral, and just 4 people experienced a negative mindset.

The survey also shows that the vast majority of respondents possess a neutral first reaction to the product (75%). Simultaneously the quantity of positive plus negative reactions has been almost equal (see Fig. 9)

Furthermore, the information collected through the survey also shows that socio-cultural aspects, price, the high quality, and personal choices are the primary aspects the effect customers choice plus precondition their good attitude to true trade bananas. Nevertheless, there were furthermore other points including personal attitude or social stereotypes (see Fig. 10) that impacted consumers option and which ought to be taken in to the consideration whenever discussing the outcomes from the study.

We could also admit the great quality from the suggested products since the majority of respondents (43) were really satisfied with fair industry bananas (see Fig. 11). At the same time, presently there were no unfavorable answers.

Furthermore, 46 people would rather choose buying fair industry bananas than other people, and only fourteen stated that presently there was no distinction for them. Furthermore, thirteen respondents might hardly recommend these goods to their own friends, when the sleep of the consumers (47) would most likely do it. Lastly, 30 individuals need fair trade to evolve in the region, 15 are usually against it, plus 15 are certainly not fascinated in the provided issue.

Main tendencies plus perspectives

Having investigated the outcomes of the research, we could come to the conclusion that this attitude to the fair trade bananas is overall good. People have good anticipation associated with the high quality of the suggested product and the price. Additionally, the majority of individuals aged from eighteen to 44, that might be considered the most active purchasers, are satisfied with the evolution of fair trade in the region. This particular group can also be characterised by the stable level of incomes, meaning that they will certainly contribute to the increased number associated with fair trade bananas. However, the direct correlation between income and preferences inside fair trade has been not observed. When it comes to main factors that impact customers option opinions divided. Socio-cultural factors, price, high quality, and personal choices became the primary causes of providing preferences to good trade bananas.

It means that that in the majority of instances consumers use the same approach these people use to other products when buying good trade bananas. However , the presence associated with the socio-cultural element in the listing also indicates that individuals might take in to account the country of origin plus their contribution to the evolution associated with fair trade in the UK. The high level of satisfaction along with the quality from the suggested goods shows that an arranged of measures launched to monitor the quality of fair trade products remain efficient. All of us stated above that quality concerns are usually one of the main factors that impact the increase from the popularity associated with this practice within the UK. Within this regard, the information related to the customers satisfaction along with the quality gets extremely crucial since it could be utilized since the evidence to the further popularisation of fair industry the state of hawaii. Moreover, considering typically the alteration of typically the attitude to the product or service from neutral (see fig. 9) to be able to positive (people have been satisfied with typically the product), we may imagine there is definitely the tendency on the positive shifts inside the attitude to good trade bananas.

The presented survey helped people to gather typically the information essential for typically the comprehensive investigation with the issue and it is discussion. Processing typically the given data many of us could claim that typically the results were largely predictable. The bulk of the participants were sure of which playing fair buy and sell they can obviously support our planet to turn into better.

Conclusion and Tips


Typically the given chapter summarizes and evaluates typically the information presented inside the dissertation and typically the main research studies obtained in typically the course of typically the investigation. It repeats the objectives involving the paper and even describes the fact that major tasks were completed. Additionally, future ideas are also discussed.

Brief summary

Totally, we could watch the blistering progression of fair market worldwide in addition to typically the UK. At typically the moment the region is single of the key importers of goods manufactured in claims which participate throughout this initiative. Typically the adherence to this kind of very practice is definitely expected to help emerging nations that help them to boost the state involving their economies. This kind of factor could turn out to be considered an significant aspect that affects consumers choice and even preferences. At this time, generally there is a selected pair of goods which in turn are imported to be able to different states across the world in terms involving fair trade. These kinds of are coffee, candy, honey, cotton, and so forth The survey executed in terms involving the project demonstrates that people are fulfilled with the quality of the product and will continue buying it. A product labelled with this very mark possesses a set of qualities that make its price relevant.

This very fact obviously impacts customers choice and, the conducted survey proves it. UK customers choice is also impacted by price, socio-cultural factors, and personal preferences. Considering the fact that the majority of the respondents belonged to social groups characterised by average incomes, the price was an important aspect that preconditioned their choice. Besides, fair trade bananas are cheap, and they are characterised by high quality. As for the socio-cultural factors, UK people who support the given initiative have an increased level of social activity and realise the way this mechanism works. In this regard, their choice is impacted by the desire to show the attitude to the manufacturers of fair trade bananas and also feel an important part of the international discourse. Finally, personal preferences might also play a great role in the decision-making process The survey shows that 17% of respondents followed their attitude and preferments and described them as the main factor impacted their choice.


Besides, a stated in section 1. 2 Scope and Objectives The main aim of the project is to research the relevant data related to the peculiarities of fair trade in the United Kingdom and the main factors that impact its evolution and development. Additionally, it was also crucial to determine the aspects that impact consumers choices in the UK. In the course of the investigation, we managed to obtain the data which describes these main factors and explains tendencies peculiar to the given sphere. In such a manner, quality, price, personal preferences, and socio-cultural factors are called the main drivers that impact consumers choices and precondition the rise of fair trade in the UK. Using the data presented in section 4. 2 Findings we obviously managed to prove the fact that fair trade still evolves and positive perspectives related to the further rise of this practice are discovered. Consumers prefer to buy fair trade bananas more often in case the fair trade label is noted. Altogether, we managed to achieve the outlined goal and conduct research that resulted in the improved comprehending of the major concerns related to the fair trade and consumers behaviours in the UK. The task was accomplished at the high level and our finding does not contradict to the theoretical data provided in the literature review section.

Future Work

However, as we have already stated (see section 3. 7 Limitations) there are certain limitations in our study which introduce the necessity of further improvement. To enhance the credibility of findings, it is vital to work with a large population and increase sampling size as well as the number of questions in the survey. The given approach will help to cover more layers of the population and assess their attitudes to the fair trade practice. Furthermore, additional questions will contribute to the comprehensive examination of other factors impacting customers, their behaviour, and preferences, which were not touched upon before. The results of our study coincide with the main tendencies outlined in section 2 . 4 Customers choice and prove the great popularity of fair trade in the UK. Altogether, we should state that the project was successful and the majority of tasks were accomplished as planned. However, there also were certain problems related to the survey design, its distribution, and data collection. For this reason, it is crucial to engage more respondents and create efficient ways of information exchange.

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