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Survey on personal motives for not buying fair trade products in Germany in 2018

In 2018, the majority of consumers in Germany did not buy fair trade products because they considered these to be too expensive. 73 percent of consumers preferred to stick to their standard, familiar brands. The data is based on a survey conducted in Germany in 2018 on personal consumer motives for not buying fair trade products.

What are your personal motives for not buying fairly traded products?

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Release date

August 2018



Survey time period

April 16 to May 30, 2018

Number of respondents

572 non-buyers

Age group

14 years and older

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

The question was posed as follows: "I will be reading different possible motives to you about why fairly traded products are not being bought. Please evaluate each statement on a scale from "very important" to "not important at all" when it comes to your own personal motives." Shown here: the top-2-boxes ("very important" and "less important"). Multiple answers were possible.

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Statistics on "Fair trade in Germany"

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