Research in consumer perceptions and attitudes towards apparel labelled as Fairtrade in Helsinki

TransFair USA is piloting a program to be able to Fairtrade certify the whole production process for apparel. Today it is only the cotton in apparel that can be Fairtrade certified. With this pilot program FairTrade USA wants to change the situation so that we in the near future could be talking about Fairtrade apparel, not just apparel made out of Fairtrade cotton. With this study the market in Helsinki for Fairtrade apparel will be studied. Would consumers be interested in these kinds of clothes? The plan is to through a quantitative research find out about consumer perceptions and attitudes towards Fairtrade labeled apparel. Three hypotheses are put down and together with some research questions the intention is to be able to group the respondents in three different groups according to their attitudes. Crosstabulations and frequency testing will be used to give a good understanding on the situation today in Helsinki