Student comprehension and demand for ethical* clothing. * Fairtrade and Living Wage

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1 Student comprehension and demand for ethical* clothing * Fairtrade and Living Wage

2 Demographics Heavily skewed towards female students

3 Demographics Representation of mature students reflective of 20% response rate from Open University

4 Demographics Vast majority of respondents identify as White British

5 Understanding of Fairtrade Male respondents are significantly less likely to strongly agree that Fairtrade means farm workers have not been exploited Male respondents are significantly less likely to agree/strongly agree that Fairtrade means factory workers have not been exploited Students believe factory workers are protected by Fairtrade Students are less certain of the environmental benefits of Fairtrade

6 Understanding of Fairtrade Male respondents are significantly less likely to think that farmers and small producers, and workers in factories benefit from Fairtrade. They are significantly more likely to think that supermarkets, big companies and SU shops benefit than female respondents. Farmers and small producers seen as the clear benefactors of Fairtrade accreditation Over half believe workers in factories benefit Little benefit seen to SU shops

7 Understanding of Fairtrade Male respondents are significantly less likely to think that workers are offered safe and healthy working conditions, are not subject to harassment or discrimination or can join trade unions under internationally agreed labour rights. Most students think Fairtrade guarantees workers a living wage and that safe and healthy working conditions are guaranteed

8 Purchasing Fairtrade Coffee, chocolate and tea are the most recognised Fairtrade products High recognition of availability of Fairtrade clothing

9 Purchasing Fairtrade Coffee, chocolate and tea are the most purchased Fairtrade products along with fresh fruit The nature of clothing purchases mean they occur less frequently

10 Purchasing Fairtrade Majority of Fairtrade purchases occur at supermarkets Only 25% of respondents buy Fairtrade at their SU shop possibly a lack of awareness that products they are buying are Fairtrade?

11 Purchasing Fairtrade Male respondents are significantly more likely to see people not caring enough about the issues as a barrier to purchasing Fairtrade but less likely than female respondents to see availability and choice as barriers. (Perceived) lack of availability is a barrier to purchasing Fairtrade products Fairtrade is also perceived as coming with a premium price

12 Purchasing Fairtrade

13 Purchasing Fairtrade Male respondents are significantly more likely to agree that they don t care how clothes are In general style, cost and quality of clothing come above guarantees that they are ethically produced produced than female respondents. 50% don t care how clothes are produced as long as they are stylish Male respondents are significantly less likely to agree that they would rather buy ethically produced clothing as long as items are stylish and good quality.

14 Purchasing Fairtrade Relatively low awareness of availability of Fairtrade products within SU shops, compared to awareness of availability overall

15 Purchasing university clothing Purchasing of clothing from union may be influenced by proportion of responses from the Open University

16 Purchasing university clothing

17 Willingness to pay Average price willing to pay Standard hoody Fairtrade hoody Fairtrade+Living wage hoody

18 Willingness to pay 37% are not prepared to pay a price differential for FT or FT+ (ie want price parity across standard/ft/ft+) 53% are prepared to pay 2-8 more for FT+ compared to the standard garment 3 being the most heavily weighted 45% are not willing to pay a premium for FT compared to a standard garment (standard/ft) 78% are not willing to pay a premium for FT+ above the FT price