... the study, including both aims and objectives of the investigation. Fairtrade has been an issue that has been sensitive and unsettled for the past ten years. Both, the Organic and Fairtrade sector has seen accelerating growth in the food and drink industry as this sector has experienced fundamental changes in consumer buying patterns and attitudes. As economists argue, Fairtrade is far from government subsidy, instead 'its success depends on market demand, not political lobbying' (Economist's View, 2006). The Fairtrade Foundation tries to promote improved working conditions, better prices, local stability and fair terms for farmers and workers in developing countries. The Fairtrade Labelling Organisation International has had an impact upon consumers, as it has created awareness surrounding the issue and has produced a 'Fairtrade' mark for consumers to recognise as an independent label. Although Fairtrade Labelling Organisation has created awareness through its marketing, there is scope for much greater attentiveness. Fairtrade ...

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