Rob Waring



The awareness of Fair Trade in Japan Graduation ThesisPresented tothe Faculty of the Department ofEnglish Language and LiteratureNotre Dame Seishin University In Partial Fulfillmentof the Requirement for the DegreeBachelor of Arts byYuriko Hattori2020Contents AbstractChapter One : Background1.1 Fair Trade1.2 History of Fair Trade1.3 Previous research on people's reaction to Fair Trade1.3.1 How many people know about Fair Trade?1.3.2 How many people who have seen or bought Fair Trade products ?1.3.3 Where or what kind of Fair Trade products do people buy?1.3.4 Do people want to buy Fair Trade products?1.3.5 Why do people buy Fair Trade products?1.4 Research Questions1.5 ConclusionChapter Two: The Data2.1: Introduction2.2 The experiment / questionnaire2.2.1 Introduction to the questionnaire2.2.2 Method2.2.3 Results2.3 SummaryChapter Three : The Analysis3.1 Introduction3.2 Summary of the results from Chapter Two3.3 Comparing previous research and these data3.4 Research questions3.5 Implications3.6 Limitations of the Experiments3.7 Further research3.8 ConclusionReferencesAppendicesAbstract The purpose of this study was to identify the factors that affect a consumer’s decision regarding purchases of Fair Trade products in Japan. "Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers-especially in the South. Though Fair Trade has expanded globally, the Japanese market for Fair Trade is still small and the awareness of Fair Trade is low. We will research the factors and seek the way to get people to buy Fair Trade products. In Chapter 1, The history of Fair Trade in the world will be introduced and we learn the present conditions of it, how many people know it and what they think about it from some previous research. In Chapter 2, a questionnaire asked the subjects' experience of Fair Trade products and opinions about Fair Trade in several sections. We analyzed the results such as how many people know about Fair Trade and their interests in it. In Chapter 3, we compared the data from the questionnaire to the data from previous research. We found that the subjects who know about Fair Trade are mostly between 20 years old and under 30 years old from the previous research and the questionnaire. The people who have bought Fair Trade products were mainly women. 17.2% of the people strongly want to buy them. Chapter 1: Background 1.1 Fair Trade Chocolates and coffee are loved around the world and we can buy them anytime and anywhere. However, the producers or farmers who grow cacao beans and coffee beans are not well known. Ninety per cent of the world’s cocoa is grown on small family farms by about 6 million farmers who earn their living from growing and selling cocoa beans. Cacao beans are mainly cultivated in Ghana, Nigeria, and the Ivory Coast which produce over 60% of the global cocoa supply. Cacao beans are very delicate and sensitive, so farmers must work hard to protect the trees and maintain the best environment to grow high quality cocoa. However, in spite of the hard work, they earn very little while the big chocolate companies make a lot of money. Many cacao farmers and workers in the Africa have to survive on less than 1.25 US dollars a day. Such a low and insecure income leads to serious social for the farmers and environmental problems. For example, they stop investing in their farms and cut salaries, moreover, in the worst case secenario, they use child labor. Children cannot go to school and cannot get an education. This condition leads them to them being illiterate. Coffee farmers face many significant problems just as the cacao farmers. Coffee is one of the most popular beverages in the world. It makes people happy however there is an often unknown background behind this. Coffee farmers earn only 7-10% of the retail price of the coffee we buy. According to the 2018 U.S. Department of State Trafficking in Persons Report, coffee is produced with forced labor or forced child labor in C?te d’Ivoire, Guinea, Mexico, and Togo. In order to support the farmers and the children, Fair Trade has been suggested. "Fair Trade" is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers especially in the South" according to Fair Trade Advocacy Office. Consumers can easily access Fair Trade products since Fair Trade organizations collaborated with other business companies and produced Fair Trade products that are labeled with the FAIR TRADE mark. Figure 1: FAIR TRADE markAt the same time, their movements have raised people’s interest in Fair Trade. However, although people who live in Europe or other countries spend a lot of money on Fair Trade products, the money that Japanese people spend on the products is very few as shown in the graph below. Figure 2 shows annual purchase amounts of Fair Trade products per person and the amounts are given in units of 1 yen. Especially, countries in Europe are on the top. People who live in Switzerland spend 7,750 yen on Fair Trade products in a year and people who live in Ireland spend 7,271 yen on them in a year. People in Sweden and the UK spend more than 4000 yen. Compared with these countries, the Japanese spend much less money on Fair Trade products and amounts to only 79 yen.Figure 2: The data for annual purchase amounts of Fair Trade products per person from In your journal. 1.2 History of Fair Trade In the 1940s, Fair Trade was started by an NGO which is called Ten Thousand Villages in the US. Handcrafted products were mainly sold as Fair Trade products in early times however food like coffee, tea, fruits and sugar have been popular since an organization from Netherlands imported coffee beans from Guatemala in 1973. Since then, Fair Trade products spread to grocery stores from specialty shops. Table 1 shows a brief history about Fair Trade in the world.Tabel 1: The data for the world history of Fair Trade according to a website "Par Marche" 1946Ten Thousand Villages bought handcrafted products made by females who lived in Puerto Rico. The organization kept buying other handcrafted products which were from South and opened first Fair Trade shop in 1958. 1950sOXFAM　(Oxford Committee for Famine Relief) began to sell handcrafted products made by Chinese refugee at OXFAM shop in Europe. An organization for Fair Trade "Oxfam Trading" was established in 1964. 1967Fair Trade products started to be imported and the first Fair Trade shop in Europe opened in the Netherlands in 1969. "Max Havelaar" that was the first Fair Trade certification label was made in the Netherlands in 1988. 1987EFTA (European Free Trade Association) was established. 1989IFTA (International Fair Trade Association) was established. 65 countries and 293 groups joined. 1994NEWS! (Network of European Worldshops) was established. The members were 15 worldshops associations in 13 countries. Table 2 shows the history of Fair Trade in Japan.Table 2: The history of Fair Trade in Japan according to a website "Par Marche" 1986The third Fair Trade shop opened in Japan. In early 1986, people imported Fair Trade products from Europe. 1989ATJ (Alter Trade Japan ) was established. 1991Global Village was organized as an NGO that protects the environment and works for global cooperation. 1992Nepali Bazaro was established. It has imported and sold products which are from Nepal to support farmers and workers. 1993In April, the first Japanese labeled product was sold. 1993Transfer Japan was established. In 2004, it changed its name to Fair Trade Label Japan due to incorpopercentagen. 1995A Fair Trade shop "Grasurutsu" (Grass Roots) was established by NGO and volunteers. 1997A meeting was held to let people know about Fair Trade in Ikebukuro. 2011"Fair Trade Town Japan" was established. It promotes initiatives for Fair Trade in Japan. 2011, JuneKumamoto city was registered as the 1000th Fair Trade town in the world. 2014In March, world conferences about Fair Trade were held in Tokyo and Kumamoto. 2015Nagoya city was registered as the second Fair Trade city in Japan. 2016Zushi city was registered as the third Fair Trade town in Japan. 2017Hamamatsu city was registered as the fourth Fair Trade town in Japan. 2018Shizuoka University of Art and culture was registered as a Fair Trade university. Not only these NGO groups, but also some companies and cities have acted to promote Fair Trade or sold Fair Trade products, for example Starbucks Coffee signed a contract to sell Fair Trade products in the US in 2000, additionally in 2002 it signed a contract to sell them overseas with FLO (Fairtrade Labelling Organizations International). In 2009, it became the biggest Fair Trade products buyer in the world. 1.3 Previous research on people’s reaction to Fair Trade This section (1.3) will research the awareness of Fair Trade in Japan by looking at some previous research. The previous research were conducted by online marketing solution Co.,Ltd. and Fair Trade Forum Japan.1.3.1 How many people know about Fair Trade? In this section, we will research how many people know about Fair Trade and its definition in Japan by looking at some previous research by the Fair Trade Forum Japan. Figure 3 shows the percentage of people who know about Fair Trade by age and gender. The percentage of people who only know the term "Fair Trade" is 26.7%. The percentage of people who know the concept of Fair Trade is 17.1%. The percentage of people who do not know what Fair Trade is 56.2%. Most of the people do not know about Fair Trade. When we look at the data by gender and age, the percentage of females who know the concept of Fair Trade and know what Fair Trade is, is bigger than that of males. Especially, the percentage of females in their 40s who know about Fair Trade and know what Fair Trade is the biggest, at 51.9%. Both males and females in their 20s who know the term "Fair Trade" and know what Fair Trade does have a percentage of about 50% and is relatively higher than other ages. The younger the age, the higher the awareness of Fair Trade.Figure 3: The data for how many people know about Fair Trade by age and gender1.3.2 How many people who have seen or bought Fair Trade products Next we will research how many people have seen or bought Fair Trade products. Figure 4 shows the percentage of people who have bought Fair Trade products. 57.2% of people have bought Fair Trade products. According to gender, the percentage of females who have bought Fair Trade products is 65.2%. Compared with the percentage of males who have bought Fair Trade products (39.2%), the percentage of females is 20% higher than that of males.Figure 4: The data for how many people have bought Fair Trade products According to Fair Trade Forum Japan, the percentage of people who have not seen the Fair Trade label is 85.2%, and the percentage of people who have seen Fair Trade products is 22.2%.1.3.3 Where or what kind of Fair Trade products do people buy? Figure 5 shows what kind of Fair Trade products Japanese people buy, most of them buy food and the percentage is 90.4%. Accessories come second and the percentage is 25.7%. Clothes came third and the percentage is 18.7%. the percentage of toiletries is 5.7% and others is 2.2%. They buy them at coffee shops, cafes, organic stores and on the Internet, according to Figure 6.Figure 5: The data for what kinds of Fair Trade products people buy in Japan.Figure 6: The places where people bought Fair Trade products in Japan.1.3.4 Do people want to buy Fair Trade products? Figure 7 shows the buying intention for Fair Trade products. The subjects of this survey were asked how likely they would be to buy the products. the percentage of people who said that they would buy them is 53.6% including "Definitely would buy" and "Probably would buy". The percentage of people who said that they would not buy is 46.4% including "Probably would not buy" and "Definitely would not buy".Figure 7: The data for the question "How likely would people be to buy Fair Trade products?"1.3.5 Why do people buy Fair Trade products? Now we are going to look at reasons why people buy Fair Trade products from Figure 8. As a main reason, most people bought them because they liked the products themselves and the percentage is 73.9%. The people said that they could support or contribute to the development of developing countries and the percentage is 60.5%. Also there are ethical reasons such as "socially good", "international cooperation" and "Environmental preservation" but these reasons are relatively few, thus reasons why people buy Fair Trade is because people find values in the products themselves, not because Fair Trade is good or they know about Fair Trade. Figure 8: The data for why people buy Fair Trade products On the other hand, according to Figure 9, there are some reasons why people do not buy Fair Trade products. 48.8% of people said that there are no shops that sell Fair Trade products in the neighborhood. 33.3% of people said that there are not products that they want and 25% of people do not know the places that they can buy Fair Trade products. Others think that Fair Trade products are more expensive than other products, its percentage is 23.8%. In addition, 20.3% of people do not know which products are Fair Trade products. There are minority opinions such as some people are not interested in Fair Trade (9.3%), they disagree about it (1.2%) and they do not trust the quality of Fair Trade products (4.1%). Figure 9: The data for why people do not buy Fair Trade products1.4 Research QuestionsThis thesis has three research questions1. How much do Japanese people know about Fair Trade?2. Do Japanese people prefer to buy Fair Trade products?3. How do Japanese people react after they learn about Fair Trade? 1.5 Conclusion In this chapter we looked at history of Fair Trade and how many Japanese people know it, how many people have bought Fair Trade products and why they have bought them or not by looking at previous research. The majority of people do not know about Fair Trade. Some people have bought or seen Fair Trade products but there are some problems such as people do not have places and opportunities to see or buy them. In Chapter Two, we will look at the data from a questionnaire and compare it in Chapter Three with the data in this chapter..Chapter 2: The Data2.1 Introduction In Chapter One, we looked at how many people know about Fair Trade and buy or see Fair Trade products. We also looked at what kinds of Fair Trade products people buy. This chapter presents the data for a questionnaire / experiment about the awareness of Fair Trade. 2.2 The experiment / questionnaire2.2.1 Introduction to the questionnaire This section will report the data from the questionnaire. It consists of 7 sections. Firstly, the subjects answered basic questions such as gender, age, professions and so on. Next, they were asked how much interest they have in coffee and chocolates that have become the main example Fair Trade products, additionally they chose one chocolate and a way to drink coffee then we'll see what kinds of products they prefer. Finally, they were asked their opinions about Fair Trade then we'll examine their awareness of Fair Trade and their opinions about it.2.2.2 Method1) Subjects There were 56 subjects of this questionnaire. They were both male and female students, housewives, full-time workers, part-time workers and business owners. The age ranges were 18 to over 50. The students majors were English, economics, education, pharmacy, literature, global communication, Geography, Oceanography, Sociology, Food science at Notre Dame Seishin University, Okayama University, Sugiyama University, Tokoha University, Tokyo University of Marine Science and Technology. 2) Questionnaire design The questionnaire was composed of 7 sections. The first section of the questionnaire focused on basic information such as gender, age, profession, interests in order to find out what type of people know about Fair Trade. The subjects were asked about their experiences of studying abroad and foreign countries in order to find out whether people who have been abroad and whether they know about Fair Trade. In Section 2, the people who went overseas were asked if they bought or saw Fair Trade products and if Fair Trade is more popular or common than in Japan. In Sections 3 and 4, some pictures of chocolates and coffee (Figure 10) were shown to subjects to find out what kind of items people bought and why they bought them. In addition, the subjects were asked the frequency of eating chocolate and drinking coffee to find out whether there is a connection between awareness of Fair Trade and the frequency of eating chocolate and drinking coffee.Figure 10: The chocolates and coffee which were asked to subjects in the questionnaire In Section 5, the subjects were asked if they had heard of the term "Fair Trade" and if they know what Fair Trade is in order to see how many people know about Fair Trade and how many people know the definition of Fair Trade. In Section 6, we explained Fair Trade so that the subjects could know what Fair Trade is before we asked the following questions. After that, they were shown the Fair Trade logo (Figure 11) and asked if they had seen it in order to find how much the logo has been seen. Then, we asked if they had bought Fair Trade products and where they bought them, what it was in order to find how many people have bought them and what kind of place and products are common and popular. Figure 11: The Fair Trade logo In Section 7, before we asked the next questions, we showed a video about Fair Trade to teach the subjects about it more deeply. They learned the benefits of Fair Trade and the problems that coffee farmers and cocoa farmers have through the video "What is Fair Trade” (). Then, we asked them if they agreed with the concept of Fair Trade to see their reactions about Fair Trade. Second, we asked some questions to know what people think about Fair Trade and Fair Trade products. Third, we asked the subjects whether they learned about Fair Trade at school and they know that coffee farmers and cocoa farmers earn only a little money and use child labor. We asked these questions to find out how many people know the facts and problems that farmers in these South have met. 3) Procedure The questionnaire was made using Google Forms. The subjects completed it with their names, age and sex. There were no time restrictions and they could answer it at anytime and anywhere with their smartphones. After all subjects answered it, the data were analyzed using Google spreadsheet.2.2.3 ResultsIn this section, we'll look at the results from the questionnaire in detail. Figure 12: The data for the question : Do you like chocolates?Figure 13: The data for the question "If you buy a chocolate bar by yourself, what kind of chocolates would you buy?" We asked the subjects if they liked chocolates and what kind they prefer to buy. Six different kinds of chocolates were shown and the subjects chose one of them. According to Figure 12 and Figure 13, most subjects like chocolates and the most popular chocolate was Meiji milk chocolate. The second most popular one was the People Tree chocolate bar that is one of Fair Trade products. The subjects who chose Meiji milk chocolates said they chose them because it looked cheap, good and it is popular according to Table 3. Additionally, they said that they have seen them and bought them, so they naturally chose them. Table 3: The data for the reasons why the subjects chose Meiji milk chocolates.Looked cheapLooked goodIt is popular42.5%30%27.5% The 60% of the subjects who chose People Tree chocolate bar said that they chose it because it looked cheap. As for other reasons, they said that they have not eaten it and it is popular from Table 4.Table 4: The data for the reasons why the subjects chose People Tree chocolate bar.Looked goodHave not eaten itIt is popular60%30%10% The percentage of the subjects who chose Fair Trade products is much smaller than the number who chose Meiji milk chocolate which is one of the most popular chocolates in Japan. As we know from Table 4, the reason most of the subjects said that they chose a chocolate was because of their appearance and price. Meiji milk chocolate is very familiar, available everywhere and its price is not high. Its retail price is 111 yen. On the other hand, subjects Tree chocolate is more expensive than free trade chocolates like Meiji milk chocolate. Its retail price 350 yen. Thus, we can say that consumers prefer buying chocolates as cheaply as they can. Figure 14: The data for the question: Do you like coffee?Figure 15: The data for the question: "If you buy coffee beans or drink a cup of coffee, which of these coffee would you buy or drink?" We asked the subjects if they liked coffee and what they prefer to buy. Six different ways to drink coffee were shown and the subjects chose one of them. Most subjects answered that they like coffee according to Figure 14. The most popular way was to buy at a convenience store, with the most popular way was to go to Starbucks coffee according to Figure 15. The reasons why the subjects buy at convenience stores or Starbucks coffee were because of convenience, taste, price and high quality as we can see in Figure 16. Recently, a lot of convenience stores struggle to sell affordable and good quality coffee, also there are a lot of Starbucks coffee stores around us and it provides high quality coffee. Thus, we can say that consumers tend to drink good coffee in useful ways due to their busy lives. Figure 16: The data for the question: "Why did you choose that coffee?" Figure 17: The data for how many people have heard of the term "Fair Trade". Figure 17 shows how many people have heard of the term "Fair Trade". 82.8% of the subjects have heard it in all. When we look at the data by gender, 86.8% of females have heard of it, while only 63.6% of males have heard of it. Interestingly, when we look at the data by age, most subjects who answered "Yes" are in their twenties, then those in their thirties answered "Yes". Thus, we can say that the younger the subjects are, the bigger the percentage of the subjects who have heard of it. When we look at the awareness of Fair Trade by frequency of eating chocolates from Figure 18, all those who eat chocolates everyday answered that they have heard of the term "Fair Trade. In addition, 91.4% of the subjects who eat chocolates 2~4 times a week answered that they have heard of it. On the other hand, 77.8% of people who eat them once a week answered that they have heard of it. As well as them, we can say similar things about subjects who eat chocolates a couple of times a month, less than one time in a month and hardly ever eat them. Regarding to people who do not usually eat a lot of chocolates, the percentage of the subjects who have heard of "Fair Trade" is lower than the number of subjects who eat them everyday, or 2~4 times in a week.Figure 18: The data for the percentage of people who have heard of the term "Fair Trade" by frequency of eating chocolates. Figure 19 shows how many subjects know what Fair Trade is by gender and ages. While a lot of the subjects have heard of the term "Fair Trade" in Figure17, only half of them know what Fair Trade is, or its definition. When we look at the data by gender and age, 54.7% of females know what Fair Trade is, especially those in their 20s who know what Fair Trade is, at 59.6%, and this percentage is higher than females of other ages. 44.4% of males in their 20s answered they know what Fair Trade is and this percentage is higher than males in other ages as well as the women. When we focus on ages, the people who know what Fair Trade is decrease with age, for example 59.6% of females in their 20s said "Yes", 49.4% in their 30s said "Yes" and all females in their 40s and 50s said "No". The same is true of the males, 44.4% of them in their 20s said "Yes", 38% of them in their 30s said "Yes" and none of them in their 40s and 50s said "Yes". Figure 19: The data for the question: "Do you know what Fair Trade is?" Figure 20 shows how many subjects have learned about Fair Trade and the data is classified by age in Table 5. The percentage of the subjects who have learned about Fair Trade is slightly larger than that of the subjects who did not learn about it. If we look at the data by age, most of the subjects who learned about it were between 20 years old and under 30 years old. According to these data, we can guess the reason why the people who are over 30 years old have not heard of the term "Fair Trade" is that they did not learn about it. Figure 20: The data for the question: "Did you learn about Fair Trade at school?" Table 5: The data for the question: "Did you learn about Fair Trade at school?" by age.Subject AgeYesNoMaybeunder 2560%40%0%26~2966.7%33.3%0%30~3530%70%0%40~450%100%0%over 500%66.7%33.3%Figure 21: The data for the question: "Have you ever seen the Fair Trade certification mark?Table 6: The data for the question: "Have you ever seen the Fair Trade certification mark?" for those who have or have not been abroad.YesNoMaybesubjects who have been abroad or studied abroad36%40%24%subjects who have not been abroad or studied abroad.14.3%78.6%7. 1% Figure 21 shows the percentage of the subjects who have seen the Fair Trade certification mark. Most of the subjects said that they have not seen it. Especially, 78.6% of the subjects who have not been abroad or studied abroad have not seen the logo as shown in Table 6. Most of the subjects who answered that they have seen it have been abroad and they saw it in school or during the class from Figure 22 .Figure 22: The data for the question: "Where did you see the Fair Trade certification mark?"Figure 23: The data for the question: "Have you ever bought a Fair Trade product?"Table 7: The percentage of the subjects who have bought a Fair Trade products classified by gender.YesNoMaybeWomen30.2%54.7%15.1%Men27.3%54.5%8.2% According to Figure 23, 54.7% of the subjects have not bought any Fair Trade products in Japan. By looking at table 7, 30.2% of females have bought them in Japan slightly more than males.Figure 24: The data for the question: "What was it?" Most of the subjects who have bought them purchased Fair Trade chocolates as well as subjects who bought them overseas according to Figure 24.Figure 25: The data for the question: "Where did you buy it?" According to Figure 25, they bought them at grocery stores mainly, at stores that sell imported products such as Kaldi, variety stores, coffee shops such as Starbucks, or on the Internet. Next, we are going to look at the reasons why they bought them from Figure 26. A main reason the subjects bought them was because the products which they purchased looked good (44.4%) followed by the percentage of people who said that they were interested in Fair Trade at 22.2%. 11.1% of the subjects bought Fair Trade products, because they always buy and use them. ther subjects said "We can help producers and farmers who live in developing countries, " We made us bought Fair Trade products by our parents, " We were recommended Fair Trade products by our friends. As shown in Figure 26, a lot of the subjects bought them because the products themselves looked just good quality. The subjects did not choose the products just because they were interested in Fair Trade products or Fair trade is socially good. Figure 26: The data for the question: "Why did you buy it?" In the final section, we asked the subjects their opinions about Fair Trade and Fair Trade products. 90.6% of the subjects agree with Fair Trade and 65.6% of them agree strongly that Fair Trade is a good idea from Figure 27 and Figure 28. Figure 27: The data for the question: "Do you agree about Fair Trade?" Figure 28: The data for the question: "Is Fair Trade a good idea?". When we asked the subjects if Fair Trade products sounded expensive, 62.5% of them said that the products sounded expensive including "Strongly agree" and "Agree a little" from Figure 29. Thus, a lot of the subjects have the image that Fair Trade products sound more expensive than other products.Figure 29: The data for the question: "Do Fair Trade products sound expensive?"Figure 30: The data for the question: "Would you buy Fair Trade products if we can help farmers, even if they are expensive?" Figure 30 shows the percentage of the subjects who answered that they would buy Fair Trade products if they can help farmers even if they are expensive. 62.5% of the subjects said that they would buy them including "Agree a little" and "Strongly agree". On the other hand, the percentage of the subjects who answered "Neither agree nor disagree" and "Disagree strongly" is 37.5%. Thus, more than half of them would buy them if they can help farmers who grow cacao or coffee beans and live in developing countries even if they are expensive.Figure 31: The data for the question "Would you buy Fair Trade products if their qualities are good, even if they are expensive?" Figure 31 shows the percentage of the subjects who answered that they would buy Fair Trade products if their quality is good, even if they are expensive at 59.4% including "Strongly agree" and "Agree a little". On the other hand, the subjects who answered "Neither agree nor disagree" and "Disagree a little" is 40.7%. Figure 32 shows that a lot of the subjects think that purchasing of Fair Trade products can support and help producers and farmers in developing countries.Figure 32: The data for the question "Do you think that buying Fair Trade products becomes help for farmers and producers?" According to Figure 33, a lot of people are not sure where the money they pay for Fair Trade products goes and they do not have opportunities to see or know them from Figure 34. This fact can be one of the reasons why the subjects hesitate to purchase them.Figure 33: The data for the question: "Are you sure that where the money which you pay for Fair Trade products goes?"Figure 34: The data for the question: "Do you think that you have opportunities to see Fair Trade products?"Figure 35: The data for the question: "Do you think that you have opportunities to know about Fair Trade?" As we can see from Figure 35, a major reason is that they do not have the opportunities to buy Fair Trade products in Japan. In addition, Figure 36 shows that it is difficult for consumers to keep buying them. The percentage of the subjects who agreed about the difficulty was 46.9%. Some of the comments said that Fair Trade is not common in Japan, there are few Fair Trade products in grocery stores and the products are sold or displayed at the bottom of display racks and people tend to buy familiar products naturally. Figure 36: The data for the question: "Do you think that it is difficult to keep buying Fair Trade products? However, according to Figure 37, most of the subjects care about Fair Trade. We can guess that there is the possibility that Fair Trade will become more common in Japan. If the subjects had more opportunity to learn about Fair Trade and buy Fair Trade products, they would be interested in Fair Trade and motivated to buy them.Figure 37: The data for the question: "Do not you care about Fair Trade?"Figure 38: The data for the question: "Do you know that some children work to grow cacao beans or coffee beans in developing countries and they can not get an education?" Most of the subjects knew that some children work to grow cacao beans or coffee beans in developing countries and they cannot get an education according to Figure 38. However, the subjects who know these facts are mostly students and people who are between 20 years old and under 30 years old. That is one of the reasons that they know about Fair Trade better than subjects of other ages.2.3 Summary In this chapter we looked at the result of the questionnaire, and we can say that most people have heard of the term "Fair Trade". However they do not know the definition and content deeply. Moreover, they do not have opportunities to see and buy Fair Trade products in Japan. Because of these reasons, some subjects are not interested in Fair Trade and they are not motivated to purchase Fair Trade products. However, according to the results in Section 7, people will buy Fair Trade products if they learn about Fair Trade and know that they can support farmers and producers in developing countries. The result shows that there is a possibility to boost the awareness of Fair Trade and expand the market for Fair Trade products in Japan. In the next chapter, we will review the data from Chapter Two and compare it with the previous research in Chapter One.Chapter 3: The Analysis 3.1 Introduction In Chapter One, we learned the current condition of Fair Trade and its history. After that we looked at how many people know about Fair Trade and their opinions about it from previous research. In Chapter Two, we looked at the data from the questionnaire about the awareness of the Fair Trade and whether people prefer buying Fair Trade products, how they react to Fair Trade after they learned about it. In this chapter, we will summarize the results from Chapter Two and compare the data from the questionnaire to previous research. 3.2 Summary of the results from Chapter Two In Chapter Two, we looked at the data of the questionnaire. According to the data, most of the subjects have heard of the term "Fair Trade" and with females at 86.8%. However, most actually do not know what Fair trade is and its definition. However, the percentage of people who have not bought Fair Trade products in Japan is 54.7%. In addition, we gave two surveys asking which kinds of chocolates and coffees they would prefer buying. The results showed that they chose chocolates by their looks and prices, also they chose coffee by its quality and convenience and their purchases were not connected to Fair Trade. In the final section, the data showed the reasons why Japanese subjects do not know about Fair Trade and why the awareness of Fair Trade is low. Additionally it implies some problems which people have faced about Fair Trade in Japan. For instance, some subjects would like to buy Fair Trade products but they do not have an opportunity or place to see and buy them. Accordingly, we can say that if there are places to see or buy them, people will become more aware of Fair Trade and them. Thus, there is the possibility that the awareness of Fair Trade will increase. 3.3 Comparing previous research and these data According to the previous research, females have heard of the term "Fair Trade" more than males . As we look at the detail by age, the subjects who know about Fair Trade are mostly between 20 years old and under 30 years old in both sets of data. Both of the data show that the people who have bought Fair Trade products were mainly women. From the previous research, the kind of Fair Trade products which were bought by the subjects is food, especially coffee is the most popular food as we can see from the results of the questionnaire. Sadly, the percentage of people who strongly want to buy Fair Trade products is only 7.5% in the previous research and only 17.2% from the questionnaire. From the previous research, we saw that one of the reasons why people do not buy Fair Trade products is that they do not have places and opportunities to buy them and they think that Fair Trade products are expensive. In our questionnaire, the subjects also had such complaints. The previous research subjects had bought Fair Trade products at coffee shops or cafes, organic stores and on the Internet, while the current subjects have bought them at grocery stores mostly. We can say that Fair Trade products have become available, at least to some degree. However, in spite of this, the percentage of people who have bought Fair Trade products is only about 50% as we saw in the previous research, and only 29.7% from the questionnaire. The percentage of the previous research subjects who have not seen the label of Fair Trade was 85.2% which shows very low awareness of the logo, even if they know of Fair Trade as a concept. Comparatively, the current questionnaire shows 48.4% of the subjects know it. 3.4 Research questionsThis section will answer the research questions from Chapter One.1. How much do Japanese subjects know about Fair Trade? The data shows that most of them have heard of the term "Fair Trade", however, they do not know the definition and detail deeply. 2. Do Japanese people prefer to buy Fair Trade products? Some subjects do not prefer to buy the products because they think that Fair Trade products are expensive. However, others will buy them if they have the opportunity and places to buy them. 3. How do Japanese subjects react after they learn about Fair Trade? After the subjects learned about Fair Trade, they were interested in it and said that they would look for Fair Trade products and buy them to support farmers and producers in developing countries. 3.5 Implications Most Japanese people have heard of the term "Fair Trade", however, a lot of them have not bought Fair Trade products because there are a few places and opportunities to purchase them. This shows the smallness of the market for Fair Trade in Japan, also means that consumers will purchase Fair Trade products, if the market presence is expanded. In addition, a lot of the subjects have not learned about Fair Trade, so they are not interested in it and they hesitate to buy Fair Trade products. People who are under 30 years old have learned about it, which means that Fair Trade has been taught in schools. However, the percentage of the subjects who know what Fair Trade stands for is quite small, thus Fair Trade should be taught more in schools. 3.6 Limitations of the Experiments There are several limitations with this study. Firstly, most of the subjects were female university students. Furthermore, almost all of them were majors in English in university. Secondly, the range of ages was not wide, with most of the subjects aged 20-25 years. If a questionnaire like this is conducted again, the researchers should ask not only females but also males and older people, also they should research other products not only chocolates and coffee.3.7 Further research In this questionnaire, we researched the consumer's opinions and experience about Fair Trade. From the data we can see some Japanese people buy Fair Trade products at some grocery stores, imported food stores, coffee shops like Starbucks. However, most Japanese have few opportunities to buy and see these products. Thus, we should conduct a survey what companies or organizations do for Fair Trade in Japan. In addition, we focused on the awareness of Fair Trade in Japan only, we should compare the awareness of Fair Trade in Japan to that in other countries. At the same time, we could examine what kind of actions or efforts are happening in the world to make subjects aware of Fair Trade and support people in developing countries. In addition, we should investigate ways to find out how to raise awareness of Fair Trade in the general public3.8 Conclusion We have found that Japanese subjects have heard of the term "Fair Trade" and some of them have bought or seen Fair Trade products, however some problems and challenges have been found. They do not know the definition and they do not understand what Fair Trade stands for, also people in Japan do not have a lot of places to buy or see Fair Trade products but this seems to be changing. According to this survey, the factors that affect consumers' decision making regarding the purchase of Fair Trade products depends on consumer priorities such as convenience, quality, price and so on. The companies which sell Fair Trade products have to meet consumer demand and encourage consumers to buy the products. With the help of organizations like the Fair Trade Foundation and cooperation by younger subjects or students who have learned about Fair Trade, consumers will have a much greater understanding of Fair Trade and be interested in it. Then the awareness of Fair Trade will grow and people will prefer to buy more Fair Trade products.ReferencesFor web articles World Fair Trade Organization, Definition of Fair Trade September 30, 2019Fair Trade ADVOCACY OFFICE, What is Fair Trade? November 6, 2019In you journal, フェアトレードの認知度世界最低レベルの後進国日本。 HYPERLINK "" \h November 5, 2019フェアトレードショップPer Marche, フェアトレードの歴史 HYPERLINK "" \h . Accessed September 29, 2019NTTコムリサーチ, フェアトレード商品に関する調査結果 HYPERLINK "" \h September 30, 2019日本フェアトレード ?フォーラム, 「フェアトレード」の認知度29.3％に上昇 HYPERLINK "" \h September 30, 2019FAIRTRADE FOUNDATION, WHAT IS FAIRTRADE? September 21,2019VideoFairtrade ANZ, What is Fair Trade? ". “ Accessed September 28, 2019 Appendices The English version of the questionnaire1. Are you male or female? A. Male B. Female C.others2. How old are you? A. under 20 B. 20-25 C.26-29 D.30-35 E.36-39 F.40-45 G.46-49 H.over 50 3. What do you do? What's your profession?A.An employeed B. Self-employed, an owner of small businessC. A housewife D. A students E. A temporary worker, part-time job F. An unemployed worker4. What are you interested in? Choose as many as you like.A. Sports B. Shopping C. Eating food D. Domestic newsE. Global news F. Hunger, dispute, developing countries G.Global warming, environment problems H. Fashion, beauty I. Organic products J. Art, photographs K. Volunteering L. Study abroad, other languages M. Technology, science N. Books, music, movies5. Have you ever studied abroad or been abroad? A. Yes B. No6. When you went overseas, did you see Fair Trade products? A. Yes B. No C. Maybe7. Did you buy Fair Trade products overseas? A. Yes B. No C. Maybe8. What were they?A. Coffee B. Chocolate C. Soap, shampoo D.Clothes, bags, shoes E. Food F. Cosmetics G. Accessory H. Others9. Is Fair Trade more popular or common in the place you went than Japan? A. Yes B. No C. MaybeSection 3 Chocolate1. Do you like chocolate?A. Yes B. No C. Maybe2.If you buy a chocolate bar by yourself, what kind of chocolates would you buy? Please choose one of the chocolates below.A. Meiji milk chocolate B.kalde chocolate barC. People tree chocolate bar D. Muji chocolate barE. Godiva chocolate bar3. Why did you usually choose that chocolate?A. Because it looked good. B. Because it is popular C. Because it looked expensive and tasty. D. Because it looked cheap. E. Because I've never eaten it.4. How often do you eat chocolates?A. Every day B. Once a week C. 2-4 times in a week D. More than 5 times in a week E. A couple times in a month F. Less than one time in a month G. Hardly ever eat chocolatesSection 4 Coffee1. Do you like coffee?A. Yes B.No C. Maybe2. If you buy coffee beans or drink a cup of coffee, which of these coffees would you buy or drink?A. Buy from a vending machine B.Starbucks coffeeC.Instant coffee D.Buy at a convenience store1876425123825-180974123825E. Drink at a cafe3. Why did you choose that coffee?A. Chose by its looks B. Chose by its quality C.Chose by its price D.Chose by its popularity E. Chose by its convenience F. Chose by its taste4.How much coffee do you usually drink?A. A cup of coffee a day B. A couple cups of coffee a day C. More than 4 cups of coffee a day D. A cup of coffee in a week E. 2~3 cups of coffee a week F. More than 4 cups of coffee a week G. Hardly ever drink coffeeSection 5 Fair Trade1. Have you ever heard of the term "Fair Trade"?A. Yes B. No C. Maybe2.Do you know what Fair Trade is ?A. Yes B. No C. MaybeSection 6 What is Fair Trade?Fair Trade is about better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. By requiring companies to pay sustainable prices (which must never fall lower than the market price), Fairtrade addresses the injustices of conventional trade, which traditionally discriminates against the poorest, weakest producers. It enables them to improve their position and have more control over their lives.With Fairtrade you have the power to change the world every day. With simple shopping choices you can get farmers a better deal. And that means they can make their own decisions, control their future and lead a dignified life everyone deserves.(Text sourced from the Fair Trade Foundation)1. This logo shows that a product is a product for Fair Trade. Have you ever seen this logo?A. Yes B. No C. Maybe2. What kind of places do you see it?3. Have you ever bought a Fair Trade product in your country?A.Yes 　B. No C. Maybe4. What was it? 5.Where did you buy it?6.Why did you buy it?Section 7 Fair Trade and its effectsFairtrade is about better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. By requiring companies to pay sustainable prices (which must never fall lower than the market price), Fairtrade addresses the injustices of conventional trade, which traditionally discriminates against the poorest, weakest producers. It enables them to improve their position and have more control over their lives.With Fairtrade you have the power to change the world every day. With simple shopping choices you can get farmers a better deal. And that means they can make their own decisions, control their future and lead the dignified life everyone deserves.(Text sourced from the Fair Trade Foundation)Please watch this video before you answer the next questions.1. Do you agree with the concept of Fair Trade?A. Yes B. No C. Maybe2. What do you think about Fair Trade or Fair Trade products?A. They are very good idea. B. I"ll buy a Fair Trade product if it helps people, even if it is expensive. C. I"ll buy a Fair Trade product if the quality is good, even if it is expensive. D. I usually buy eco-friendly products or Fair Trade products.E. People can help workers and farmers who live in developing countries. F. People are not sure where the money which they pay for Fair Trade products goes.G. I have opportunities to see or buy Fair Trade products.H. I have opportunities to learn or know about Fair Trade products.I. I feel that Fair Trade products are expensive.J. it is difficult for me to keep buying Fair Trade products.K. I do not care about Fair Trade so much.3. Did you learn about Fair Trade at your school?A. Yes B. No C. Maybe4. Do you know that some children work to grow cacao beans or coffee beans in developing countries and they do not have enough education because they need to work? A. Yes B. No5. Do you know that many farmers in developing countries who grow cacao beans, coffee beans and cotton cannot get enough salary, even though they work hard everyday though?A. Yes B. No6. Do you have any information or opinions about Fair Trade?7. If are interested, may I contact you to interview you about your answers? If so, please leave your Instagram, Facebook or Twitter. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download