Cultural Studies and English students publish report on the perception and availability of fair trade goods in Kelowna.
Is the coffee, chocolate, or sugar that you buy certified fair trade? Does it matter to you? These are the questions that UBC students address in a wide-ranging study of consumer access to, and perceptions of, fair trade in Kelowna.
The report includes results of consumer surveys, interviews with retailers, and analyses of the marketing of fair trade goods.
While the students found that many people believe fair trade is more ethical, consumers have few options to buy fair trade certified products in Kelowna. As well, organic and locally-produced goods are much more prominent in grocery stores and coffee shops.
“A key finding of the research is that the health and well-being of consumers seems much more important than the health and well-being of the farmers and workers who produce the food we eat,” noted Associate Professor David Jefferess, who supervised the class project.
The project was part of a class on Globalization and Culture which examines global relationships, social inequality, and movements for social justice.
The full Report, “Is it Fair? Do We Care?” is available HERE.
Contact: david.jefferess@ubc.ca – 250-807-9359