Är rättvisemärkt värdeskapande? : en kvantitativ undersökning ur ett studentperspektiv

Abstract: Background: There is no guarantee that products should be equitable produced. Many products in today's trade is produced by minors, resulting in poor working environment, and gives the workers low payment. Fairtrade is the only label on the market that ensures that farmers receive fair payment for their products. Aim: The central aim with our work is to see what the future consumers, in other words students from Lund's university, Malmö College and The Swedish University of Agricultural Sciences in Alnarp, think about products labeled with Fairtrade, and what they consider is value creation for food products. Students are often relatively young; they educate themselves and have new thoughts and valuations about how the world should be. Therefore, this group of people was chosen as respondents for our survey. The work is also intended to give the trade a basis for a successful marketing of products labeled with Fairtrade, aimed for this group of customer. Methodology: The questionnaire survey was done of a quantitative cross-section survey nature and was carried out in order to gather current primary data within the product labeling Fairtrade and about students' sights on value creative. The trade's opinion about Fairtrade was gathered on similar way. Theories that has been used in this degree project are; Corporate Social Responsibility, Marketing mix, trademark's value. We have also done a description of the retail trade, students and Fairtrade. Conclusion: The conclusion that the study gave us was that students for a certain degree consider that the product labelling was value creating. They also considerate that Fairtrade was a strong and competitive brand, that it gave a value to the product and that they could taka a social responsibility. The awareness of the product labeling was high and also the knowledge of the significance of Fairtrade was god. However it appeared that Fairtrade didn’t stand up against ecological and local produced products.