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fair labor label increased retail sales 10%

The Fair Trade label improved coffee sales by 10% in supermarkets.

A Harvard Business School study showed that retail sales for coffee with the Fair Trade label were 10% higher than those with a generic marketing label.

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Consumers care about safe & fair labor

87% of consumers would pay extra for a product that guaranteed a living wage and safe working conditions.

87% of consumers would pay extra for a product that guaranteed a living wage and safe working conditions. That is one conclusion from a survey of 1000 American households conducted by Prof. Philip Howard of Michigan State University. Prof. Howard’s study shows that the vast majority of US consumers demand, and are willing to pay extra for, confidence about the source of their products and services.

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People care most about other people

Consumers want a 3rd party certified, human-specific consumer label

the study further suggests that demand would be even higher for a social label that: Benefits people, as opposed to animals or the environment. Focuses on a single beneficiary, as opposed to an index of various sustainability or “CSR” criteria. certified by a third party, as opposed to self-reporting.

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Consumers care about workers

91% of consumers would pay a premium for goods labeled living wage.

91% of consumers would pay a premium for goods labeled living wage. That is the conclusion of a random survey of 320 consumers in Asheville, Sylva, Hendersonville, and Black Mountain, NC conducted by Prof. Susan Kask of Warren Wilson College.

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