Abstract
Abstract A survey of 858 Belgians (615 people drawn from the general public and 243 visitors to Oxfam World Shops), examined the knowledge, beliefs, attitudes and behaviour of consumers with respect to fair‐trade issues. The results showed that the respondents' knowledge and attitudes generally supported the fair‐trade concept. However, many of the people questioned believed that fair‐trade organizations should provide more and better information on fair‐trade products, especially in shops and on the items themselves. In addition, fair‐trade products should be more readily available in regular supermarkets, and their price should be lowered. The most interesting socio‐demographic target group for non‐profit fair‐trade organizations appears to be older people with higher education and income. Consumers from the south (French‐speaking) part of Belgium in general have a more positive attitude towards fair trade. Copyright © 2006 John Wiley & Sons, Ltd.
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