More than twice as many shoppers (68%) believe it's important to purchase ethically sourced food and drink products than not (32%). Of the respondents who agreed ethical sourcing was important to them when shopping, 47% stated it was 'quite important', while 21% said it was 'very important'. 

The generation that grew up with Fairtrade were found to be the most likely to prioritise ethical purchases. Seventy-three per cent of 18 to 34-year-olds said ethical sourcing was an important factor in their purchases. This figure dropped to 70% among 35 to 44-year-olds, 65% for 45 to 54-year-olds and 64% for those aged 55 and over. 

Just 18% of Harris Interactive respondents said they understood most of the ethical trade schemes on the market, and almost one in three said the number of schemes available confused them. 

It's not just the number of schemes causing the problem. Many consumers feel underinformed in general. Only 18% of respondents felt they had sufficient information on the ethical credentials of their food and drink purchases.