November 01, 2024 | Agriculture |
Researchers from the Czech University of Life Sciences Prague investigated the potential for sustainable tropical fruit consumption in Central and Eastern Europe, focusing on consumer attitudes and the role of ethical certifications. The study surveyed 2,266 Czech respondents to assess their preferences for tropical fruits and their awareness of social and environmental impacts related to tropical fruit production. Using a structural equation model (SEM), the study examined factors influencing the purchase of Fairtrade-certified fruits. Despite increasing availability and awareness of tropical fruits, respondents favored traditional varieties like bananas, pineapples, mangoes, and avocados. While 42% of participants were aware of Fairtrade certifications, 55% expressed an intention to buy Fairtrade products, though many did so unintentionally due to retailers' marketing strategies. The SEM analysis revealed that consumer preferences for ethical shopping and environmental awareness were key drivers of Fairtrade purchases, whereas broader economic and global concerns had less influence. The study suggests that enhancing consumer education on the social and economic implications of ethical product choices is crucial for promoting long-term sustainability in the tropical fruit sector.