An investigation into the relationship between consumer perceptions and purchase intentions in the context of ethical trade certifications in the South African chocolate industry.

Abstract

The purpose of this study was to investigate the relationship between participants' perceptions and purchase intentions towards ethical trade certification in the chocolate industry. The study made use of a quantitative approach and surveys were distributed through an online google forms link. The study was conducted in order to assist brands and businesses in determining whether investing in ethical trade certifications is a feasible decision and if so which certification category would provide the most return on investment. The study results indicate that South African consumers between the ages of 18- 28 do not consider themselves ethical consumer’s therefore ethical trade certifications are not something they actively search for when purchasing ‘treat products’ such as chocolate. However, when presented with the relevant information, study participants did have a slight preference for the Cocoa Life certification over the Fairtrade certification. Given the results obtained from the conducted study brands should invest in ethical trade practices and certifications due to the global shift and demand towards conscious/ethical consumption but it will not drastically influence the average young South African consumer’s perception and purchase intentions towards the brand.