DIFFERENCES BETWEEN ITALIAN AND ENGLISH CONSUMERS

Regarding our survey we found several differences between Italian and
English consumers. The first ones have a very foggy acknowledge of fair
trade matter, their approach to the subject is distant, like if it was
rarelly heard and not belonging to their daily routine. Their answers
to the survey are very confused, too, which is probably due to the lack
of mediatic and social information in Italy, in particular in the
southern area.
London citizens are far more informed, being they surrounded by continuous demonstrations of fair trade power: almost every medium-sized supermarket sells alternative trade products, for example:

1 - Marks & Spencer
2 - Tesco
3 - Sainsbury
4 - Newham College Cafè
5 - East Ham Market
6- "Tibet Dreams" (Portobello Road)
7- Global Village Cafè (Queenmary College)
8 - Budgens

We also noticed that the products are strategicly placed on the supermarket shelves: they are put together with "normal brand goods", which is in order to let the consumers choose the product they prefer among a wider range. In Italy, instead, there is a marked separation between ordinary and
"original" trade, with worldshops for fairtrade goods that risk to be felt like an elitist landscape by normal consumers. English people are probably more
interested in different proposals for a better, more ethical trade also because of their great culture and race variety. Many of London inhabitants come from developing countries, which produce the things we buy in our supermarkets, so they feel willing to help their original nations by guaranteeing their worker's respect, as much as they can, we
supposed.