Consumers want jewelry produced under Fair Trade conditions, but they do not go out of their way to buy Fair Trade products, according to a new survey released by the Jewelry Consumer Opinion Council (JCOC).

The JCOC study finds more than half of consumers (56 percent) believe it is important that gemstones and precious metals used in jewelry are mined under Fair Trade guidelines, which, among other things are designed to protect the environment and guarantee that workers receive fair wages.

But the same study finds that more than half (55 percent) of consumers have never heard of Fair Trade products.

Only 23 percent of those surveyed report they sometimes purchase Fair Trade products, but only 1 percent report going out of their way to buy Fair Trade Certified products.

The survey also finds 49 percent of consumer expect to pay more for Fair Trade Certified Diamonds than other diamonds. Of those surveyed, 14 percent would expect to pay 20 percent more for a Fair Trade Certified diamond.

Source : nationaljeweler.com

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