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Questionnaire Name - Survey of Fairtrade Cocoa and Chocolate

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1	Your age
	Maximum  64 Minimum  15 Average  30.70 Sum  1,627
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2	Your country
	A- Hong Kong(SAR) (46)  B- United States of America (3)  C- United Kingdom (1)  D- China (1)  E- Greece (1)  F- Hungary (1)  G- Others (0)
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3	Your gender
	A- Male (26)  B- Female (27)
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4	Your occupation
	A- Executive/Managerial (4)  B- Professional(doctor,lawyer,etc.) (6)  C- Academic/Educator (0)  D- Computer Technical/Engineering (1)  E- Other Technical/Engineering (2)  F- Service/Customer Support (7)  G- Clerical/Administrative (6)  H- Sales/Marketing (3)  I- Tradesman/Craftsman (1)  J- College/Graduate Student (4)  K- K-12 Student (4)  L- Homemaker (2)  M- Self-employed/Own Company (1)  N- Unemployed, looking for work (1)  O- Retired (3)  P- Other (8)
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5	Do you know what fair trade is ?
	A- Yes (24)  B- Not well, but have basic concept (25)  C- No (4)
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6	Do you know there is fair trading in cocoa industry?
	A- Yes (19)  B- Have seen or heard before, but not sure whether in cocoa industry. (14)  C- No (20)
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7	Do you know what fair trade mainly stands for?
	A- better small scale farmers・ life (20)  B- balance the price difference within the whole cocoa market (30)  C- protect the environment (3)
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8	How much would you spend in chocolate in average a month?
	A- Under HK$100 (43)  B- HK$101 - HK$300 (7)  C- HK$301 - HK$500 (2)  D- $501 or above (1)
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9	Have you ever spent on fair trade chocolate?
	A- Yes (14)  B- No (39)
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10	How often would you spend on fair trade chocolate in average a month?
	A- Less than once a month (45)  B- Once a month (3)  C- 2-19 times a month (5)  D- 20 times or above (0)
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11	According to the survey, fair trade chocolate is fairly more expensive (1% - 3%) to normal (free trade) chocolate. Would you still willing to pay for these price premiums chocolate?
	A- Yes (41)  B- No (12)
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12	Here are some large manufacturers and cocoa leading companies. Which types of chocolate brand would you prefer the most?
	A- Branded chocolate companies cooperate with Fair Trade scheme or program, such as Nestlé Kit Kat, Cadbury・s Dairy Milk. (34)  B- Unique Fair Trade branded chocolate, e.g. Divine Chocolate, Green and Black・s (15)  C- Own-brand Fair Trade chocolate, e.g. Marks & Spencer (14)
	No Selection (4)   Select 1 item (45)   Select 2 items (6) Select 3 items (2)
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13	What factors would lead you abandon in selecting fair trade chocolate?
	A- Too expensive (30)  B- Think that ：Fair Trade； simply is a gimmick to obtain the ：sympathy； market (18)  C- Other reasons: (5)
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14	Do you think Fairtrade chocolate have enough flavor for your tasting?
	A- Yes (30)  B- No (23)
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15	Have you seen the FAIRTRADE Certification Mark in chocolate?
	A- Yes (12)  B- No (41)
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16	Could you recognize this labelling?
	A- Yes (17)  B- No (36)
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17	Which ethical label(s) are you trust in?
	A- Social label (21)  B- Fairtrade label (17)  C- Bio label (10)  D- Eco label (20)
	No Selection (5)   Select 1 item (41)   Select 2 items (8) Select 3 items (1)   Select 4 items (2)
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18	Do you believe that the labeled Fairtrade chocolate could really take in place for the small scale cocoa farmers?
	A- Excellent (5)  B- Good (20)  C- Fair (22)  D- Bad (4)  E- Extremely Bad (2)
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19	Do you think it is better to label the FAIRTRADE Certification Mark when selling ethical chocolate?
	A- Yes (46)  B- No (7)
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20	Do you think Hong Kong has sufficient implement of Fairtrade cocoa?
	A- Yes (15)  B- No (38)
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