More than half of the shoppers in the South West are put off buying Fairtrade products because they're too expensive, according to new research.

The survey, commissioned by the Fairtrade Foundation ahead of Fairtrade Fortnight (26th February to 11th March) also found that more than one in five consumers don't buy ethical products because they don't trust claims made about ethically-sourced products.

The new research has shown that 90 per cent of shoppers in the South West think that price is an important factor when considering where to shop. This is followed by the quality of products (89.4 per cent), the location (76.9 per cent) and then the ethical credentials of the store (53.1 per cent).

Nearly half of respondents (45 per cent) were unaware of exploitation in the food chain, while almost a quarter (23.1 per cent) of consumers in the South West admit to never thinking about who produces their food and drink. Just 10 per cent admitted to 'always' thinking about who produces their food and drink.

When it comes to the Fairtrade products we buy, the most popular is bananas with 44.4 per cent of us buying them. Second is coffee at 43.8 per cent, followed by sugar at 33.1 per cent.

Fairtrade Fortnight's campaign will invite members of the public to experience the world of the people who produce the things we love to eat, drink, and wear.

The campaign will also explore how businesses, farmers, workers and shoppers come together through Fairtrade to break the stranglehold of poverty prices.