The tropical fruit sectors: reconfigurations, inequalities and sustainability. Introduction

Tropical fruit consumption has increased globally, with 95% of production in low- and middle-income countries, often with a questionable social and environmental impact. This study explores the potential of sustainable tropical fruit consumption in Central and Eastern Europe. The researchers surveyed 2266 Czech respondents on their attitudes toward tropical fruits and the role of ethical certification in their purchasing decisions. Using a structural equation model (SEM), the study identified the factors influencing consumers’ decisions to buy Fairtrade fruit, focusing on awareness of related global issues, including their environmental and economic impacts. The findings indicate that despite the increasing supply and consumer awareness of tropical fruits in the Czech market, most respondents preferred traditional tropical fruits like bananas (99%), pineapples (94%), mangoes (78%), and avocados (65%). The study found that 42% of respondents were familiar with Fairtrade and that 55% intended to buy it, but that consumers often purchased it unintentionally due to retailers’ marketing strategies. The results of the SEM showed that consumers’ ethical shopping preferences and environmental awareness significantly contributed to Fairtrade purchasing behaviour, whereas economic and global challenges did not have a substantial impact. Therefore, for the long-term sustainability of the ethical tropical fruit sector, greater consumer education on the social and economic aspects of ethical products is needed.

ISHS IV International Symposium on Banana: International Conference on Banana and Plantain in Africa: Harnessing International Partnerships to Increase Research Impact INNOVATION IN BANANA VALUE CHAIN DEVELOPMENT IN METEMA DISTRICT, NORTHWESTERN ETHIOPIA: IMPROVING PRODUCTIVITY AND MARKET SUCCESS (IPMS) PROJECT EXPERIENCES