Companies using the Fairtrade mark demonstrate different types of commitment to the fair trade movement, claims a new study from the University of New York.

A review of several companies found the nine original Fairtrade principles were often being negated in favour of the two basic principles of minimum pricing and a social premium in practice.

The researchers argue that “consumers are not aware of the different approaches to Fairtrade” and more information about the movement is needed to help consumers make an informed decision.