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Willingness to Pay The willingness to pay for the protection of the environment is on a
similar level to that of the survey in 2002. In all four prompted forms
of willingness to pay (higher prices for environmentally friendly-products,
higher taxes, reduced standard of living, paying more for fairly-traded
products), the approval rate has slightly risen by two or three percentage
points. However the percentages in this year’s survey were not as
high as those in 2000. Those surveyed were most willing to pay more for
fairly-traded products.
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