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Consumer Attitudes Towards Fair Trade Coffee

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  • McGarry Wolf, Marianne
  • Romberger, Carissa Leigh

Abstract

This study examines consumers’ awareness of fair trade coffee and their purchase interest concerning fair trade coffee. The research uses a survey instrument that was administered through the use of a personal interview. The random sample of 200 coffee purchasers was collected in San Luis Obispo County, California. San Luis Obispo County was designated the best test market in the United States by Demographics Daily (Jackoway 2001). San Luis Obispo was found to be the best of 3,141 counties to represent a microcosm of the United States based on 33 statistical indicators. This research uses simulated test marketing research to examine consumer interest in purchasing a branded fair trade coffee and finds that the branded fair trade coffee is appealing to only a small percentage of coffee consumers. Consumers indicate that the very desirable characteristics of coffee when making a purchase decision are: is flavorful, has a rich taste, high in quality, reasonably priced, and is a good value for the money. The fair trade coffee examined in this research rates lower in consumers’ perceptions than the conventionally produced coffee of the same brand on four of the most desirable characteristics: is flavorful, has a rich taste, reasonably priced, and is a good value for the money. Thus, consumers perceive the fair trade product to be inferior.

Suggested Citation

  • McGarry Wolf, Marianne & Romberger, Carissa Leigh, 2010. "Consumer Attitudes Towards Fair Trade Coffee," 2010 Conference (54th), February 10-12, 2010, Adelaide, Australia 59264, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare10:59264
    DOI: 10.22004/ag.econ.59264
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    References listed on IDEAS

    as
    1. Chris Arnot & Peter C. Boxall & Sean B. Cash, 2006. "Do Ethical Consumers Care About Price? A Revealed Preference Analysis of Fair Trade Coffee Purchases," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 555-565, December.
    2. repec:feb:natura:0061 is not listed on IDEAS
    3. Sarah Lyon, 2007. "Fair Trade Coffee and Human Rights in Guatemala," Journal of Consumer Policy, Springer, vol. 30(3), pages 241-261, September.
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    Cited by:

    1. Cerjak, Marija & Naglić, Tatjana & Mesić, Željka & Tomić, Marina, 2015. "Croatian consumers' knowledge and attitudes towards Fair Trade," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202756, European Association of Agricultural Economists.

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