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Consumer Behavior Analysis of fair Trade Coffee: Evidence from Field Research

Consumers have shown increased interest in purchasing goods with pro-environmental claims or products that promote societal well-being, such as fair wages paid to farmers of the raw materials and workers in the manufacturing process of a good (e.g., social product labels, including Fair Trade). However, few studies have explored actual purchase behavior of such goods. This in-store field study examined consumer purchase behavior of Fair Trade-labeled coffee in a privately owned coffee shop. The impact of two experimental conditions-(1) low- and high-information point-of-purchase label conditions promoting Fair Trade coffee availability and (2) service time, including morning and evening retail sales hours-were assessed to measure impact on coffee type purchased. Results suggest consumer preference for Fair Trade over non-Fair Trade coffee types across all conditions. Implications for the use of point-of-purchase advertisements and consumption of products promoting labels such as Fair Trade are discussed.