Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade Coffee
Consumers' buying behavior is not consistent with their positive attitude toward ethical products. In a survey of 808 Belgian respondents, the actual willingness to pay for fair‐trade coffee was measured. It was found that the average price premium that the consumers were willing to pay for a f...
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| Veröffentlicht in: | The Journal of consumer affairs 2005-12, Vol.39 (2), p.363-385 |
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| creator | DE PELSMACKER, PATRICK DRIESEN, LIESBETH RAYP, GLENN |
| description | Consumers' buying behavior is not consistent with their positive attitude toward ethical products. In a survey of 808 Belgian respondents, the actual willingness to pay for fair‐trade coffee was measured. It was found that the average price premium that the consumers were willing to pay for a fair‐trade label was 10%. Ten percent of the sample was prepared to pay the current price premium of 27% in Belgium. Fair‐trade lovers (11%) were more idealistic, aged between 31 and 44 years and less “conventional.” Fair‐trade likers (40%) were more idealistic but sociodemographically not significantly different from the average consumer. |
| doi_str_mv | 10.1111/j.1745-6606.2005.00019.x |
| format | Article |
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Willingness to Pay for Fair‐Trade Coffee</title><title>The Journal of consumer affairs</title><addtitle>Journal of Consumer Affairs</addtitle><description>Consumers' buying behavior is not consistent with their positive attitude toward ethical products. In a survey of 808 Belgian respondents, the actual willingness to pay for fair‐trade coffee was measured. It was found that the average price premium that the consumers were willing to pay for a fair‐trade label was 10%. Ten percent of the sample was prepared to pay the current price premium of 27% in Belgium. 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| ispartof | The Journal of consumer affairs, 2005-12, Vol.39 (2), p.363-385 |
| issn | 0022-0078 1745-6606 |
| language | eng |
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| source | Jstor Complete Legacy; Wiley Online Library Journals Frontfile Complete; PAIS Index; EBSCOhost Business Source Complete |
| subjects | Attitude Measures Attitudes Belgians Brands Buying Child labor Coffee Coffee (Beverage) Consumer attitudes Consumer behavior Consumer behaviour Consumer Economics Consumers Consumption Demographics Employment Level Environment Environmental ethics Ethical aspects Ethical behavior Ethical consumerism Ethics Exhibits Fair trade Fair trade products Flavors Forecasts and trends Labor Conditions Market surveys Market trend/market analysis Natural & organic foods Price premiums Product labeling Social ethics Social Responsibility Studies Surveys Values Willingness to pay |
| title | Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade Coffee |
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