Do fair trade and eco-labels in coffee wake up the consumer conscience?

In this study, a face-to-face survey was conducted in order to reveal consumer preferences for ethical and environmentally sound labeling programs in coffee. Valuation questions regarding the fair trade, shade grown, and organic coffee labels were asked using a payment card format, after consumers were previously informed about each of the labeling programs. Results suggest that consumers are very receptive toward both fair trade and shade grown coffee labels, and consequently are willing to pay higher premiums for these labeling programs than for the organic coffee.