An Analysis of Consumer Motivations for Purchasing Fair Trade Coffee

The growth of Fair Trade has presented challenges to the core values of the initiative, which have emphasized not only improving the farmer's standard of living but also empowering producers. This study investigates factors influencing the consumer's decision to purchase Fair Trade coffee to be made at home, with a focus on what can be done to maintain the core values of fair trade while expanding its scope. The sample comprises 500 United States adults obtained from an Internet panel operated by ResearchNow. Maximum Difference Scaling (MaxDiff) analysis is used to examine reasons why consumers buy Fair Trade coffee and factors that stand in the way of them purchasing more Fair Trade coffee. Results indicate that the most important reasons for purchasing Fair Trade coffee are to improve the wages and the working conditions of workers and farmers.