期刊
JOURNAL OF CONSUMER AFFAIRS
卷 39, 期 2, 页码 363-385出版社
WILEY
DOI: 10.1111/j.1745-6606.2005.00019.x
关键词
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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.
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