The study in this chapter fills the gap in consumers' choice and willingness to pay for multiple certified coffee by focusing on three specific labels: 'Organic', 'Fair Trade' and 'Wild Grown'; and on the two large Arabica coffee production countries: Brazil and Ethiopia. In addition to identifying ...

This chapter summarizes the results of European research on consumer preferences, buying motives, willingness to pay as well as barriers for buying organic and Fair Trade food products. It also demonstrates the implications for standard setting, certification, labelling and communication.

The aim of this case study is to analyse consumers' preferences as reflected in their information search when shopping for Fair Trade products. German consumers' information search behaviour prior to the decision to purchase Fair Trade coffee is analysed. The study summarizes the state of knowledge ...

The study presented in this chapter determined the premium that consumers may be willing to pay for a Fair Trade chocolate label addressing supply chain gender equality. Seventy-one students on the Cornell University campus in Ithaca, New York, were surveyed, and the stated preference method was...