Patrick De Pelsmacker (firstname.lastname@example.org) is a marketing professor at the University of Antwerp.
Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee
Article first published online: 1 SEP 2005
Journal of Consumer Affairs
Volume 39, Issue 2, pages 363–385, Winter 2006
How to Cite
DE PELSMACKER, P., DRIESEN, L. and RAYP, G. (2005), Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee. Journal of Consumer Affairs, 39: 363–385. doi: 10.1111/j.1745-6606.2005.00019.x
Financial support of the University Development Cooperation of the Flemish Interuniversity Council is gratefully acknowledged. The authors wish to thank the participants of the 33rd European Marketing Academy (EMAC) conference for their useful comments and suggestions. All remaining errors are ours.
- Issue published online: 1 SEP 2005
- Article first published online: 1 SEP 2005
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.