CONSUMER ATTITUDES TOWARDS FAIR TRADE COFFEE

This study examines consumers’ awareness of fair trade coffee and their purchaseinterest concerning fair trade coffee. The research uses a survey instrument that wasadministered through the use of a personal interview. The random sample of 200 coffeepurchasers was collected in San Luis Obispo County, California. San Luis Obispo Countywas designated the best test market in the United States by Demographics Daily (Jackoway2001). San Luis Obispo was found to be the best of 3,141 counties to represent a microcosmof the United States based on 33 statistical indicators. This research uses simulated testmarketing research to examine consumer interest in purchasing a branded fair trade coffeeand finds that the branded fair trade coffee is appealing to only a small percentage of coffeeconsumers. Consumers indicate that the very desirable characteristics of coffee when makinga purchase decision are: is flavorful, has a rich taste, high in quality, reasonably priced, and isa good value for the money. The fair trade coffee examined in this research rates lower inconsumers’ perceptions than the conventionally produced coffee of the same brand on four ofthe most desirable characteristics: is flavorful, has a rich taste, reasonably priced, and is agood value for the money. Thus, consumers perceive the fair trade product to be inferior.