PELSMACKER, P. DE; DRIESEN, L.; RAYP, G. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2003
On the basis of a sample of 808 Belgian citizens and using conjoint analysis, the importance of a ‘fair trade’ label for the coffee buying decision is studied, as well as the willingness-to-pay for such a label. Furthermore, the size of the consumer segment willing to buy ‘fair trade’...