New data supports the notion that, while all consumers may not care about their personal health, they are increasingly concerned about the sustainability of the products they buy. In a study conducted by researchers from the Massachusetts Institute of Technology, Harvard and the London School of Economics, statistical methods were used to analyze the purchasing habits of shoppers in a major U.S. grocery store chain. Many shoppers were found to be willing to pay more for coffee products carrying a Fair Trade label.
By Jonathan Bardeline
OAKLAND, CA — Imports of Fair Trade certified cocoa, citrus, sugar and honey soared in 2010, reports Fair Trade USA, which also found that adding the Fair Trade label to coffee boosts sales.
While the amount of Fair Trade coffee and overall produce imports stayed steady, a larger chunk of each was organic.
By Christopher Shea
A significant number of consumers will opt for “Fair Trade” coffee over the alternatives, a new study finds. And they’ll continue to buy it even in the face of an 8% price hike.
The study took place in 26 stores of an unnamed upscale chain.