The Canadian coffee consumer: Understanding consumer preferences for Fair Trade coffee products

This thesis is an investigation of consumer preferences for Fair Trade coffee products. In recent years, value-based consumption has become an increasingly dominant trend in Canada. A major motivating factor has been concerns about the impact of consumer decisions on poor producers in developing countries (Henson, 2003). Whilst such concerns have had only a limited impact on purchase decisions to date, there is evidence that demand for products labelled as 'Fair Trade' is increasing rapidly. The most prominent example is Fair Trade coffee that is now widely available in coffee stores and bars, including those operated by major chains such as Starbucks. Experiences in Europe suggest that demand can expand rapidly and it has been predicted that Fair Trade coffee could soon account for a significant market share.; The research will have two major results. Firstly, it will provide an assessment of the extent to which Fair Trade products in general, and Fair Trade coffee in particular, meet consumer demands and the degree to which consumers are properly informed about the true nature of Fair Trade as a product attribute. Secondly, the research will identify consumer preferences for Fair Trade coffee products and specifically their motivations for purchase and potential sources of utility.