Some characteristics of the fair trade coffee customer

Patrice Cailleba () and Herbert Cateran
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Patrice Cailleba: Groupe ESC Pau
Herbert Cateran: Groupe ESC Pau

No 1102, Working Papers from Groupe ESC Pau, Research Department

Abstract: Few European quantitative studies are available concerning the behavior of ethical consumers. Most of the studies regarding Fair Trade (FT) coffee purchases stick to the consumer perceptions and values. Based on 118,252 French transactions made between 2005 and 2007, we study the impact of personality traits, product characteristics and types of promotions on FT coffee purchases. Regarding French FT market (third market in the world) and the importance of FT coffee within this market (almost 50% of all sales), the understanding of the French FT coffee consumer helps identify some features of the European FT consumer. In this paper, we examine the link between FT coffee purchases and personal characteristics and the timing of purchase. Our results demonstrate that the gender and the age are not related to FT coffee purchases. The promotions have no specific impact on FT coffee. On the contrary, the FT coffee purchases have a specific seasonality and grow with the educational level and the standard of life.

Keywords: Fair trade; coffee; consumer; France; retail; quantitative analysis (search for similar items in EconPapers)
Pages: 19 pages
Date: 2009-01, Revised 2009-01
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