Ethical consumption: An analysis of consumer views and ethical coffee purchasing trends

Fair Trade is a market-based development tool with much potential to improve the lives of small-scale, impoverished producers in the developing world; however, despite the movement's admirable goals, its effectiveness is limited. Low consumer demand is one of the most significant limitations. This thesis discusses the Fair Trade movement and the current challenges it faces---in particular, those posed by the current mainstreaming trend. Most significantly, it examines factors affecting demand for Fair Trade and other ethical trade products. Drawing on a study of coffee consumers in one rural and two urban centres in Manitoba, this thesis presents some preliminary conclusions about consumer views and ethical coffee purchasing trends. Findings suggest that ethical coffee consumption is positively associated with higher education and the ability to distinguish between different ethical certifications, and negatively assicated with distance from ethical coffee purchasing outlets. Ethical coffee purchasing behaviours also suggest that Fair Trade's mainstreaming trend may not effectively increase the demand for Fair Trade products