Consumers’ attitude towards Fairtrade coffee in the UK

Abstract

The rapid worldwide expansion of Fair Trade coffee sales was highly reported to be accelerated by the involvement of large retailers (LRs). The purpose of this research was to understand factors influencing consumers’ Fairtrade coffee purchase intention in the UK. Factor analysis was conducted with sample of 219 coffee consumers with the aid of SPSS 17. The general findings of the study indicates that credence processing attributes defined as ‘ethical’, ‘production techniques’ and ‘fair trade products’ are the major factors that influence consumers intention in purchasing of coffee in the UK. However, credence process content attributes such as ‘quality’ and ‘decaffeinated coffee’ also emerged as the most significant factors in influencing consumers’ attitudes towards coffee.