Journal of Business Ethics

, Volume 97, Issue 4, pp 613–624 | Cite as

Do Ethical Values Work? A Quantitative Study of the Impact of Fair Trade Coffee on Consumer Behavior



This study investigates the large French fair trade (FT) market and the importance of FT coffee within it, in an attempt to identify some general features of FT consumers. On the basis of 7,587 transactions, the authors also determine the impact of FT characteristics on customer behavior. The main result is somewhat surprising: FT coffee purchases seem to involve a temporary commitment as FT coffee consumers appear less loyal than traditional coffee consumers. The authors derive some business and academic implications.


Fair Trade coffee consumer France retail quantitative analysis brand loyalty satisfaction–profit chain 


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This article is a revised version of a presentation made during the B&ESI Conference, Acapulco, January 2009. We sincerely thank Pascal Poutet, Stephen Platt, and the JBE anonymous reviewers for their valuable comments, as well as IRMAPE members for fruitful discussions.


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Copyright information

© Springer Science+Business Media B.V. 2010

Authors and Affiliations

  1. 1.Groupe ESC PauPauFrance

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