Koppel, Hannes; Schulze, Günther - In: Journal of Consumer Policy 36 (2013) 4, pp. 369-387
A natural field experiment is conducted on the determinants of consumer’s willingness to pay for “fair trade” (FT) products. In four treatments, subjects are offered different choices in connection with a coffee purchase, such as buying regular coffee or FT coffee at a premium, regular...