This study examines consumers’ awareness of fair trade coffee and their purchaseinterest concerning fair trade coffee. The research uses a survey instrument that wasadministered through the use of a personal interview. The random sample of 200 coffeepurchasers was collected in San Luis Obispo...

A consumer survey was used to generate a demographic profile of the target market for value-added produce products compared to consumers who purchase bulk produce products. Those who purchase value-added produce products are more likely to be young, single, and without children than are those...