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...

This research compares the attitudes of consumers in the United States, Italy and Japan toward food characteristics. The U.S. and Japanese consumers had relatively positive attitudes toward genetically modified food, while the Italian consumer had relatively negative attitudes. The Italian...