If your cafe's struggling, this is the study for you. Massey University researchers have found customers of cafes that promote fair trade coffee in-store have higher satisfaction levels, and are
willing to pay more for their daily brew.
Marketing senior lecturer Dr Andrew Murphy says fair trade coffee is becoming a routine purchase for an increasing number of New Zealanders, both in cafes and supermarkets.
He says it's still a premium rather than mainstream product, so it's a way for cafes to differentiate themselves if they want to attract a particular type of consumer.
The research comes as Oxfam is encouraging New Zealanders to give fair trade coffee a go during 'fair trade fortnight', which starts today.
Discuss Fair Trade at the official fair trade forums and engage in conversation!
credit: http://www.newstalkzb.co.nz/auckland/news/nbnat/1226811623-Fair-trade-coffee-leads-to-higher-satisfaction-levels
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