Fair Trade Coffee : Understanding Danish consumers' intentions to purchase fair trade coffee - and how to use it in marketing

The aim of the thesis was to examine which factors influence Danish consumers' intentions to purchase fair trade coffee, and how the understanding of these factors could help the marketing of fair trade products in the Danish market. The thesis is based on an existing theory and an empirical study of consumers' intentions to purchase fair trade coffee. A theoretical part is included in the thesis, based on the Theory of Planned Behavior and previous studies in the field of ethical consumption, which are mostly in relation to fair trade consumption. The purpose of the thesis was to generate knowledge about the consumers' intentions to purchase fair trade coffee through an understanding of the influences, which affect the consumers during the fair trade purchasing situation. The analysis shows that Danish consumers' intentions to purchase fair trade coffee is influenced by the attitudes the consumers hold toward performing the action, the social pressure of a consumer's environment, and last but not least the idea of being a morally concerned individual.