When we are buying coffee at a grocery store, we often find ourselves facing this dilemma – Will we pay $2-5 more for Fair Trade coffee? If paying the extra dollars means that we are supporting fair wages, and the use of environmentally friendly methods, what will you decide?
In 2011, Hixcox, Broukhim, and Litwin conducted a social experiment by selling coffee on Ebay to quantify the demand for Fair Trade coffee. They found that consumers are willing to pay a 23% premium to support coffee labeled as Fair Trade. If selling Fair Trade coffee has been successful, why don’t we introduce the same concept in other products, or in the fashion industry? Imagine shoppers go inside a mall, and they would see a section of Fair Trade clothes. How many of us would actually support it?
Before answering those questions, I would like to talk about what Fair Trade really means, how it works and if it actually works (using coffee as our example!).
Inspired by the many experiments done on Fair Trade coffee, I’ve been thinking about conducting one on fair trade clothing! Ideas are in the air, and I would love to hear what you think as well!
Thanks for reading!
Smile and style on~
Shirt :: Reformation
Jeans :: 7 for all Mankind
Watch :: Fossil