A research study at the Universität Bonn (Germany) found that consumers are willing to pay more for products that include the Fair Trade logo (see image of logo on left). The logo can be found on a range of products including bananas, coffee, chocolate, and wine. TheUniversität Bonn study found consumers were willing to pay 30% more when the product carried the Fair Trade logo.

In addition, they thought Fair Trade branded products tasted better. Another part of the study asked consumers to sample two pieces of chocolate and determine which tasted better. While the chocolates were identical, one included the Fair Trade logo. the logo alone caused consumers to report the chocolate tasted better. Read more at Science Daily, “Fair Trade Logo Boosts Consumer’s willingness to pay” (August 27, 2015).

The Fair Trade logo appears to reduce consumer’s price sensitivity. Review chapter 18’s discussion of price sensitivity and explain how the Fair Trade logo example influences price sensitivity.