Editing Fair trade (section)

==== Consumer attitudes ====
Consumers typically have positive attitudes about products that are ethically made. These products may promise fair labor conditions, protection of the environment, and protection of human rights. Fair trade products meet standards like these. Despite positive attitudes toward ethical products such as fair trade commodities, consumers often are not willing to pay higher prices for fair trade coffee. The attitude-behavior gap can help explain why ethical and fair trade products take up less than 1% of the market. Coffee consumers may say they are willing to pay a premium for fair trade coffee, but most consumers are more concerned with the brand, label, and flavor of the coffee. However, socially conscious consumers with a commitment to buying fair trade products are more likely to pay the premium associated with fair trade coffee.<ref>{{cite journal | last1 = Pelsmacker | first1 = De | last2 = Patrick | last3 = Driesen | first3 = Liesbeth | last4 = Rayp | first4 = Glenn | year = 2005| title = Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee | journal = Journal of Consumer Affairs | volume = 39 | issue = 2| pages = 363–385 | doi=10.1111/j.1745-6606.2005.00019.x| doi-access = free }}</ref> When a sufficient number of consumers begin purchasing fair trade, companies will be more likely to carry fair trade products. [[Safeway Inc.]] began carrying fair trade coffee after individual consumers dropped off postcards asking for it.<ref name="ReferenceC">Jaffee, Daniel. ''Brewing Justice: Fair Trade Coffee, Sustainability, and Survival''. Berkeley: University of California, 2007</ref>