In a survey designed to measure people's willingness to pay for fair-trade coffee, researchers found that most coffee drinkers were willing to pay an average price premium of:
A) 10 percent.
B) 20 percent.
C) 30 percent.
D) 40 percent.

Question

Quizplus · Accepted Answer

Research on consumer behavior towards fair-trade coffee often shows that a significant portion of coffee drinkers are willing to pay a premium for fair-trade products, with studies commonly finding an average willingness to pay an extra 10 percent. This reflects a moderate level of consumer commitment to ethical purchasing practices.

In a Survey Designed to Measure People's Willingness to Pay