(UNIVERSITY OF NAIROBI, 2012) Nandonde, Felix, Adamu
The rapid worldwide expansion of Fair Trade coffee sales was highly reported to be
accelerated by the involvement of large retailers (LRs). The purpose of this research was to
understand factors influencing consumers’ Fairtrade coffee purchase intention in the UK.
Factor analysis was conducted with sample of 219 coffee consumers with the aid of SPSS
17. The general findings of the study indicates that credence processing attributes defined
as ‘ethical’, ‘production techniques’ and ‘fair trade products’ are the major factors that
influence consumers intention in purchasing of coffee in the UK. However, credence
process content attributes such as ‘quality’ and ‘decaffeinated coffee’ also emerged as the
most significant factors in influencing consumers’ attitudes towards coffee.