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The purpose of this study is to evaluate the importance placed on ethical values by a consumer.

 

We have specifically used Starbucks and AMT coffee - two UK coffee chains with contrasting ethical values - in order to construct a real life marketplace scenario.

 

Starbucks, the largest coffee chain in the world, are frequently seen in the spotlight for a variety of ethical events. Whilst the beans in the cups are (partially) Fair trade, the ethical misdemeanors committed by Starbucks include violating employee rights, providing products to Guantanamo Bay, preventing poor Ethiopian farmers from copyrighting their coffee beans and avoiding millions of pounds in corporation tax.

 

Conversely, AMT Coffee - the slightly less recognised and extremely less successful UK coffee brand - became the first UK coffee chain to go 100% Fair trade in 2004. AMT coffee places a strong emphasis on ethical value and has consistently been voted the EthicalConsumer.org most ethical coffee chain.