Determinants of the demand for eco-labelled milk and fair trade coffee

Sammanfattning: This thesis examines the determinants of the demand for eco-labelled milk and fair trade coffee with regards to egoistic, altruistic and signalling of altruism motives as well as socio-economic background factors. A survey was conducted in Stockholm city generating 187 completed questionnaires. The results show that the explanatory variables are better suited for explaining the demand for eco-labelled milk than the demand for fair trade coffee. Common for the two food products are the importance of perceived taste, environmental/ethical self-image and gender in determining demand. Results also point to a limited relationship between altruistic factors and demand for ethical food products.