Consumers, however, seemed to prefer Fairtrade-certified coffee, and were willing to pay a premium for
it, even in China. An independent survey conducted in Wuhan, one of China’s 10 most populous cities,
had shown that, on average, in a coffee shop, consumers were willing to pay 22 per cent more for a cup of
Fairtrade coffee, compared with traditional coffee. The willingness to pay a premium for Fairtrade coffee
was higher among three segments: female consumers, consumers who made their own coffee and
consumers who planned to increase their coffee consumption in the following year.27