Fair trade products represent a large and growing market sector in Canada and worldwide. These products are goods that are supplied through arrangements that guarantee minimum wages to participating producers. Sales of fair trade coffee, the most popular and longest-established fair trade product, were approximately $20 million in Canada in 2003 (TransFair Canada 2005). Despite the increasing importance of these and other “socially responsible” products, there are few studies that examine the premiums that Canadian consumers may be willing to pay for goods with socially responsible attributes. Furthermore, the existing literature relies heavily on stated preference