aspects of consumption, the European survey by MORI (2000) points to
results for Belgium that are very similar to the European average with
respect to attitudes toward social responsibilities of firms, the importance
a firm’s commitment to social responsibility in buying intentions, as well as
in the supplementary willingness to pay for environmentally or socially
responsible products. This finding was corroborated from our exploratory
survey of the market share of fair-trade coffee. The 1% market share in
Belgium is similar to the market share of fair-trade coffee in France
(0.9%) and Germany (1%) and is midrange between the market share in
Switzerland (5%), the Netherlands (3%), and Denmark (2.5%) on the
one hand, and Norway (0.8%) and Finland (0.4%) on the other.