FT customers: 0.205 versus 0.184, or a difference of
10.3%. In terms of the similarities of these segments,
we note that exclusive FT coffee customers do not
drink as much coffee as exclusive traditional coffee
drinkers, who are clearly regular and heavy coffee
drinkers. Although FT coffee should represent a
positive attribute for FT customers, their purchase
rate frequency is lower than that of traditional coffee
customers. The 14% difference in price that we find
may constitute ‘‘transgressive pricing,’’ that is, above
consumers’ willingness to pay (Wathieu and Bertini,
2007). In support of H1, we find no reinforcement
effect, in that FT coffee consumption is lower than
traditional coffee consumption. An FT purchase,
therefore, could signal simply weak interest in the
product. Exclusive FT coffee customers also do not
appear to be heavy coffee drinkers. They may purchase
it occasionally, probably for friends, family, or
just ethical purposes (i.e., for ‘‘Fair Trade’s sake’’).