5Table 5 gives a description of each cluster in terms of age, education, and gender. For every independent variable, the p value of the Pearson chi-square test on equal means is given in parentheses. Regarding gender, the fair-trade lovers and likers consisted of an almost equal share of men and women. This confirmed earlier studies that have concluded that ethical buying behavior was not influenced by gender (e.g., MORI 2000; Sikula and Costa 1994; Tsalikis and Ortiz-Buonafina 1990). Women represented a more than proportionate share of the brand lovers. The reason for this could be that women still do more shopping than men and therefore could be more brand aware. Men were more than proportionately flavor lovers.