From the second part of our survey, we profiled the clusters in the coffee market in demographic and personal value terms. As described above, the significance of demographic factors in ethical decisions is not clear. Based on the literature survey in the introduction of this study, only age, gender, and education were considered. The age variable was classified into three categories: 18–30 years, 31–44 years, and 45 years or older. Two levels of education were considered: high school (12 years of education or less) and higher education (more than 12 years of education).