Although the fair-trade lovers are a considerable niche, the size of the fair-trade likers segment indicated an even larger market potential of fair-trade coffee. Fair-trade lovers and likers covered 50% of the consumers. These two groups could be convinced to buy fair-trade coffee if better informed and the right marketing efforts are pursued. Fair-trade likers also attach a lot of importance to attributes such as brand and flavor. To appeal to them, the quality of the fair-trade coffee should match that of regular brands. The creation of a genuine fair-trade brand, instead of labeling other brands with fair-trade, may be a more efficient and credible alternative to promote the fair-trade idea to a broader audience. Finally, although the willingness to pay the actual price premium for fair-trade coffee was relatively strong in the fair-trade lovers group, it was on the contrary relatively weak in the fair-trade likers segment. Apparently, the appreciation for the fair-trade attribute was not strong enough to support the actual price premium. Maybe the most efficient way to expand the market would be to reduce the price premium of fair-trade coffee to a level more acceptable by larger parts of the population, e.g., by giving tax incentives such as lower value-added tax, similar to the tax reductions for environmentally friendly products in some countries.