If your cafe's struggling, this is the study for you.
Massey University researchers have found customers of cafes that promote fair trade coffee in-store have higher satisfaction levels, and are willing to pay more for their daily brew.
Marketing senior lecturer Dr Andrew Murphy says fair trade coffee is becoming a routine purchase for an increasing number of New Zealanders, both in cafes and supermarkets.
He says it's still a premium rather than mainstream product, so it's a way for cafes to differentiate themselves if they want to attract a particular type of consumer.
The research comes as Oxfam is encouraging New Zealanders to give fair trade coffee a go during 'fair trade fortnight', which starts today.
Photo: Getty Images