Is ‘Ethical’ Coffee Morally Superior?

Conscious consumption has moved from niche to mainstream. According to PwC’s 2024 Voice of the Consumer Survey, shoppers reported a willingness to pay more for sustainably produced or sourced goods, signaling growing interest in aligning purchases with social and environmental values. Market behavior appears to reflect this trend: a separate report estimated that consumers paid an average 26.6 percent premium for eco-friendly products in 2024 relative to comparable conventional alternatives.