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Consumers are paying more and more attention to ethical and social criteria during grocery shopping. As a result, Fair Trade products which are certified to address global supply chain issues (e.g., forced labor, working conditions, fair pay), are gaining popularity. However, it is unclear to which extent Fair Trade labels might influence how consumers perceive such labelled food products. The aim of this research was to examine the potential effect of Fair Trade labels on several measurements (overall liking, sensory profiling, emotions, willingness-to-pay and kCal estimations). Furthermore, tests were carried out at a sensory lab and at home to examine if the evaluation context might impact the label effect. In total, 179 consumers participated in this study of which 90 carried out the test in the sensory test facilities (central location test—CLT) and 89 at home (home-use-test—HUT). Participants evaluated three pairs of food products (nuts, juice and chocolate) of which one was labelled as conventional and the other one as Fair Trade. However, participants were each time evaluating the same Fair Trade product. Results showed that the Fair Trade label increased the overall liking. For the juice and chocolate, a higher willingness-to-pay was found when the product was labelled as ‘Fair Trade’ while no effect of the label was established for the nuts. The Fair Trade label did not affect the kcal estimation of the samples. The Fair Trade label had a rather limited influence on the sensory and emotional profiling of the food products. Furthermore, the results of the CLT and HUT were highly similar indicating that the evaluation context has little impact on the labelling effect.

(ProQuest: ... denotes formulae omitted.)Coffee is one of the most-traded commodities and highest-valued cash crops worldwide. Since coffee is mostly produced on small-scale holdings in developing countries, its production plays a vital role in the livelihoods of 25 million rural households in Asia, Africa, and Latin America. In India alone, it provides livelihoods for more than 150,000 growers and one million workers and their families (United Nations (UN) 2012) and small-scale holdings account for 70 percent of the nation's production (Coffee Board of India (CBI) 2015). Coffee became an important export commodity for India after its independence, and today, almost 80 percent of the coffee produced is exported (CBI 2015). Globally in 2012, India was the fifth-largest coffee producer in the world and the third-largest in Asia (Food and Agriculture Organization (FAO) 2012), contributing 4 percent of the world's total production (UN 2012).The majority of the small-scale coffee producers in India are poor, and the worldwide coffee crisis in the early 2000s further impoverished them. During the crisis (Ponte 2002), many of India's smallholders suffered from hunger and took on large amounts of debt, and a few committed suicide (Chattopadhayay and John 2007). In response to volatile market prices, credit constraints, and supply shocks, several alternative market channels-fair trade, organic, Smithsonian bird-friendly, and Rainforest Alliance certification -have been promoted as possible solutions. These certification schemes are based primarily on environmental and social parameters. Fair trade certification, for example, is aimed at improving the living conditions of operators of certified farms, and organic and bird-friendly certification schemes promote organic agriculture and preservation of bird species on certified farms. Simultaneously, certification schemes recognize that profitability is the major driver of adoption of such certifications by smallholders and hence incorporate provisions for price premiums for certified farmers.Another factor in development of certification schemes worldwide is demand by consumers in developed countries for environmentally friendly and socially responsible coffees (Rice 2001, Basu, Chau, and Grote 2003). Fair trade certification, which is one of the oldest and is the second-largest initiative after organic certification, is known for promoting social justice and having high standards in terms of development that favors small-scale producers (Raynolds, Murray, and Heller 2007). Under the fair trade regime, small-scale coffee farmers in developing countries are supposed to benefit from longterm trading relationships, price premiums, social projects such as establishing schools and healthcare centers, flexible credit arrangements, and greater labor rights (Muradian and Pelupessy 2005, Raynolds, Murray, and Heller 2007).Several empirical studies, conducted mostly in Latin America and Africa, have examined factors that influence adoption of fair trade certification and its impacts on household welfare in terms of incomes and consumption expenditures (Arnould, Plastina, and Ball 2009, Jena et al. 2012, Ruben and Fort 2012, Chiputwa, Spielman, and Qaim 2015). The results have been mixed. Jena et al. (2012) studied coffee-growers in Ethiopia and found that organic and fair trade certifications there did not contribute to incomes or reduce poverty but did have a significant impact on per capita consumption. Ruben and Fort (2012) also found no significant gains in income for fairtrade-certified Peruvian coffee farmers. However, Arnould, Plastina, and Ball (2009) found small, uneven increases in household welfare in Peru, Guatemala, and Nicaragua. Recently, in a study in Uganda, Chiputwa, Spielman, and Qaim (2015) found that fair trade certification had a significant positive impact on household living standards relative to organic and UTZ certification. All of these studies were based on cross-section data and used propensity score matching with either a binary or multiple treatments. …