Perceptions of Coffee at the Muhlenberg Campus
Key Findings Report, Analysis, and Recommendations
February, 2007
Muhlenberg College Institute of Public Opinion
Dr. Christopher Borick, Director
Steve Fischer, Graduate Intern
Adrian Shanker, Intern
Key Findings:
58% of participants, who drink one or more cups of coffee per day, purchase their coffee
at the Java Joe’s location.
40% of participants are unsure if the coffee they purchase on campus is fair trade or not
fair trade.
32% of participants would be willing to spend more money for a cup of coffee if only
fair trade coffee was sold. 22% would not be willing to pay extra money.
75% of participants correctly identified that fair trade coffee means “coffee produced
with fair wages for workers and environmentally fair trade practices.”
32% of respondents believe that only fair trade coffee should be served on campus;
Contrasted with 25% of respondents who believe that both fair trade and non-fair trade
coffee should be served and 2% of respondents who believe that only non-fair trade
coffee should served on campus. 44% had no preference.
53% of Participants consider it “very important” or “somewhat important” to expand the
availability of fair trade coffee on campus.
54% of Participants consider it “very important” or “somewhat important” to make fair
trade coffee available for catered events on campus.
Methodology:
The aforementioned key findings report summarizes data collected in a paper survey of
222 members of the Muhlenberg College community, including Faculty, Staff, Students,
and Administrators. Institute of Public Opinion staff randomly solicited people in the
lobby of the Seegers Student Union Building on Wednesday, Feb. 7th, 2007 from the
hours of 8:00AM – 2:30PM. This number of completions results in a margin of error of
+/- 6% at the 95% confidence interval. However the margin of errors for sub groups (i.e.
staff, faculty, administrators) is larger due to smaller sample size. Percentages throughout
the survey have been rounded to the nearest percentage, thus many totals in the report
will not equal 100. The survey questionnaire was designed by Adrian Shanker, Intern at
the Muhlenberg College Institute of Public Opinion under the direct supervision of
Christopher Borick, PhD in consultation with staff at Sodexho Dining Services at
Muhlenberg College. Analysis and report writing were completed by the Muhlenberg
College Institute of Public Opinion Staff under the direction of Dr. Borick.
2
Analysis:
Location Matters:
The preferred location of coffee consumption at Muhlenberg College is Java Joe’s for
students (56%) and administrators (33%). The GQ is the second most popular coffee
venue; it is most preferred among 40% of the staff and 14% of students who purchase
coffee on campus. In addition 43% of the faculty who participated in this study prefer
coffee in the GQ.
Which of the following
describes your purchase
of coffee at Muhlenberg
I only Purchase Fair Trade
Coffee on campus
I purchase both fair and
non fair trade coffee
I only purchase non fair
trade coffee on campus
I’m not sure
Did not Answer
One or more
cups a day
A few cups
a week
A rare cup of coffee or
none at all
Total
16%
7%
16%
14%
49%
49%
21%
36%
4%
2%
7%
5%
26%
41%
46%
40%
5%
2%
10%
7%
Is Coffee just Coffee?
Given that 49% of coffee drinkers who consume one or more cup a day purchase both
fair trade and non fair trade coffee, it could be inferred that the purchaser buys the coffee
available without much thought involved. However, given that 65% of participants who
drink at least a few cups of coffee per week believe that only fair trade coffee should be
served on campus, we could argue that the purchaser buys the coffee that is available, but
that there is an expressed strong preference at Muhlenberg College for Fair Trade Coffee.
The Cost Factor
It should be recognized that 22% of the participants stated that they would not be willing
to pay more for coffee that was fair trade. Criticism of fair trade coffee, most commonly
comes from free market advocates such as the UK-based, Adam Smith Institute who
claims that fair trade is a “prop-up pricing scheme.” It is possible that a portion of the
22% who would not be willing to pay more money for Fair Trade find credibility in the
beliefs of the Adam Smith Institute, and others with similar mentalities, however it
should also be noted, according to Fair Trade Coffee Certifier, Equal Exchange, Fair
Trade Coffee costs approximately 65 additional cents to the consumer.
3
Recommendations:
I.
Awareness
Based on our findings that 40% of participants were unsure if the coffee they
were consuming was fair trade or not, we encourage Sodexho Dining
Services, and the Environmental Action Team to work together to make the
campus more aware of the availability of fair trade coffee on campus.
Secondly, noting that 46% of respondents stated that they would be willing to
attend a “fair trade coffee taste testing” if one was offered on campus, we
encourage Sodexho Dining Services and the Environmental Action Team to
work together to set up said taste testing at a table in the student union on a
given day.
II.
Expansion
Our findings show that 53% of the respondents feel it somewhat or very
important to expand the availability of fair trade coffee on campus, and that
54% support fair trade coffee being made available at catered events. At the
same time, 32% of respondents are not willing to pay more for fair trade
coffee. We recommend balancing the two by not immediately moving to make
the campus fair trade only, rather making those changes gradual, as not to
create a large price increase all at once. As an important and practical first
step, we recommend that fair trade coffee be listed as a menu item for catered
events to allow departments and campus organizations who wish to support
fair trade coffee to purchase it for their events.
III.
Beyond the Bubble
Given the nature of this issue as a truly global issue, we recommend that the
19% of students who consider it “very important” that fair trade coffee be
expanded on campus, continue with their passion for fair trade by ensuring the
same production requirements and certification of the coffee they buy
elsewhere, particularly in the nearby area. We recommend that the
aforementioned students, recognize the work that the campus Dining services
has already done on this issue, and while not abandoning further pressure,
focus a portion of that activism on local coffee retailers in the west end of
Allentown.
Acknowledgements:
This research was funded by the Muhlenberg College Institute of Public Opinion,
directed by Dr. Christopher Borick. The Institute acknowledges the consultations with
Sodexho management: John Pasquarello, Rhonda Henry, Sharon Venzani, and Tom
Henry; Seegers Union director Glenn Gerchman; Environmental Action Team
President, Steve Epting; and Muhlenberg College Institute of Public Opinion staff:
Catherine Bell, Dave Tepper, David Liskov, Gregory Rose, Adrian Shanker, Sarah
Schrader, Chelsea Meenan, Steven Fischer, Nicole Deutsch, and Marcus Matthieson.
4
Appendix: Fair Trade Coffee Survey Results
At which campus
location do you
purchase most of
your coffee
The GQ
Java Joes
The Garden Room
Powerhouse Café
I do not purchase
coffee on campus
Which of the
following describes
your purchase of
coffee at
Muhlenberg
I only Purchase Fair
Trade Coffee on
campus
I purchase both fair
and non fair trade
coffee
I only non fair trade
coffee on campus
I’m not sure
Did not answer
Which of following
best describes your
views on the types
of coffee that
should be sold at
Muhlenberg
Both fair trade and
non fair trade should
be sold
Only fair trade
should be sold
Only non fair trade
should be sold
I do not have a
preference
Would you be
willing to pay more
for a cup of coffee
on campus if only
fair trade was sold
Yes
No
Not Sure
Not a coffee drinker
Which of the
following
Student
Faculty
Administration
Staff
Other
Total
14%
56%
6%
<1%
23%
43%
29%
0%
0%
29%
17%
33%
0%
0%
50%
40%
20%
0%
0%
40%
0%
67%
0%
0%
33%
16%
54%
5%
<1%
25%
13%
14%
17%
40%
0%
14%
35%
29%
50%
60%
0%
37%
5%
0%
0%
0%
0%
5%
41%
6%
43%
14%
0%
33%
0%
0%
100%
0%
40%
7%
25%
0%
17%
40%
33%
25%
31%
43%
50%
40%
33%
32%
2%
0%
0%
0%
0%
2%
41%
57%
35%
20%
33%
41%
Students
Faculty
Administration
Staff
Other
Total
31%
21%
27%
21%
43%
29%
14%
14%
67%
17%
0%
17%
40%
60%
0%
0%
0%
0%
67%
33%
32%
22%
26%
20%
5
statements do you
think best defines
fair trade coffee?
Coffee produced
based on US free
trade agreements
Coffee produced by
union workers in the
US
Coffee produced
with fair wages for
workers and
environmentally
sustainable practices
(Correct answer)
Coffee produced
inexpensively to
reduce prices for the
consumer
Do not know
If there was
programming on
Fair Trade on
campus, which of
the following would
you be interested in
attending
Fair Trade coffee
taste testing
Documentary films
on Fair Trade
products
Public lectures on
Fair Trade practices
Lunch and Learn
discussions on Fair
Trade practices
All of the above
None of the above
How important is it
to you that the
availability of Fair
Trade coffee at
campus locations
be expanded
Very important
Somewhat important
Not too important
Not important at all
Not Sure
No response
How important is it
to you that Fair
Trade coffee be
14%
0%
17%
0%
33%
14%
4%
0%
0%
0%
0%
3%
74%
100%
83%
80%
67%
75%
5%
0%
0%
0%
0%
5%
3%
0%
0%
20%
0%
3%
Students
Faculty
Administration
Staff
Other
Total
44%
14%
0%
0%
67%
46%
10%
0%
0%
20%
0%
9%
2%
14%
17%
20%
0%
10%
8%
29%
33%
20%
0%
10%
9%
8%
Students
0%
43%
Faculty
0%
33%
Administration
0%
0%
Staff
33%
0%
Other
8%
9%
Total
19%
32%
19%
11%
16%
2%
14%
29%
0%
29%
14%
14%
17%
67%
0%
0%
17%
0%
60%
40%
0%
0%
0%
0%
33%
33%
0%
0%
33%
0%
20%
33%
17%
11%
16%
2%
6
made available at
catered events on
campus
Very important
Somewhat important
Not too important
Not important at all
Not Sure
No response
22%
29%
19%
14%
13%
2%
14%
29%
0%
29%
14%
14%
50%
50%
0%
0%
0%
0%
40%
40%
20%
0%
0%
0%
33%
67%
0%
0%
0%
0%
23%
31%
18%
14%
13%
2%
Appendix II: Student Coffee Survey by cups of coffee consumed
One or more
cups a day
At which campus
location do you
purchase most of your
coffee
The GQ
25%
Java Joes
58%
The Garden Room
5%
Powerhouse Café
2%
I do not purchase coffee 11%
on campus
Which of the following
describes your
purchase of coffee at
Muhlenberg
I only Purchase Fair
16%
Trade Coffee on
campus
I purchase both fair and 49%
non fair trade coffee
I only purchase non fair 4%
trade coffee on campus
I’m not sure
26%
Did not Answer
5%
One or more
Which of following
cups a day
best describes your
views on the types of
coffee that should be
sold at Muhlenberg
Both fair trade and non 21%
A few cups A rare cup of coffee Total
a week
or none at all
14%
70%
10%
0%
7%
12%
43%
3%
0%
42%
16%
54%
5%
<1%
24%
7%
16%
14%
49%
21%
36%
2%
7%
5%
41%
2%
A few cups
a week
46%
40%
10%
7%
A rare cup of coffee Total
or none at all
34%
22%
7
25%
fair trade should be sold
Only fair trade should 40%
be sold
Only non fair trade
0%
should be sold
I do not have a
39%
preference
Would you be willing
to pay more for a cup
of coffee on campus if
only fair trade was
sold
Yes
46%
No
26%
Not Sure
28%
Not a coffee drinker
0%
Which of the following
statements do you
think best defines fair
trade coffee?
Coffee produced based 14%
on US free trade
agreements
Coffee produced by
0%
union workers in the
US
Coffee produced with 79%
fair wages for workers
and environmentally
sustainable practices
(Correct answer)
Coffee produced
2%
inexpensively to reduce
prices for the consumer
Do not know
5%
One or more
If there was
programming on Fair cups a day
Trade on campus,
which of the following
would you be
interested in attending
Fair Trade coffee taste 49%
testing
25%
31%
32%
0%
4%
2%
41%
42%
41%
37%
20%
41%
2%
23%
20%
16%
42%
32%
22%
26%
20%
10%
16%
14%
3%
5%
3%
76%
73%
75%
7%
5%
5%
3%
2%
3%
A few cups A rare cup of coffee Total
a week
or none at all
53%
8
41%
46%
Documentary films on
Fair Trade products
Public lectures on Fair
Trade practices
Lunch and Learn
discussions on Fair
Trade practices
All of the above
None
How important is it to
you that the
availability of Fair
Trade coffee at
campus locations be
expanded
Very important
Somewhat important
Not too important
Not important at all
Not Sure
No response
How important is it to
you that Fair Trade
coffee be made
available at catered
events on campus
Very important
Somewhat important
Not too important
Not important at all
Not Sure
No response
0%
7%
15%
9%
4%
2%
4%
3%
9%
7%
11%
10%
12%
9%
One or more
cups a day
5%
5%
A few cups
a week
8%
8%
11%
9%
A rare cup of coffee Total
or none at all
26%
40%
14%
9%
7%
4%
22%
36%
15%
9%
17%
2%
15%
28%
20%
14%
21%
2%
20%
33%
17%
11%
16%
2%
33%
28%
19%
9%
7%
4%
23%
37%
15%
14%
9%
2%
17%
28%
19%
16%
18%
2%
23%
31%
18%
14%
13%
2%
9