Fair Trade is one of the leading systems of the Corporate Social Responsibility and a price stabilization mechanism for producers in developing countries. It is being practiced by more and more Czech importers and manufactures of the tropical agricultural commodities. Coff ee represents the highest market share. However, a higher fi nal retail price functions as a strong inhibitor of the dynamic market growth. Th e article uses the linear static model applied to various consumer-perceived factors infl uencing the retail price of the conventional, organic and Fair Trade coff ee available in the Czech Republic. Th e quantitative research is supported by the questionnaire for the analysis of the attitude of regular Fair Trade buyers towards the perceived quality and price expectations of the Fair Trade coff ee. Even after the stratifi cation of the coff ee market into low and high market products and brands, the Fair Trade quality shows a very strong infl uence on the fi nal retail price. Th e effi ciency of Fair Trade expressed in terms of the ratio of the price premium paid by the consumer and the price premium received by the producer is in the current stage of the Fair Trade market questionable.
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