# Prof. Russell Winer discusses his research on consumers' willingness to pay more for socially responsible goods

1 Faculty News July 23, 2014 ![Associated Press logo](/sites/default/files/styles/246w/public/assets/images/con_031530.jpg?itok=uSjLQY9n)>

Excerpt from [Associated Press](http://bigstory.ap.org/article/fair-trade-brings-big-sales-and-clear-conscience) -- "While companies sell Fair Trade food, clothing and bedding products because they believe in being socially responsible, the goods can also be part of a marketing strategy, says [Russell Winer,](http://www.stern.nyu.edu/faculty/bio/russell-winer) a marketing professor at New York University's Stern School of Business. Sixty percent of shoppers are willing to pay the higher prices that Fair Trade items tend to have, according to a 2013 study he co-wrote."

[Read more](http://bigstory.ap.org/article/fair-trade-brings-big-sales-and-clear-conscience)

Additional coverage in [The Washington Post](http://www.washingtonpost.com/business/fair-trade-brings-big-sales-and-a-clear-conscience/2014/07/23/49aea676-1289-11e4-ac56-773e54a65906_story.html), [Fox Business](http://www.foxbusiness.com/markets/2014/07/23/small-businesses-selling-fair-trade-products-looking-to-make-money-while-doing/), [WNYT](http://wnyt.com/article/stories/S3426755.shtml?cat=653), [MSN](http://news.ca.msn.com/world/fair-trade-brings-big-sales-and-a-clear-conscience), [Metro](http://metronews.ca/news/world/1105926/fair-trade-brings-big-sales-and-a-clear-conscience/), and [Inc](http://www.inc.com/associated-press/fair-trade-new-business-opportunity.html).