The purpose of this thesis was to measure consumers’ willingness to pay for ecologically and fair grown coffee and to show the underlying factors for an ecological and fair choice. Applied theories are neoclassical demand theory and the theory of random effects. All data for this thesis was collected by a choice experiment executed on 100 respondents, the data was then worked with in an econometric model. The results from this study show that the average consumer do have a willingness to pay for certified ecological and fair coffee, hence, that there seems to exist a clear market for ecological and fair grown coffee. The underlying factors for an environmental and fair choice are the price of the coffee, how much coffee the individual consumes daily and whether the consumer enjoys a membership in any non-profit organizations.