- The document discusses Starbucks' fair trade coffee campaign and the results of a survey evaluating customer awareness of and attitudes towards the campaign. - The survey found high awareness but low understanding of how fair trade helps farmers. It also found that most customers perceive the campaign as improving Starbucks' image as a socially responsible brand. - However, the survey results also showed that few customers report actually purchasing fair trade coffee on a regular basis despite supporting the goals of fair trade.