Consumers typically have positive attitudes for products that are ethically made. These products may include promises of fair labor conditions, protection of the environment, and protection of human rights. All fair trade products must meet standards such as these. Despite positive attitudes toward ethical products including fair trade commodities, consumers often are not willing to pay the higher price associated with fair trade coffee. The attitude-behavior gap can help explain why ethical and fair trade products take up less than 1% of the market. Coffee consumers can say they would be willing to pay a higher premium for fair trade coffee, but most consumers are actually more concerned with the brand, label, and flavor of the coffee. However, socially conscious consumers with a commitment to buying fair trade products are more likely to pay the premium associated with fair trade coffee. Once enough consumers begin purchasing fair trade, companies are more likely to carry fair trade products. Safeway Inc. began carrying fair trade coffee after individual consumers dropped off postcards asking for it.