This study examines the willingness to pay for fair trade certified coffee at Union College. Prior research suggests that there is an attitude-behavior gap for ethically sourced products; people express support for products such as fair trade coffee, but are unwilling to pay the market prices. In this study, I use a two-part survey and experiment to explore the willingness to pay for fair trade coffee of Union College community members. I find that participants express support for fair trade coffee and state they are willing to pay more for fair trade coffee, but are not willing to pay more in a market setting. These results support previous research, and identify an attitude-behavior gap at Union College. While community members support fair trade, they are unwilling to pay more for fair trade certified coffee.