What business drivers do think Starbucks is trying to capitalize on with its continued investment in fair trade coffee, given the customer base is not really materializing, or is this extra investment just irrational?

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Since facing the Global Exchange campaign, Starbucks has increased its investments in fair trade coffee; for example it has collaborated with Oxfam America, CEPCO, and the Ford Foundation to make advancements in fair trade coffee. Given that world demand for fair-trade coffee is stagnant, is this a strategically sound decision? What business drivers do think Starbucks is trying to capitalize on with its continued investment in fair trade coffee, given the customer base is not really materializing, or is this extra investment just irrational?

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