This study explores the awareness of Bird Friendly© Coffee (BFC) as well as the relationship between different benefits of BFC (aid to farmers, birds/environment, personal health) and purchasing attitudes towards BFC products among UBC students. More specifically, we wanted to explore if highlighting different benefits of BFC will increase students' willingness to purchase the product. We distributed a self-reporting survey to UBC students and asked if they were familiar with the BFC logos

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... . We also provided specific information on each benefit of BFC before asking them how willing they were to purchase the products. Due to the lack of demand for BFC, we hypothesized that most UBC students (more than 50%) are unaware of BFC. Knowing that people prioritize self-benefit messages over non-self-benefit messages, we also hypothesized that the highest increase in willingness to purchase BFC would occur when highlighting the personal health benefits associated with it (compared to farmers and nature). Results show that 92.68% of UBC students were unaware of BFC prior to the study. Willingness to purchase BFC did not significantly differ between different BFC benefit conditions. However, there was a significant difference in purchase willingness between coffee drinkers and non-coffee drinkers. Disclaimer: "UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report."