As one of the most traded commodities worldwide and a staple in most Westerner’s diets, coffee has long suffered from a controversial reputation on the basis of unsustainable practices pertaining to flora, fauna, and humans. The new specialty coffee movement, which also purports itself to be actively engaging with and promoting more pro-environmental values, and the interlinkage with its unique customer base are the focus of this research. This thesis seeks to analyze whether said consumers represent a niche of ethical consumerism, which would reflect back on the movement as whole as an advocate of the human rights tradition. Through the use of attitude surveys, it was found that there is a significant part of the consumer base considerably involved with sustainability issues. This, however, does not apply to all of the sample group.