Fair Trade actors tend to strengthen their environmental criteria. The aim of this paper is to confront this tendency to the beliefs and expectations of consumers. To do this we use the results of a survey among French coffee consumers. We show that some well established criteria are little-known, as the banning of GMO and the restriction of the use of pesticides and chemical fertilizers. Another unexpected result show that the main beliefs of consumers are little integrated in actual fair trade criteria as promoting food crops and restricting monoculture. This situation represents a real challenge for fair trade.
