This study examines consumers??ethics concerns on their product choices in the context of coffee in China. Using an in-person survey, an interval regression technique was used to elicit willingness to pay. Respondents were randomly assigned to one of three different information scenarios including product ethics: basic definition, impact on sustainability and the environment, and information including both environmental and social implications. Results indicated that information played an important role in determining what types of consumers were responsive to ethical production. Furthermore, the amount of information provided and consumer willingness to pay did not follow a linear relationship.