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Willingness to Pay for Fair Trade Coffee: A Conjoint Analysis Experiment with Italian Consumers

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  • Rotaris Lucia
  • Danielis Romeo

Abstract

Coffee can be distributed via the conventional supply chain or via the alternative fair trade supply chain. The implications of this choice on the distribution of the value added among the actors of the chain are relevant. Fair trade coffee rewards relatively more the producers located in the developing countries. A survey applying stated preference data collection methods to Italian households has demonstrated that they are willing to pay a premium price for the certified fair trade coffee of about 2.2 euros for a 250 gram coffee packet. This premium price, however, can vary significantly according to age, gender, income, and purchasing habits of the consumers. The methodology used implemented state-of-the-art survey design techniques and advanced models specifications to capture preference heterogeneity.

Suggested Citation

  • Rotaris Lucia & Danielis Romeo, 2011. "Willingness to Pay for Fair Trade Coffee: A Conjoint Analysis Experiment with Italian Consumers," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 9(1), pages 1-22, June.
    • Handle: RePEc:bpj:bjafio:v:9:y:2011:i:1:n:6
    DOI: 10.2202/1542-0485.1305
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    Cited by:

    1. Veronika A. Andorfer & Ulf Liebe, 2014. "Do Information, Price, or Morals Influence Ethical Consumption? A Natural Field Experiment and Customer Survey on the Purchase of Fair Trade Coffee," University of Bern Social Sciences Working Papers 6, University of Bern, Department of Social Sciences.
    2. Gianni Betti & Daniela Evangelista & Francesca Gagliardi & Emanuele Giordano & Angelo Riccaboni, 2024. "Towards Integrating Information Systems of Statistical Indicators on Traceability, Quality and Safety of Italian Agrifood Systems for Citizens, Institutions and Policy-Makers," Sustainability, MDPI, vol. 16(15), pages 1-26, July.
    3. Takahashi, Ryo, 2021. "How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment in Japan to promote eco-friendly coffee," Ecological Economics, Elsevier, vol. 186(C).
    4. Durham Catherine A. & Roheim Cathy A. & Pardoe Iain, 2012. "Picking Apples: Can Multi-Attribute Ecolabels Compete?," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 10(1), pages 1-28, October.
    5. Jong-Wen Wann & Chia-Yung Kao & Yu-Chen Yang, 2018. "Consumer Preferences of Locally Grown Specialty Crop: The Case of Taiwan Coffee," Sustainability, MDPI, vol. 10(7), pages 1-13, July.
    6. Jeff Luckstead & Heather A. Snell & Lawton Lanier Nalley & Rodolfo M. Nayga & Joshua Sarpaning, 2022. "A multi‐country study on consumers' valuation for child‐labor‐free chocolate: Implications for child labor in cocoa production," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(2), pages 1021-1048, June.
    7. Man-, ZuyiKeunZuyi Wang & Takagi, Chifumi & Kim, Man-Keun & Chung, Anh, 2022. "Uncover Drivers Influencing Consumers' WTP Using Machine Learning: Case of Organic Coffee in Taiwan," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322150, Agricultural and Applied Economics Association.
    8. Sittidaj Pongkijvorasin & Steven R. McGreevy, 2021. "Loving local beans? The challenge of valorizing local food in the Thai highlands," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(12), pages 17305-17328, December.
    9. Grzegorz Maciejewski & Sylwia Mokrysz & Łukasz Wróblewski, 2019. "Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market," Sustainability, MDPI, vol. 11(3), pages 1-20, January.
    10. Jorge A. Valenciano-Salazar & Francisco J. André & Mario Soliño, 2021. "Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica," Sustainability, MDPI, vol. 13(16), pages 1-15, August.
    11. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    12. Volker Lingnau & Florian Fuchs & Florian Beham, 2019. "The impact of sustainability in coffee production on consumers’ willingness to pay–new evidence from the field of ethical consumption," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 30(1), pages 65-93, April.
    13. Leslie J. Verteramo Chiu & Jura Liaukonyte & Miguel I. Gómez & Harry M. Kaiser, 2017. "Socially responsible products: what motivates consumers to pay a premium?," Applied Economics, Taylor & Francis Journals, vol. 49(19), pages 1833-1846, April.
    14. Ismail Tamer Toklu, 2017. "Consumer Preferences for the Attributes of Sunflower Oil: An Exploratory Study with Conjoint Analysis," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(1), pages 39-60, January.
    15. Hannes Koppel & Günther Schulze, 2013. "The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products—Evidence from a Natural Field Experiment," Journal of Consumer Policy, Springer, vol. 36(4), pages 369-387, December.
    16. Leonard Maaya & Michel Meulders & Nick Surmont & Martina Vandebroek, 2018. "Effect of Environmental and Altruistic Attitudes on Willingness-to-Pay for Organic and Fair Trade Coffee in Flanders," Sustainability, MDPI, vol. 10(12), pages 1-21, November.
    17. Li, Xi-Le & Saghaian, Sayed, 2014. "The Presence Of Market Power In The Coffee Market: The Case Of Colombian Milds," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170348, Agricultural and Applied Economics Association.
    18. Ryo Takahashi, 2019. "How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment to promote eco-friendly coffee," Working Papers 1917, Waseda University, Faculty of Political Science and Economics.
    19. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
    20. Katherine Fuller & Carola Grebitus & Troy G. Schmitz, 2022. "The effects of values and information on the willingness to pay for sustainability credence attributes for coffee," Agricultural Economics, International Association of Agricultural Economists, vol. 53(5), pages 775-791, September.
    21. Nesrine Merbah & Sonia Benito-Hernández, 2024. "Consumer Willingness-to-Pay for Sustainable Coffee: Evidence from a Choice Experiment on Fairtrade and UTZ Certification," Sustainability, MDPI, vol. 16(8), pages 1-12, April.

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