Coffee Roasters’ Sustainable Sourcing Decisions and Use of the Direct Trade Label

Gerard, Andrew; López, María Claudia; McCright, Aaron M.

doi:10.3390/su11195437

Cited by 7 publications

(6 citation statements)

References 41 publications

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“…Another characteristic of this standard is that there is no third-party verifying the production process; therefore, there are no specified rules that farmers need to comply with (Hernandez Aguilera et al, 2018). Research on this label has focused on analyzing quality practices (Holland et al, 2015), opportunities and constraints (Borrella et al, 2015), governance and regulations (MacGregor et al, 2017), and motivations to source directly (Gerard et al, 2019). Hindsley et al (2020), using CEs, examined consumers' preferences for three attributes of directly traded coffee.…”

Section: Direct Tradementioning

confidence: 99%

Consumers' preferences and willingness to pay for coffee sustainability labels

Fuller

Grebitus

2023

Agribusiness

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Consumers are displaying an increasing awareness for the social and environmental impact of coffee production, and this is also reflected in their willingness to pay for sustainably produced coffee. For example, the Direct Trade label, which highlights a direct relationship between roasters and farmers, has gained popularity to strengthen the industry's efforts to make coffee production more sustainable. This leads to the question of whether consumers prefer coffee carrying this label. Hence, this research analyzes consumer preferences and willingness to pay for coffee labels representing sustainability efforts, such as the Direct Trade label. We informed participants about the efforts reflected by each sustainability label and utilized a hypothetical online choice experiment to determine US consumers' preferences and willingness to pay for coffee sustainability labels. The highest willingness to pay was found for coffee carrying both the Fair Trade and Organic labels, and the Direct Trade and Organic labels. The key findings of this study demonstrate that consumers are willing to pay more for sustainability labels that communicate efforts on solving social issues, followed by labels that highlight environmental issues. [EconLit Citation: C9].

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Section: Direct Tradementioning

confidence: 99%

Consumers' preferences and willingness to pay for coffee sustainability labels

Fuller

Grebitus

2023

Agribusiness

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“…They create flavor profiles linked to the origin of the coffee, which are accompanied by detailed information and stories about the farmers and the terroir (Sanz-Uribe et al, 2017). Additionally, in their websites and packaging, companies present a plethora of images of the terroir and the people that take part in the production (Yeretzian et al, 2017;Gerard et al, 2019). Nevertheless, the outcome of many of the abovementioned efforts is unclear.…”

Section: Introductionmentioning

confidence: 99%

Perspectives on Multisensory Human-Food Interaction

2022

Frontiers Research Topics

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Frontiers is more than just an open-access publisher of scholarly articles: it is a pioneering approach to the world of academia, radically improving the way scholarly research is managed. The grand vision of Frontiers is a world where all people have an equal opportunity to seek, share and generate knowledge. Frontiers provides immediate and permanent online open access to all its publications, but this alone is not enough to realize our grand goals. Frontiers Journal SeriesThe Frontiers Journal Series is a multi-tier and interdisciplinary set of open-access, online journals, promising a paradigm shift from the current review, selection and dissemination processes in academic publishing. All Frontiers journals are driven by researchers for researchers; therefore, they constitute a service to the scholarly community. At the same time, the Frontiers Journal Series operates on a revolutionary invention, the tiered publishing system, initially addressing specific communities of scholars, and gradually climbing up to broader public understanding, thus serving the interests of the lay society, too. Dedication to QualityEach Frontiers article is a landmark of the highest quality, thanks to genuinely collaborative interactions between authors and review editors, who include some of the world's best academicians. Research must be certified by peers before entering a stream of knowledge that may eventually reach the public -and shape society; therefore, Frontiers only applies the most rigorous and unbiased reviews. Frontiers revolutionizes research publishing by freely delivering the most outstanding research, evaluated with no bias from both the academic and social point of view. By applying the most advanced information technologies, Frontiers is catapulting scholarly publishing into a new generation.

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“…They create flavor profiles linked to the origin of the coffee, which are accompanied by detailed information and stories about the farmers and the terroir (Sanz-Uribe et al, 2017 ). Additionally, in their websites and packaging, companies present a plethora of images of the terroir and the people that take part in the production (Yeretzian et al, 2017 ; Gerard et al, 2019 ). Nevertheless, the outcome of many of the above-mentioned efforts is unclear.…”

Section: Introductionmentioning

confidence: 99%

Virtual Terroir and the Premium Coffee Experience

2021

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With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

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Coffee Roasters’ Sustainable Sourcing Decisions and Use of the Direct Trade Label

Cited by 7 publications

References 41 publications

Consumers' preferences and willingness to pay for coffee sustainability labels

Consumers' preferences and willingness to pay for coffee sustainability labels

Perspectives on Multisensory Human-Food Interaction

Virtual Terroir and the Premium Coffee Experience

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