Comparing stated and realized preferences for shade‐grown vs. conventionally grown coffee

Klimas, Christie; Webb, Ellen

doi:10.1111/ijcs.12399

Cited by 11 publications

(12 citation statements)

References 108 publications

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“…This finding suggests an inverse demand function consistent with economic theory. Moreover, it is consistent with studies conducted for ecosystem services (Barrena et al 2014;Tadesse 2018), cultural heritage sites Navrud 2007, 2008) and demand for organic or sustainable food products (Klimas and Webb 2018).…”

Section: Determinants Of Consumers' Willingness To Purchasesupporting

confidence: 86%

Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines

et al. 2020

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For centuries, heirloom rice varieties have been grown on the terraces of the Cordillera Mountains of Luzon, Philippines, terroirs known for their significant historical, cultural, and aesthetic values. However, heritage heirloom rice farming is gradually being abandoned, mainly because of its lower productivity and the struggle of the sector to create a sustainable niche market for heirloom rice by branding its cultural, social, and nutritional values. We propose several demand-side intervention strategies for the valorization of heirloom rice. To support the development of a segmented marketing strategy for heritage farming, we provide evidence on urban consumers’ willingness to purchase heirloom rice. We interviewed 500 urban consumers from Metro Manila in July–August 2015, who placed a purchasing bid on a kilogram of heirloom rice. Consumers’ bids averaged PHP 72.61 kg−1 (USD 1.60 kg−1), which is less than half its current market price. This explains why heirloom rice struggles to gain market share in urban markets in the Philippines. Given this bid price, we estimate a potential market size of PHP 20.3 billion (USD 443 million) that could be created for heirloom rice and tapped into by heritage farmers. Findings further indicate that women, business owners, and consumers who buy packaged rice and eat pigmented rice are willing to pay more for heirloom rice. Finally, our evidence suggests that proper information framing will be necessary to create demand and support the valorization of heirloom rice to preserve cultural heritage and in situ biodiversity of rice landraces in the Philippines.

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Section: Determinants Of Consumers' Willingness To Purchasesupporting

confidence: 86%

Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines

et al. 2020

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“…Present and past research results suggest that aroma, price, and promotions are more important factors as compared to sustainability [85]. Only consumers with a strong attitude towards sustainability gave more importance to the sustainability claims over hedonic attributes and were willing to pay more for sustainably produced coffee [84,86,100].…”

Section: Discussionmentioning

confidence: 99%

Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

2019

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Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds.

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“…Given the environmental context of this study, we used eight items of Dunlap’s , Liere, Mertig, and Jones () New Ecological Paradigm (NEP) reflecting consumers’ environmental orientation, and assessed the degree to which the environmental orientation (i.e., NEP) was related to the eight dimensions of the ECOLSCALE. The rationale for using the NEP scale is that it has been extensively used in the context of studies looking at green marketing issues and eco‐labelling (e.g., Klimas & Webb, ; Mostafa, ). Additionally, the NEP scale has been found to be directly and indirectly related to a number of the dimensions of the proposed ECOLSCALE.…”

Section: Methodsmentioning

confidence: 99%

Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

Taufique

Polonsky

Vocino

et al. 2019

Int J Consumer Studies

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The use of “eco‐labels” by businesses, both as communication and positioning strategies, is increasing. For these eco‐labels to be effective, however, it requires consumers to understand and value what eco‐labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco‐labels. Most of these studies have focused on single dimensions of a complex phenomenon and in doing so they have ignored the multifaceted aspects of the construct, suggesting that a more integrated representation is warranted. The work herein undertakes four studies to empirically test and validate a multidimensional measure that can be used to assess how consumers psychometrically understand and perceive eco‐labelling. The four‐study process involves qualitative interviews to extend the issues identified within the literature, followed by two studies using principal component analysis, confirmatory factor analysis and structural equation modelling analysis, each using separate samples, to test the reliability and validity of the proposed eight‐dimensional 27‐item ECOLSCALE. Another study is then undertaken to assess the nomological validity of the scale regarding to consumers’ environmental orientation. The ECOLSCALE developed in this work can be used to assist marketers, policy makers and researchers to evaluate the impact of eco‐labelling schemes on consumers’ understanding of eco‐labels, thereby enabling consumers to make more environmentally informed decisions.

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Comparing stated and realized preferences for shade‐grown vs. conventionally grown coffee

Cited by 11 publications

References 108 publications

Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines

Preserving cultural heritage through the valorization of Cordillera heirloom rice in the Philippines

Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Measuring consumer understanding and perception of eco‐labelling: Item selection and scale validation

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