Indonesian consumers’ awareness towards organic coffee

Abstract

Organic farming is growing. Consumers’ knowledge of environmental friendly products and consumer awareness of health have caused the market for agricultural products to start growing in Indonesia. Initially, agricultural products were in food crops and horticulture. However, the market growth has resulted in several agricultural products in the plantation sector, such as coffee, which have started the organic coffee certification process. This study aimed to analyse the factors influencing the awareness level of Indonesian consumers towards organic coffee. Respondents in this study assessed 766 samples. Respondents were s elected using accidental sampling technique. Furthermore, the respondent’s data were processed using structural equation model. The results showed that health factors, environmental factors and supporting factors for local farmers had a significant effect on the awareness of Indonesian consumers towards organic coffee. Although some of these factors influenced the awareness of consumers towards organic coffee, the awareness level of coffee consumers towards organic coffee was still relatively low, only 17.89% of respondents were able to show the right organic certification logo.

Consumer Willingness-to-Pay for Sustainable Coffee: Evidence from a Choice Experiment on Fairtrade and UTZ Certification

“…Many studies have stated that price is the most significant factor deterring consumers from purchasing sustainable products, particularly due to the price differential between sustainable and conventional products [4,[12][13][14], which makes the willingness to pay an important characteristic to be evaluated. Numerous studies have previously examined sustainable labels on food, uncovering variations in consumers' preferences and willingness to pay (WTP) based on the products, types of labels, and countries [4,8,12,[14][15][16][17][18][19][20]. While previous studies have assessed consumers' willingness to pay for sustainability labels on food using various methodologies, there is a lack of research applying the choice experiment approach to sustainability labels within the coffee sector in Spain.…”

Consumers’ preferences for North Sumatera specialty coffees

“…Cooperatives assist farmers in increasing their bargaining power and marketing opportunities [34]. Considering the understanding of consumers' preferences is fundamental to be able to identify the market, the study to determine consumers' preferences and marketing opportunities in the specialty coffees market is also crucial [35,36]. Starting from that, this study was done to uncover the consumers' preferences for North Sumatera specialty coffees and investigate the problems in marketing them.…”