Multiple Certifications and Consumer Purchase Decisions : A Case Study of Willingness to Pay for Coffee in Germany

Titre Multiple Certifications and Consumer Purchase Decisions : A Case Study of Willingness to Pay for Coffee in Germany
Titre traduit Certifications multiples et décisions d'achat des consommateurs : Étude de cas du consentement à payer le café en Allemagne
Lien hypertexte Site de publications.dyson.cornell.edu
Date 2016/12
Pagination ou Durée d'écoute 21 p.
Notes Cornell University, Ithaca, New York (USA), Charles H. Dyson School of Applied Economics and Management - Working Paper
Résumé Abstract: "This study contributes to the literature on consumers’ willingness to pay (WTP) for certified coffee with the main objective of trying to understand consumer choices in the presence of (i) multiple labels and (ii) multiple certifications within each label type. The multiple labels we consider are Fair Trade, Wild Grown and Organic coffee while multiple certifications within each of these three main labels include permutations such as Fair Trade + Organic and Organic + Wild Grown. We find that consumers’ WTP for the Organic label has the highest mean value but also the highest dispersion of any of the WTP distributions. The distribution of WTP for the Fair Trade label, while somewhat lower than Organic, has a much tighter distribution about around its mean. Comparing the shape of the distributed WTP for Organic versus Fair Trade may provide some evidence for the degree of consumer confidence or knowledge about what the respective labels purport to deliver. Consistent with the above results, we find that consumers are unlikely to choose Wild Grown coffee and are not willing to pay a price premium for this label."

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