An assessment of consumer preference for fair trade coffee in Toronto and Vancouver
In this article, the authors use conjoint analysis to elicit the views of coffee consumers on the attributes of Fair Trade coffee using data from the Greater Toronto Area and Vancouver collected through face-to-face interviews with consumers. The impact of socioeconomic and demographic factors on respondents' acceptance of Fair Trade coffee is evaluated using cluster analysis and multinomial logit models. The results suggest that, regardless of location, consumers place a strong premium on price and labeling claims. Three consumer segments are identified in each city; in Toronto, these segments are labeled Fair Trade-Focused, Price Conscious, and Balanced Buyers; for Vancouver these segments are labeled Organic and Fair Trade-Focused, Price Conscious, and Balanced Buyers. Although a broad spectrum of variables influences segment membership, no single variable explains membership in the same segment in each city. Such a result is rather telling; it suggests deeper constructs underlie segment membership, and presumably consumption behavior with respect to Fair Trade coffee. © 2010 Wiley Periodicals, Inc.
Volume (Year): 26 (2010)
Issue (Month): 2 ()
|Contact details of provider:|| Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297|
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Bradley D. Parrish & Valerie A. Luzadis & William R. Bentley, 2005. "What Tanzania's coffee farmers can teach the world: a performance-based look at the fair trade-free trade debate," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(3), pages 177-189.
- Teisl, Mario F. & Roe, Brian & Hicks, Robert L., 2002. "Can Eco-Labels Tune a Market? Evidence from Dolphin-Safe Labeling," Journal of Environmental Economics and Management, Elsevier, vol. 43(3), pages 339-359, May.
- Loureiro, Maria L. & McCluskey, Jill J. & Mittelhammer, Ronald C., 2001. "Assessing Consumer Preferences For Organic, Eco-Labeled, And Regular Apples," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(02), December.
- Browne, A. W. & Harris, P. J. C. & Hofny-Collins, A. H. & Pasiecznik, N. & Wallace, R. R., 2000. "Organic production and ethical trade: definition, practice and links," Food Policy, Elsevier, vol. 25(1), pages 69-89, February.
- John Wilkinson, 2007. "Fair Trade: Dynamic and Dilemmas of a Market Oriented Global Social Movement," Journal of Consumer Policy, Springer, vol. 30(3), pages 219-239, September.
- Baker, Gregory A. & Crosbie, Peter J., 1993. "Measuring Food Safety Preferences: Identifying Consumer Segments," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 18(02), December.
- Loureiro, Maria L. & Lotade, Justus, 2005. "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Elsevier, vol. 53(1), pages 129-138, April.
- Wuyang Hu & Michele M. Veeman & Wiktor L. Adamowicz, 2005. "Labelling Genetically Modified Food: Heterogeneous Consumer Preferences and the Value of Information," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 53(1), pages 83-102, 03.
- Chris Arnot & Peter Boxall & Sean Cash, 2006.
"Do ethical consumers care about price? A revealed preference analysis of fair trade coffee purchases,"
Natural Field Experiments
00221, The Field Experiments Website.
- Chris Arnot & Peter C. Boxall & Sean B. Cash, 2006. "Do Ethical Consumers Care About Price? A Revealed Preference Analysis of Fair Trade Coffee Purchases," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 555-565, December.
- Baker, Gregory A., 1999. "Consumer Preferences For Food Safety Attributes In Fresh Apples: Market Segments, Consumer Characteristics, And Marketing Opportunities," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 24(01), July.
- Bacon, Christopher, 2005. "Confronting the Coffee Crisis: Can Fair Trade, Organic, and Specialty Coffees Reduce Small-Scale Farmer Vulnerability in Northern Nicaragua?," World Development, Elsevier, vol. 33(3), pages 497-511, March.
- Laura T. Raynolds & Douglas Murray & Peter Leigh Taylor, 2004. "Fair trade coffee: building producer capacity via global networks," Journal of International Development, John Wiley & Sons, Ltd., vol. 16(8), pages 1109-1121.
- Baker, Gregory A. & Burnham, Thomas A., 2001. "Consumer Response To Genetically Modified Foods: Market Segment Analysis And Implications For Producers And Policy Makers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 26(02), December.
When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:26:y:2010:i:2:p:307-325. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing)or (Christopher F. Baum)
If references are entirely missing, you can add them using this form.