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Journal of Agricultural & Food Industrial Organization

Ed. by Azzam, Azzeddine

CiteScore 2018: 0.57

SCImago Journal Rank (SJR) 2018: 0.324
Source Normalized Impact per Paper (SNIP) 2018: 0.398

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Willingness to Pay for Fair Trade Coffee: A Conjoint Analysis Experiment with Italian Consumers

Lucia Rotaris / Romeo Danielis
Published Online: 2011-06-15 | DOI: https://doi.org/10.2202/1542-0485.1305

Coffee can be distributed via the conventional supply chain or via the alternative fair trade supply chain. The implications of this choice on the distribution of the value added among the actors of the chain are relevant. Fair trade coffee rewards relatively more the producers located in the developing countries. A survey applying stated preference data collection methods to Italian households has demonstrated that they are willing to pay a premium price for the certified fair trade coffee of about 2.2 euros for a 250 gram coffee packet. This premium price, however, can vary significantly according to age, gender, income, and purchasing habits of the consumers. The methodology used implemented state-of-the-art survey design techniques and advanced models specifications to capture preference heterogeneity.

Keywords: coffee; fair trade; discrete choice models; conjoint analysis; experimental design

About the article

Published Online: 2011-06-15

Citation Information: Journal of Agricultural & Food Industrial Organization, Volume 9, Issue 1, ISSN (Online) 1542-0485, DOI: https://doi.org/10.2202/1542-0485.1305.

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©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston.Get Permission

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