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Open AccessArticle

Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan

1
Department of International Business, Chang Jung Christian University, No. 1, Changda Rd., Gueiren District, Tainan City 71101, Taiwan
2
Department of Applied Economics, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 40227, Taiwan
3
Department of Health Diet and Industry Management, Chung Shan Medical University, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
4
Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(5), 1297; https://doi.org/10.3390/su11051297
Received: 8 December 2018 / Revised: 28 January 2019 / Accepted: 24 February 2019 / Published: 1 March 2019
(This article belongs to the Special Issue Marketing of Sustainable Food and Drink)
Sustainability certification labels have become an important tool for aiding consumers in evaluating food safety, health concerns, and environmental friendliness. Few studies have explored the attributes of consumers’ environmental consciousnesses from the perspective of environmental concerns; hence, we focus on that lack. Our study contributes to the need to better understand consumer attention to sustainability information when making coffee certification attribute choices. We aimed to explore the importance that consumers attach to coffee certification attributes paid to these attributes while choosing and to willingness to pay (WTP). There were 650 questionnaires completed by those who had purchased coffee beans habitually in Taiwan; after factoring out the invalid questionnaires (i.e., those with omitted answers, incomplete answers, or those in which answers to all the questions received the same scale points were all deemed as invalid and removed), 568 valid ones were collected with a recovery rate of 87.4%. The results indicate that the respondents’ WTP attributes ranked from highest to lowest are traceability, organic, graded, environmentally friendly, and fair-trade certifications. This study provides insights into how consumers’ preferences relate to selection of coffee certification attributes. View Full-Text
Keywords: environmental friendliness; choice experiment; sustainability labels environmental friendliness; choice experiment; sustainability labels
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MDPI and ACS Style

Liu, C.-C.; Chen, C.-W.; Chen, H.-S. Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan. Sustainability 2019, 11, 1297. https://doi.org/10.3390/su11051297

AMA Style

Liu C-C, Chen C-W, Chen H-S. Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan. Sustainability. 2019; 11(5):1297. https://doi.org/10.3390/su11051297

Chicago/Turabian Style

Liu, Chun-Chu; Chen, Chu-Wei; Chen, Han-Shen. 2019. "Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan" Sustainability 11, no. 5: 1297. https://doi.org/10.3390/su11051297

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