Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica
Abstract
:1. Introduction
2. Literature Review and Hypothesis
3. Material and Methods
3.1. The Sample and the Questionnaire
3.2. The Model
4. Results
5. Discussion
6. Conclusions, Limitations, and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
First Part: Consumer Identification | ||
A1 | Date | |
A2 | Name | |
A3 | Telephone or e mail (optional) | |
A4 | Activity sector | ( ) Public sector employee ( ) Self-employed ( ) Private sector employee ( ) Student ( ) Retired ( ) Other |
A5 | Profession | |
A6 | Gender | ( ) Male ( ) Female ( ) Other |
A7 | Age | |
A8 | Marital status | ( ) Alone ( ) Married ( ) In a domestic partnership ( ) Divorce ( ) Widow (er) |
A9 | How many people live in your home? | |
A10 | How many people contribute with income to your home? | |
A11 | Province | |
A12 | Canton | |
A13 | Are you a member of an environmental group or committee? | ( ) Yes, how many groups?_____ ( ) No |
A14 | Are you a member of any community group or committee? | ( ) Yes, how many groups?_____ ( ) No |
A15 | Could you tell me your highest educational level? | ( ) Incomplete primary ( ) Complete primary ( ) Incomplete secondary ( ) Complete secondary ( ) Incomplete technical education ( ) Complete technical education ( ) Incomplete university degree ( ) University Degree |
A16 | How many years of formal education do you have? Counting from your entry in preschool or school | |
A17 | Do you believe that global warming and climate change are real challenges that the humankind are facing? | ( ) Yes ( ) No |
A18 | Who should pay for the efforts made by companies to produce more environmentally friendly products under the best working conditions? | ( ) Consumers ( ) Companies themselves ( ) Both |
A19 | Individual monthly income | ( ) 50,000–150,000 colones ( )150,001–300,000 colones ( ) 300,001–600,000 colones ( ) 600,0001–1,000,0000 colones ( ) 1,000,0001–2,000,000 colones ( ) 2,000,0001–3,000,000 colones ( ) more than 3,000,0001 |
A20 | Household monthly income | ( ) 50,000–150,000 colones ( )150,001–300,000 colones ( ) 300,001–600,000 colones ( ) 600,0001–1,000,0000 colones ( ) 1,000,0001–2,000,000 colones ( ) 2,000,0001–3,000,000 colones ( ) more than 3,000,0001 |
Second Part: Knowledge about VECs | |
B1 | Do you know what an environmental or social certification is? ( ) Yes ( ) No (Go to question B3) |
B2 | Could you name some voluntary environmental certifications that companies can adopt in Costa Rica? Name those that you remember now |
B3 | Do you know the Carbon Neutral * certification? ( ) Yes ( ) No |
B4 | Could you name some companies or institutions that have Carbon Neutral * certification? Please, name them |
* In others subsamples we ask for Fairtrade and ISO14001. |
Third Part: Respondents’ Willingness to Pay for Coffee Certifications | |
NOTE | After explaining the characteristics of the corresponding certification used in the coffee sector, each respondent was asked the following question about one (and only one) of the certifications |
C1 | You are offered the possibility of buying a package of certified coffee at a higher price than a regular one. Coffee only differs because of the environmental certification, without having differences in terms of aroma, flavor, body, or any other characteristic. Would you be willing to pay more than 1250 colones for a package of 250 g of [FT, CN-certified coffee or a coffee produced by ISO 14001-certified companies]? ( ) Yes (Go to the next question) ( ) No (End of the survey) |
C2 | How much more than 1250 colones would you be willing to pay? ________________________________ |
Note: When the survey was conducted, 1250 colones were around U.S. $2.2. |
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Source | Location | Sample | Label | Variables | |||||
---|---|---|---|---|---|---|---|---|---|
I | A | G | E | M | S | ||||
Loureiro and Lotade [41] | Colorado, US | 284 | FT | + | - | + | + | + | |
SC | + | - | + | + | ns | ||||
Or | + | - | + | ns | ns | ||||
Rotaris and Danielis [45] | Italy | 135 | FT | - | + | + | |||
Yang et al. [46] | Wuhan, China | 564 | FT | ns | - | + | + | ||
Klimas and Webb [39] | Chicago, U.S. | 988 | SC | + | + | ||||
Maaya et al. [42] | Flanders, Belgium | 262 | FT, Or | ns | ns | + | + | ||
Liu et al. [40] | Taiwan | 568 | GC, Or | + | + | ns | + | ns | |
Birkenberg et al. [34] | Stuttgart, Germany | 80 | CN | + | - |
Variables | Expected Sign | |
---|---|---|
1st Level: Pay Y/N | 2nd Level: How Much | |
Income | + | + |
Age | - | - |
Gender (male) | - | - |
Education | + | + |
Environmental sensitivity | + | + |
Marital status (married) | + | + |
Place of residence | c.v | c.v |
Type of certification | c.v | c.v |
Costa Rica | Subsamples | Total Sample | |||||
---|---|---|---|---|---|---|---|
Inhabitants | % | CN | ISO 14001 | FT | Number | % | |
By gender | |||||||
Men | 1,638,577 | 49.8 | 205 | 204 | 218 | 627 | 52.6 |
Women | 1,651,888 | 50.2 | 182 | 217 | 165 | 564 | 47.4 |
By province | |||||||
San José | 1,114,779 | 33.9 | 132 | 130 | 130 | 392 | 32.9 |
Alajuela | 630,990 | 19.2 | 76 | 78 | 76 | 230 | 19.3 |
Cartago | 387,905 | 11.8 | 42 | 42 | 42 | 126 | 10.6 |
Heredia | 332,859 | 10.1 | 41 | 73 | 40 | 154 | 12.9 |
Guanacaste | 240,637 | 7.3 | 28 | 32 | 28 | 88 | 7.4 |
Puntarenas | 310,662 | 9.4 | 36 | 34 | 35 | 105 | 8.9 |
Limón | 272,633 | 8.3 | 32 | 32 | 32 | 96 | 8 |
TOTAL | 3,290,465 | 100.0 | 387 | 421 | 383 | 1191 | 100.0 |
Dependent Variables | Description | Mean | Std. Dev. |
---|---|---|---|
PWTP | 1 if the respondent is willing to pay for an environmental certification in coffee, 0 otherwise | 0.7439 | 0.4366 |
WTP | Marginal willingness to pay for a 250-g package of certified ground coffee (in US $) | 0.6533 | 0.8241 |
Independent variables | |||
I | Monthly household income quartile in colones (qi = 1 if the respondent is in quartile i, 0 otherwise) | ||
q1 | Less than 300,000 (around $528) | 0.1671 | 0.3732 |
q2 | Between 300,001 and 600,000 (around $529 and $1056) | 0.2569 | 0.4371 |
q3 | Between 600,001 and 2,000,000 (around $1057 and $3521) | 0.4593 | 0.4985 |
q4 | More than 2,000,001 (more than $3522) | 0.1167 | 0.3212 |
A | Age range of respondents (ai = 1 if the respondent is in the age range i, 0 otherwise) | ||
a1 | Between 18 and 30 years old | 0.5104 | 0.5001 |
a2 | Between 31 and 59 years old | 0.4274 | 0.4949 |
a3 | More than 60 years old | 0.0622 | 0.2415 |
G | Gender, 1 if the respondent is a man, 0 if the respondent is a woman | 0.5264 | 0.4995 |
E | Education, 1 for respondents with a university or technical degree. | 0.4030 | 0.4907 |
PR | Place of residence, 1 if the respondent lives in one of the central provinces, 0 if he/she lives in a coastal province | 0.7573 | 0.4289 |
PG | 1 if the consumer belongs to, at least, one environmentalist or community group, 0 otherwise | 0.1385 | 0.3456 |
M | Marital status, 1 if the consumer is married or in a domestic partnership, 0 otherwise | 0.3233 | 0.4679 |
TC | Type of certification (it is used only to differentiate the certification valued by each respondent) | ||
CNC | 1 for the subgroup of respondents asked about Carbon Neutral certification, 0 otherwise | 0.3249 | 0.4685 |
FTC | 1 for the subgroup asked about Fairtrade certification, 0 otherwise. | 0.3216 | 0.4673 |
ISO | 1 for the subgroup asked about ISO14001 certification, 0 otherwise | 0.3535 | 0.4782 |
Variables | Selection Model | Outcome Model | |
---|---|---|---|
I | q2 | 0.0485 | 0.2055 * |
q3 | 0.0875 * | 0.3559 *** | |
q4 | 0.1512 ** | 0.4933 *** | |
A | a2 | −0.0353 | −0.2205 ** |
a3 | −0.0076 | −0.2787 * | |
G | −0.0646 * | −0.1825 ** | |
E | 0.1070 *** | 0.2484 *** | |
PR | 0.0109 | 0.0543 | |
PG | 0.1054 ** | 0.1392 | |
M | −0.012 | −0.1209 | |
TC | ISO 14001 | 0.0084 | −0.0363 |
CNC | 0.1013 ** | 0.1549 * |
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Valenciano-Salazar, J.A.; André, F.J.; Soliño, M. Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica. Sustainability 2021, 13, 9360. https://doi.org/10.3390/su13169360
Valenciano-Salazar JA, André FJ, Soliño M. Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica. Sustainability. 2021; 13(16):9360. https://doi.org/10.3390/su13169360
Chicago/Turabian StyleValenciano-Salazar, Jorge A., Francisco J. André, and Mario Soliño. 2021. "Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica" Sustainability 13, no. 16: 9360. https://doi.org/10.3390/su13169360
APA StyleValenciano-Salazar, J. A., André, F. J., & Soliño, M. (2021). Paying for Sustainable Coffee in a Developing Country: Consumers’ Profile in Costa Rica. Sustainability, 13(16), 9360. https://doi.org/10.3390/su13169360