Consumer Willingness to Pay for Fair Trade Coffee: A Chinese Case Study

Shang-Ho Yang, Wuyang Hu, Malvern Mupandawana and Yun Liu

Journal of Agricultural and Applied Economics, 2012, vol. 44, issue 01, 14

Abstract: Coffee consumption in China has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in China with a specific focus on fair trade coffee. In a survey of 564 respondents in Wuhan City, consumers’ willingness to pay (WTP)for fair trade labeled coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTP. Results show that on average, consumers were willing to pay 22% more for a medium cup of fair trade coffee compared with traditional coffee. In addition, other variables that indicated a higher WTP included female consumers, consumers who made their own coffee, and consumers who planned to consume more coffee in the following year.

Keywords: Food Consumption/Nutrition/Food Safety; International Relations/Trade (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (44)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:joaaec:120449

DOI: 10.22004/ag.econ.120449

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