The competitiveness of fair trade and organic versus conventional coffee based on consumer panel data

Yinjin Lee and Alexis Bateman

Ecological Economics, 2021, vol. 184, issue C

Abstract: This paper analyzed the competitiveness of premium and regular Fair Trade and Organic (FTO) coffees relative to conventional coffee using consumer panel data. The coffees were categorized into four groups based on their certification labels and prices: Premium or Regular Conventional, and Premium or Regular FTO. Competitiveness was measured in terms of price sensitivity and substitution behavior in the entire market and in segments of core consumers who spent most of their coffee budgets on FTO coffees. We found that most consumers were more likely to substitute both FTO products for conventional products, and less likely to substitute out of conventional products. Even the core consumers of Premium FTO coffees, who had inelastic demand for that type of coffee, were more likely to switch to Regular Conventional coffees than to Regular FTO coffees, even though both alternatives were similarly low-priced. The results suggest that even core FTO market segments were not strongly committed to certified products. Companies making and selling certified products need to do more beyond matching prices and using sustainability certification labels to increase their market competitiveness and potential options are discussed in this paper.

Keywords: Fair Trade and organic (FTO) products; Consumer behavior; Demand price elasticity; Discrete choice model; Retailer and consumer panel data (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0921800921000446
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ecolec:v:184:y:2021:i:c:s0921800921000446

DOI: 10.1016/j.ecolecon.2021.106986

Access Statistics for this article

Ecological Economics is currently edited by C. J. Cleveland

More articles in Ecological Economics from Elsevier
Bibliographic data for series maintained by Catherine Liu ().