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The main aims of this study are: (1) to test whether the theory of planned behavior (TPB) is useful to explain the intention to purchase specialty coffee, (2) to analyze whether people more involved in social responsibility could manifest a different response from those not so interested in this matter concerning specialty coffee. The sample is composed of 489 specialty coffee consumers from Brazil. The statistical tool for testing the measurement and structural model was partial least squares. Then a multigroup analysis was performed to meet the second objective, the software SmartPLS was utilized. The main contributions of this study are that we can explain the intention to use specialty coffee in a sample of Brazilian consumers using the classical TPB model. Moreover, we demonstrate the moderating effect of consumer perception of corporate social responsibility in this general model.

This study models the purchasing behavior of specialty coffee by 114 coffee shops across 15 cities in nine states in Mexico. Simple and multilevel mixed-effects logistic models are tested. Our models extend the framework used in prior research. We model the purchase of specialty coffee as a function of: (a) material attributes, (b) symbolic attributes, (c) coffee shop characteristics, (d) profile of the coffee shop’s owner, and (e) socio-economic variables of the cities where the coffee shops were located. Overall, our results are consistent with expectations developed from the coffee literature. That is, the likelihood of purchasing specialty coffee increases when: coffee’s aroma drives the purchase, coffee purchased is from the state of Oaxaca, the coffee shop has a value-added business model, the coffee shop is diversified selling both ground coffee and coffee drinks, the coffee shop owner’s knowledge on coffee supply chain activities is high, and the coffee shop is located in a city with a higher education index. In contrast, the likelihood of purchasing specialty coffee decreases when a coffee professional tastes the coffee before the purchase, when coffee shops are not given the opportunity to roast their own coffee, and in coffee shops located in larger cities. Overall, our research suggests that the specialty coffee niche in Mexico has some elements required for this segment to transition from a supply chain approach to a value-based supply chain approach. This might be particularly beneficial for smallholder coffee growers, who despite several constraints contribute to the sustainability of coffee supply chains.

This study proposed a classification model for 125 agricultural productive units (APUs) in Tolima, Colombia, to establish whether they are related to the quality of coffee produced. The model considered two aspects related to farmer profile and farm profile. The following proposed categories resulted from the coordinate obtained in relation to the two aspects: Low-Low, High-Low, Low-High, and High-High. The variables for each aspect were prioritized using the analysis hierarchical process (AHP). The coffee&rsquo, s quality, sensory profile by attribute, and specific descriptors for each category were determined employing the Specialty Coffee Association (SCA) protocol. The sensory attributes were analyzed by way of one-way analysis of variance (ANOVA), and the Bonferroni test was used to compare by category, both with a significance level of &alpha, = 0.05. The model grouped the APUs by category and cup quality, with the High-High category achieving the best scores in the sensory analysis. The variables with the greatest relative weight within the AHP model constituted farmer stance regarding the use of good agricultural practices (44.5%) and farmer attitude toward excellence (40.6%) in the farmer&rsquo, s profile. As part of the farm&rsquo, s profile, environmental commitment level (38.0%) and international certifications (29.1%) were the greatest relative weights. Coffee in the High-High category was characterized by its notes of cinnamon, cocoa, chocolate, and dried vegetables.

The role of retailers in the local coffee niche market is to add value with unique characteristics such as creativity, cultural identity, and innovation in order to differentiate their products. Producers/retailers can provide customized services for special products according to different consumer preferences and needs. They can gain the trust and loyalty of consumers in this way. This study aims to understand consumer assessments of the different attributes of local specialty coffee provided by coffee retailers in order to help them develop strategies for increased sales in the niche market. Regarding internal quality, atypically, as the empirical results of conjoint analysis has shown, Taiwanese consumers do not prefer the attributes of coffee such as extra aroma and strong acidic taste. Therefore, they are not willing to pay the premium for these attributes. With regards to external quality, consumers prefer the attributes of specialty caf&eacute, style and product featured packaging.

Ensuring sustainable consumption and production is one of the United Nations’ Sustainable Development Goals. Sustainable consumption can be supported through regulatory processes. Voluntary private regulatory schemes claiming to contribute to sustainability are a rapidly growing form of regulation. We study one such voluntary sustainability scheme in order to look at the opportunities and challenges this type of regulatory process poses using Abbot and Snidal’s regulatory standard-setting framework (2009). Specifically, we examine direct trade voluntary schemes in the coffee industry. To do this, we selected six leading direct trade firms in the US and Scandinavia, analyzed firms’ websites in 2015 and 2016 and conducted interviews with four of the firms. We found direct trade as a voluntary scheme was an attempt to market and codify good sourcing practices. US-based founding firms have distanced themselves from the term due to perceived co-optation, which we conceptualize as the failure of industry to self-regulate and argue was enabled by the re-negotiation of standards without the power to enforce or penalize misuse of the term. Firms reacted to co-optation by releasing data to consumers directly; we argue this puts too much responsibility on consumers to monitor and enforce standards. By contrast, Scandinavian firms maintained standards enforced through trademark nationally. Both US and Scandinavian contexts demonstrate a weakness of firm-led agenda-setting for sustainable development in that schemes may be optimized for a particular business concern—in this case quality—rather than to achieve sustainable development goals. This is problematic if schemes are marketed on contribution to the public good when incentives within the scheme are not aligned to produce an optimal result for the public good.

This paper addresses the understandings of quality recognized by diverse actors along the coffee chain with focus on specialty coffee producers. In the specialty coffee niche, the assessment of (physical) quality acts as a coordination device among chain actors that enables the identification of divergences on how quality is practiced. This paper aims to uncover how quality attributes (e.g., physical, symbolic) are understood (perceived) by value chain actors and are interwoven with quality conventions (e.g., market, green). Explorative interviews were carried out with Colombian producers located in selected coffee regions. A cupping exercise (tasting of coffee) was organized with producers. Afterwards, another informal cupping was done with roasters in Vienna, Austria. By coupling the concepts of quality attributes and conventions, the paper proposes a theoretical framework that connects quality attributes, conventions and the links to value addition (i.e., from parchment coffee to roasted coffee). Results show that the understandings of quality produce risky battles and ruptures among producers to follow certain conventions. The divergences, risky battles and ruptures in the understandings of quality acknowledged by producers are not only based on “roaster-driven” quality definitions penetrating the producers’ community, or the (individual) knowledge gained by producers, but also on the regulatory framework pursued by producers in a country with a strong coffee federation aiming to legitimize and safeguard the product’s reputation. To what extent is sound experimentation allowed, and direct exchange and interaction between producers, buyers and roasters desirable? Specialty coffee represents a differentiation alternative for small producers located in remote rural areas. Therefore, a transparent and inclusive dialogue between chain actors is required to reduce the divergences in the understandings of quality to balance the value appropriation along the chain.