Environmental vs. labor issues: evidence of influence on intention to purchase ethical coffee in Japan

Abstract Two main issues in ethical consumption attract attention: environmental and labor issues. However, few studies have compared the conditions and effects that contribute to ethical purchasing behavior. To fill this gap, we conducted two studies targeting the Japanese food industry. In Study 1, we examined consumers who are accustomed to ethical consumption and clarified the product characteristics valued by consumers with high awareness of ethical issues. In Study 2, we conducted a randomized controlled trial to examine the effects of product concepts of environmental and labor issues on coffee purchase intentions. Study 1 confirmed that environmental and labor issues are emphasized for coffee, whereas recycling is emphasized for tea. This difference is due to the difference in production countries (coffee: developing countries, tea: Japan) and packaging materials (coffee: paper cups, tea: PET bottles). Study 2 showed that labor issues had a greater impact on purchase intention and willingness to pay than that of environmental issues owing to the adoption of producers’ photographs. This study complemented existing literature by comparing the conditions and effects of environmental and labor issues on ethical purchasing behavior. Considering the limited resources of companies and limited ability of consumers to process information, understanding predictive factors is extremely crucial.