Caroline Mielants

Consumer preferences for the marketing of ethically labelled coffee

Purpose – This study aims to assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and branding.Design/methodology/approach – Buying behaviour is studied by means of a web‐based survey in a sample of 750 Belgian consumers, using conjoint analysis.Findings – Consumers attach greatest importance to the distribution strategy of ethically labelled coffee, followed by the type of ethical label, and the issuer of the label. Ethically labelled coffee should be available in ordinary supermarkets and be presented along with non‐ethical coffee brands. Fair trade labelled coffee is by far the most preferred over eco‐ and bio‐labels. European government labels, or labels issued by non‐governmental organizations, are preferred over national (Belgian) government endorsed labels. Consumers prefer extra information on the ...

CONSUMER VALUES AND FAIR-TRADE BELIEFS, ATTITUDES AND BUYING BEHAVIOUR

In a survey of 615 Belgians, the knowledge, beliefs, attitudes and buying behaviour of consumers with respect to fair-trade issues was studied and related to their value system. Four value-related categories of consumers were identified:value-conscious consumers, ascetic idealists, hedonic self-seekers, andvalue sceptics.Theascetic idealists, and to a lesser extent thevalue-conscious consumers, have a more positive attitude to fair trade in general, fair-trade shops, and fair-trade products. These individuals buy fair-trade products more often and spend more money on fair-trade products; they are more likely to favour the implementation of measures to promote the fair-trade principle.Hedonic self-seekers have the least positive attitude and behaviour with respect to fair trade.All value groups have a negative perception of the quality and quantity of fair-trade information, and of the price level of fair-trade products. The managerial implications of these findings are discussed.