Priyambodo, Ayu Wulandari and Kholil, A. Yusuf WILLINGNESS TO PAY FAIR TRADE COFFEE IN MALANG EAST JAVA INDONESIA. Journal of Agri Socio Economics and Business (JASEB).
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Abstract
ABSTRACT Consumption of coffee in Indonesia has seen a significant rise in recent years. Malang is one city in Indonesia where produced coffee big volume. This research seeks to explore the determinants of coffee consumption in Malang with a specific focus on fair trade coffee. In a survey of 140 respondents in Malang City, consumers‟ willingness to pay (WTP) for fair trade labeled coffee was measured. This research uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTP. Results show that on average, consumers willing to pay were 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, producer who made their own coffee, and consumers whom planned to consume more coffee in the following year. . KEYWORDS Willingness to pay, coffee, fair trade who
| Item Type: | Article |
|---|---|
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science |
| Depositing User: | SP., M.Agr A. Yusuf Kholil |
| Date Deposited: | 04 Aug 2023 08:03 |
| Last Modified: | 04 Aug 2023 08:03 |
| URI: | http://repository.unitri.ac.id/id/eprint/3109 |
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