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Profile and preference of Ecuadorian consumers for quality attributes in coffee production.

Abstract:

More and more consumers put importance on the production methods, safety and origin of food products. Ethical issues, the impact on the environment and the origin of the products are receiving special interest among consumers in general. The coffee sector is no stranger to this trend. This study generates a profile of Ecuadorian consumers of roasted and ground coffee, analysing the effect on consumer preferences of different quality attributes associated with coffee production. A choice experiment was carried out with the participation of consumers from Quito, Guayaquil, Manta and Portoviejo. The experiment consisted of 16 simulation cards, each including two hypothetical products (A and B). The attributes used for the construction of the profiles were:(i) high mountain provenance,(ii) Fair Trade certification,(iii) Rainforest labelling,(iv) organic production,(v) origin (Manabi, Loja and Colombia), and (vi) price. The results suggest that Fair Trade, Rainforest, and organic certification exert a positive and significant effect on consumers' utility. Origin and high mountain provenance have no significant effects on utility. Therefore, quality certification can be an important tool for differentiation in coffee production.