Certifications for coffee cultivation: Characterizing personal values of producers and consumers

2020 
Abstract Coffee markets have gone through major transformations in the last two decades. Deregulation in most producing countries led to an increase of product competition and differentiation. Beyond structural changes, new consumption patterns have emerged, attributing more importance not only to the intrinsic quality of coffee but also to symbolic attributes linked to personal values. This chapter presents research that evaluates coffee producers and consumer’s personal values regarding existing sustainable coffee certifications under the means-end approach. Coffee producers in a fair trade association located in the state of Minas Gerais were interviewed, and the consumers were selected from specialized coffee shops in Sao Paulo.
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