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.
Buying behaviour is studied by means of a web‐based survey in a sample of 750 Belgian consumers, using conjoint analysis.
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 package, in addition to a label. Out‐of‐shop promotion of the label and the type of brand are of minor importance. The results are similar across different socio‐demographic groups.
Implications for governments, NGOs, and manufacturers and distributors of ethically labelled coffee (and possibly other ethical products) are offered.
The contribution of the study is that it measures the relative importance of factors that have previously been identified as relevant in a realistic multi‐attribute preference‐formation framework.
