Consumers' preference for the origin and quality attributes associated with production of specialty coffees: Results from a cross-cultural study

- Fair Trade label is the most valued by consumers in both countries.
- The coffee with origin from Colombia has a greater effect on consumers.
- Rainforest Alliance label was the least valued by Spanish consumers.
- The gourmet coffee affects positively consumers' utilities.

Specialty coffee is one of high quality coffees which have grown faster these past years. As a possible consequence of this fast growth, it is still difficult to understand the dynamic of this coffee segment with respect to its different definitions, market trends and its impact on producers' and consumers' decisions. As a main objective of this work, Spanish and Colombian consumers' preferences toward the origin and some specialty coffee attributes such as: Fair Trade, sustainable, organic, and gourmet were studied. It was used a choice experiment method as a quantitative technique to carry out this study. It has been found that Spanish and Colombian consumers are ethical consumers; they highly value Fair Trade coffee. However, Spanish consumers prefer organic coffee than Rainforest certified coffee in comparison with Colombian consumers. In both countries, the consumer preference for Colombian origin coffee was recorded.