Pro-environmental behavior in Costa Rica: a case study on price premiums for coffee certification

Abstract

This study examines the willingness to pay (WTP) of Costa Rican consumers for certified coffee. Two marketed coffee ecolabels (Fairtrade and Carbon Neutral) are considered, as well as non-marketed environmental certification (ISO 14001) to allow for comparison. A discrete choice experiment reveals that consumers are willing to pay a significant price premium for any of these three certifications. In a context where ensure equitable and sustainable conditions in the production of agricultural goods and taking action to combat climate change by reducing greenhouse gases is imperative, our results show that certified coffee, particularly fair trade and carbon neutral coffee, receive price premiums from Costa Rican consumers. Thus, eco-labels can serve as a means of promoting more sustainable practices within the coffee value chain.Este estudo examina a disposición para pagar (DAP) dos consumidores costarriqueños polo café certificado. Considéranse dúas ecoetiquetas de café comercializadas (Fairtrade e Carbon Neutral), así como unha certificación medioambiental non comercializada (ISO 14001) para permitir a comparación. Un experimento de elección discreta revela que os consumidores están dispostos a pagar un sobreprezo significativo por calquera destas tres certificacións. Nun contexto no que é imperativo garantir condicións equitativas e sostibles na produción de bens agrícolas e tomar medidas para combater o cambio climático mediante a redución dos gases de efecto invernadoiro, os nosos resultados mostran que o café certificado, en particular o de comercio xusto e o neutro en carbono, recibe primas de prezo por parte dos consumidores costarriqueños. Así pois, as etiquetas ecolóxicas poden servir para promover prácticas máis sostibles dentro da cadea de valor do café.