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Are consumers willing to pay the sustainability premium? A look at chocolate and coffee [FREE executive summary for registered users]

Boštjan Makarovič

06.11.2013

Have you ever wondered if it pays to source cocoa and coffee in a sustainable way?

The results of a contingent valuation consumer survey, conducted by Aphaia within the scope of a London School of Economics and Political Science (LSE) research project, suggest that consumers are indeed willing to pay more for chocolate and coffee that is sustainable.

Based on a representative sample of London consumers, we have found that on average a total premium of around 30% would be offered by those consumers who do not believe the coffee or chocolate product they regularly buy is definitely sustainably sourced.

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