In order to express their preferences for a given type of coffee, respondents were asked about their willingness to pay of the eight coffee profiles, in comparison with a price of €1.87 for the reference profile. Since the orthogonal design was representative for all combinations of attribute levels, the four profiles with a label only differed from the four profiles without a label in terms of the label itself. Therefore, we could determine the willingness to pay for a fair-trade label as the difference between the average price of the coffee profiles with a label and the coffee profiles without a label (i.e., the price premium of fair-trade coffee). In 4Table 4, we show some benchmark indicators for the willingness to pay for the total sample and the four identified clusters: the average willingness to pay and the share of the respondents who were willing to pay a price premium of at least 10% and at least 27%. The latter figure represented the actual price premium of fair-trade coffee based on all types of coffee available on the market in Belgium
In order to express their preferences for a given type of coffee, respondents were asked about their willingness to pay of the eight coffee profiles, in comparison with a price of €1.87 for the reference profile. Since the orthogonal design was representative for all combinations of attribute levels, the four profiles with a label only differed from the four profiles without a label in terms of the label itself. Therefore, we could determine the willingness to pay for a fair-trade label as the difference between the average price of the coffee profiles with a label and the coffee profiles without a label (i.e., the price premium of fair-trade coffee). In 4Table 4, we show some benchmark indicators for the willingness to pay for the total sample and the four identified clusters: the average willingness to pay and the share of the respondents who were willing to pay a price premium of at least 10% and at least 27%. The latter figure represented the actual price premium of fair-trade coffee based on all types of coffee available on the market in Belgium
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