KRAV- och Fairtrade-certifierat kaffe : En studie om konsumenters attityd till och köpbeslut gällande ekologiskt och etiskt kaffe

Sammanfattning: Purpose: The purpose of this study is to investigate whether there is a correlation between attitude andbuying decisions of consumers regarding certified coffee. The study will examine whether marketsurveys measuring consumer’s attitudes, is a good method for predicting a purchasing decisionsregarding certified coffee. Method: To study consumer attitudes towards certified coffee, we have implemented a web-basedsurvey at Facebook. A total of 108 responses were recorded. To complement the Facebook study wehave conducted three surveys on persons who are customers at ICA. Respondents here consists of customers who traded at an ICA store in Stockholm on three different occasions and times. In order tostudy consumers' actual buying decisions are also sales on Fairtrade and KRAV-certified coffeecollected. Theory: The study is based on the two theories "The Theory of Planned Behaviour" and "TheDecision-Making Process," which describe consumers' attitudes and purchasing behavior to a product. Conclusions: The study’s results show that one can discern a pattern among the four sub-studiesregarding respondents' attitudes and purchase decisions of certified coffee. Results of this study showthat the respondents on average have a neutral attitude to certified coffee. Women have a more positive attitude to certified coffee than men. Students and workers' attitude to certified coffee is not different.There is a correlation between respondents' attitude to the stated purchase decision regarding certified coffee. The stated purchase decision is the buying decision that the respondents have stated in the questionnaire surveys. An analysis of the sales of Fair Trade and KRAV however, we can see that thereis a paradox between consumer attitudes and the actual buying decision when it comes to certified coffee. Approximately 36 percent of respondents have a positive attitude to certified coffee while Fairtrade and KRAV-certified coffee have a sales share of about 10 percent of the total coffee market in the Swedish grocery trade in 2011. The study concludes that there is a relationship between consumers' attitude to and the actual purchase decision regarding certified coffee. Market surveys which measure consumers' attitude is not a reliable method for predicting consumers' purchasing decisions regarding certified coffee.