Do consumers prefer the environmental benefits of shade-grown coffee?

What is it about?

Consumers were willing to pay more for shade-grown coffee (coffee with environmental benefits associated with being grown under a forest canopy). This illustrates consumer environmental preferences.

Featured Image

Why is it important?

We found that consumers are willing to pay more for the environmental benefits associated with shade-grown coffee (coffee grown under a forest). This is important for biodiversity preservation and those who are interested in more environmentally-friendly production methods.