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BT_MODAFFARISMAIL-2021.pdf
Bachelor thesis

The impact of sustainable trends on the Swiss Romande coffee market

    2021

93 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English Coffee farming has several social, environmental, and economic negative externalities. Labels try to reduce said externalities and make coffee farming sustainable. Switzerland is a heavy coffee-consuming market; however, they care about externalities their consumption generates. The purpose of this research is to study the sustainable coffee market in the Swiss Romande. Primary and secondary data were collected, developed, and analyzed to understand the coffee market in the Swiss Romande. The primary data was gathered using two different methods. The first method was the collection of coffee supply data in different stores in the Swiss Romande; as well as the type of coffee and characteristics being sold in this market. The second method was to run an online survey to understand the perception and habit of purchase of coffee by the Swiss Romande consumers. The data collection helped fulfill three objectives. First, to analyze all the variables that affect the purchase price of coffee in the Swiss Romande market. The analysis of these variables helped to define the effect sustainable labels have on coffee pricing. Second, to evaluate the perception and trust of the Swiss Romande consumers on sustainable coffee. Finally, to determine what are the demographic variables affecting knowledge and purchase behavior towards sustainable labels. The results indicate that the final coffee price is mainly affected by branding. Nevertheless, eco-friendliness makes the purchase price higher, unlike Fairtrade labels that do not affect coffee pricing. Additionally, consumers are more trusting toward Swiss-made labels, as they believe them to impact social, economic, and environmental issues. The analysis also defines demographic variables of the Swiss Romande coffee consumers who do not currently buy sustainable coffee; recommending how to target them, in the direction of a more sustainable consumption. The mentioned recommendations stipulate how eco-friendly coffee farming improves the taste of coffee, and how advertising this message can increase the sales of sustainable coffee. This recommendation aims at firms venturing, or currently competing, in the Swiss Romande market, by adapting their message to target the right consumers.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/319782
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