Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, 2023

Coffee consumption in the Philippines has been on an increasing trend in recent years. Also, concern on sustainability grown products such as organic products is emerging globally. This study aimed to analyze the consumer preference for organic coffee in Davao City. The study was conducted from March to May 2015 in Davao City. A total of 305 respondents participated in the survey. Data were collected through face-to-face interviews and online surveys using a structured questionnaire. Convenience sampling was the sampling method used in the study. Conjoint analysis was employed to determine coffee attributes that influence consumer preference for organic coffee. Consumers regarded roasting type as the most important attribute (46.6%), followed by origin (15.43%), and label (17.97%). Consumers also showed high utilities for locally grown coffee (.931, p-value .000), medium roast (.308, p-value .000), and with certified organic label (.273, p-value .000). moreover, binary logistic regression was used to determine factors influencing preference for organic coffee. Results showed that age, educational attainment, organic coffee awareness, supermarket as retail outlets choice for ground coffee and whole coffee beans, past purchase of organic coffee, awareness on single-origin, and influence of peers are the determinants of consumer preference for organic coffee. In addition, awareness and accessibility on organic coffee were the key policy indicators for establishing an organic coffee market in Davao City. This study suggests that there is a potential market for organic coffee in Davao City