Consumer Purchasing Behavior for Coffee : the Effect of Coffee Shops on Willingness to Pay
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The aim of this research is to examine the effects of specific coffee shop attributes on consumer willingness to pay for coffee. Previous research displays that it is not only the quality of coffee that affects willingness to pay but potentially external factors as well. To further explore this, survey data was collected from 208 respondents participating in an online choice experiment. This research finds that different coffee shop attributes have a notable impact on consumer willingness to pay for coffee, especially with the interior design and ambiance of the shop.