Respondents surveyed came from Brazil, China, France, Germany, India, Italy, Japan, Mexico, South Korea, Spain, the United Kingdom, and the United States as well as Switzerland. Original survey question was phrased as: "Imagine a bag of your favourite coffee without any certification/label costs [average price for bag of coffee in respective country]. How much would you be willing to pay if this coffee were available with one of the following certifications/ attributes?"
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Willingness to pay for certificated coffee worldwide 2024, by type
As of March 2024, ** percent of consumers worldwide were willing to pay for organically certified coffee. Only ** percent of respondents were willing to pay for 4C certified coffee.
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Deloitte. (September 25, 2024). Consumer willingness to pay for certification premia coffee worldwide in 2024, by type [Graph]. In ÀÖ²¥´«Ã½app×îа汾. Retrieved August 12, 2026, from /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/
Deloitte. "Consumer willingness to pay for certification premia coffee worldwide in 2024, by type." Chart. September 25, 2024. ÀÖ²¥´«Ã½app×îа汾. Accessed August 12, 2026. /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/
Deloitte. (2024). Consumer willingness to pay for certification premia coffee worldwide in 2024, by type. ÀÖ²¥´«Ã½app×îа汾. ÀÖ²¥´«Ã½app×îа汾 Inc.. Accessed: August 12, 2026. /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/
Deloitte. "Consumer Willingness to Pay for Certification Premia Coffee Worldwide in 2024, by Type." ÀÖ²¥´«Ã½app×îа汾, ÀÖ²¥´«Ã½app×îа汾 Inc., 25 Sep 2024, /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/
Deloitte, Consumer willingness to pay for certification premia coffee worldwide in 2024, by type ÀÖ²¥´«Ã½app×îа汾, /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/ (last visited August 12, 2026)
Consumer willingness to pay for certification premia coffee worldwide in 2024, by type [Graph], Deloitte, September 25, 2024. [Online]. Available: /statistics/1570083/willingness-to-pay-for-coffee-certifications-worldwide/
