COFFEE CONSUMPTION AND PRESTIGE:E T H I C A L C H O I C E S A N D T A S T E P R E F E R E N C E S B A S E D O N S O C I A L S T A T U S

B Y, L I A K L U G M A N

Southern Oregon Arts and Research

Sociology CapstoneMay 14, 2015

COFFEE IS A BEVERAGE THAT MORE THAN 60% OF THE UNITED STATES POPULATION DRINK DAILY

ADULT U.S. WORKERS SPEND ON AVERAGE $21.32 PER WEEK ON COFFEE

(National Coffee Association 2014)

BUT THIS DISCUSSION IS GLOBAL, AS IT IS A COMMODITY THAT THE DEVELOPING NATIONS PRODUCE AND THE WEALTHIEST NATIONS CONSUME IT.

Global leading 20 coffee consuming countries in 2013 (statista 2014)

I ASKED THREE QUESTIONS:① Why do consumers choose ‘ethical’ coffee over

‘conventional’ and why are they willing to pay more for the ethical coffee choice?

② What are the effects and cultures surrounding the rising popularity of gourmet coffee choices, and third-wave coffee roasters?

③What are some theoretical perspectives that relate?

HOW I INVESTIGATED THESE QUESTIONSI wrote a literature review Additionally I conducted 2

qualitative interviews. With Jared of noble coffee, and Randall* a coffee roaster

*name has been changed

QUESTION 1 W H Y D O C O N S U M E R S C H O O S E ‘ E T H I C A L ’ C O F F E E O V E R ‘ C O N V E N T I O N A L ’ A N D W H Y A R E T H E Y W I L L I N G T O P A Y M O R E F O R T H E E T H I C A L C O F F E E C H O I C E ?

Hudson et. al. (2013) argues that the first reason an individual may choose to pay more for an ethical coffee is because of their increased perceived social status.

The second reason is that people feel obligated to the environment and producers (Fridell 2007)

RANDALL AND JARED both expressed that it is with educating consumers on the importance of paying farmers more than commodity price. The difference in quality and sustainable growing practices is reflected in the taste of their individual products.

W H A T A R E T H E E F F E C T S A N D C U LT U R E S S U R R O U N D I N G T H E R I S I N G P O P U L A R I T Y O F G O U R M E T C O F F E E C H O I C E S , A N D T H I R D -W A V E C O F F E E R O A S T E R S ?

QUESTION 2

Starbucks paved the way for coffee appreciation, and now many take it one step further, (to 3rd wave). (Simon 2008)

individuals are choosing to purchase more ethically, because a shorter supply chain implies better tasting coffee.

It becomes a ‘connoisseur subculture’ for some, creating an exclusive and expensive lifestyle.

(Manzo 2010)

QUESTION 3W H A T A R E S O M E

T H E O R E T I C A L P E R S P E C T I V E S T H A T R E L A T E ?

Cultural-Capital is defined as the goods and attained knowledge, on well, anything. It is a reflection of our social class. (Bourdieu 1979)

Knowing the best espresso machine to purchase, as well as developing ones’ palate for cupping coffee are examples. (Fridell 2007)

“Taste classifies, and it classifies the classifier.”-Pierre Bourdieu (1979)

QUESTION 3 CONT’D

Erving Goffman’s Presentation of Self‘Sign vehicles’ such as appearance and manner, or

the act of carrying a coffee cup from a particular establishment, or even the act of carrying a coffee cup at all relates to the presentation of self.

Goffman addresses that everyone interacts based on expectations and behaviors. Additionally people involved in the 3rd wave coffee movement often have a certain look.

(Manzo, 2010)

JARED AND RANDALL’S INVOLVEMENTS IN 3RD WAVE COFFEE

JAREDand his wife Carolyn decided to risk everything and use all of their resources to start a business to share with Ashland delicious coffee and the message of the importance of sustainable, organic, and high quality coffee.

RA ND ALL was a college graduate

who, through jobs and friends

developed a passion for coffee and roasting. He

recognizes the process from

farmer to roaster, and enjoys

educating Ashland about this

complex system while making

arguably some of the best coffees in

town.

RESULTS RESULTSEach interview lasted approximately an hour and half and was recorded, transcribed, coded based on interviewees opinions of superior coffee and what all coffee business ought to focus on and prioritize.

Each interview lasted approximately

Jared pays the farmers livable wages, usually about 3x fair-trade commodity price, and all the coffee he purchases is USDA organic certified. He uses his coffee shop as a showroom for what coffee could and should be

Each interview lasted approximately

Randall shares his passion and educates customers on the complexities of the industry. If a farmers whole income for that harvest is reliant on non organic fungicides, then perhaps it’s not the worst thing. He also talks about how people rely so heavily on labels and certification, when they can be corrupt and misleading. ,

CONCLUSION A developed Coffee culture is

exclusive, expensive, and requires years of passion and education.

There are disputes on what is considered the most ethical coffee. To Jared, he purchases premium beans that are certified organic, and for Randall it is more complicated than that--- organic isn’t always the solution.

No matter what your opinion is on certifications, I believe it is our duty as members of a wealthier nation to ensure that the indulgences we afford to enjoy are grown ethically.

SOURCESBourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Cambridge, Mass.: Harvard University Press, 1984. Bourdieu, Pierre. "The Forms of Capital." Handbook of Theory and Research for the Sociology of Education, 1986, 241-48.Fridell, Gavin. "Fair-Trade Coffee and Commodity Fetishism: " The Limits of Market-Driven Social Justice." Historical Materialism 15 (2007). Accessed March 5, 2015. http://web.stcloudstate.edu/teore/Food/Readings/FairTradeCoffee.pdf. Goffman, Irving. "Presentation of Self in Everyday Life." In Inside Social Life: Readings in Sociological Psychology and Microsociology. Sixth ed. New York, New York: Oxford University Press, 2011. Hudson, Mark, Ian Hudson, and Jason D. Edgerton. "Political Consumerism in Context: An Experiment on Status and Information in Ethical Consumption Decisions." American Journal of Economics and Sociology 72, no. 4 (2013): 1009-037. Accessed March 12, 2015. academia.edu Manzo, John. 2010. "Coffee, Connoisseurship, and an Ethnomethodologically-Informed Sociology of Taste." Human Studies 33, no. 2/3: 141-155. SocINDEX with Full Text, EBSCOhost "National Coffee Drinking Trends." National Coffee Association USA. January 1, 2014.

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