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FINAL capstone presentation
- 1. COFFEE CONSUMPTION AND PRESTIGE: ET 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 Capstone May 14, 2015
- 2. COFFEE IS ABEVERAGE 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)
- 3. BUT THIS DISCUSSIONIS GLOBAL, AS IT IS A COMMODITY THAT THE DEVELOPING NATIONS PRODUCE AND THE WEALTHIEST NATIONS CONSUME IT.
- 5. Global leading 20coffee consuming countries in 2013 (statista 2014)
- 6. I ASKED THREEQUESTIONS: ① Why do consumers choose ‘ethical’ coffee over ‘conventional’ and why are they willing to pay more for the ethical coffee choice?
- 7. ② What arethe effects and cultures surrounding the rising popularity of gourmet coffee choices, and third-wave coffee roasters?
- 8. ③What are sometheoretical perspectives that relate?
- 9. HOW I INVESTIGATEDTHESE QUESTIONS I wrote a literature review Additionally I conducted 2 qualitative interviews. With Jared of noble coffee, and Randall* a coffee roaster *name has been changed
- 10. QUESTION 1 W HY 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) R AN D A L L AN D J AR E D 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
- 11. W H AT A R E T H E E F F E C T S A N D C U L T 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)
- 12. QUESTION 3 W HA 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)
- 13. QUESTION 3 CONT’D ErvingGoffman’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)
- 14. JARED AND RANDALL’SINVOLVEMENTS 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. RANDALLwas 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.
- 15. RESULTS ULTS nterview lasted approximatelyan hour and half and ecorded, transcribed, coded based on interviewees ns of superior coffee and what all coffee business to focus on and prioritize. Each interview lasted approxim Jared pays the farmers livable wages, usua about 3x fair-trade commodity price, and al coffee he purchases is USDA organic certif He uses his coffee shop as a showroom fo coffee could and should be Each interview lasted approxi Randall shares his passion and educates customers on the complexities of the indus farmers whole income for that harvest is re on non organic fungicides, then perhaps it the worst thing. He also talks about how p rely so heavily on labels and certification, w they can be corrupt and misleading. ,
- 16. CONCLUSION A developedCoffee 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.
- 17. SOURCES Bourdieu, 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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