1. 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 Capstone
May 14, 2015
2. 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)
3. BUT THIS DISCUSSION IS GLOBAL, AS IT IS A COMMODITY THAT THE DEVELOPING
NATIONS PRODUCE AND THE WEALTHIEST NATIONS CONSUME IT.
6. 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?
7. ② What are the effects and cultures surrounding the rising popularity of
gourmet coffee choices, and third-wave coffee roasters?
9. HOW I INVESTIGATED THESE 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 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)
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 A T 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 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)
13. 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)
14. 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.
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 approximately an 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 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.
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.
