Indonesians would like their coffee produced organically! Preferences for iced coffee analysed with a discrete choice experiment

Indonesia represents a growing yet underrepresented market for sustainably produced coffee, with a limited understanding of how local consumers make purchasing decisions without direct sensory input. While sustainability certifications are widely common on coffee bean products, such information is rarely presented in coffee shops. The study evaluated preferences and willingness-to-pay (WTP) among Indonesian coffee consumers for sustainably produced coffee beverages using a discrete choice experiment (DCE) in a coffee shop setting. Respondents were given choice sets containing three alternatives defined by five attributes: price, type of milk, sugar choice, coffee quality, and sustainability certification. Survey data from 1161 coffee consumers (average age of 28 years old, 75 female) were segmented using k-means and analysed with mixed logit (MXL) models to account for preference heterogeneity. Three consumer segments were identified: nutritionally conscious consumer (22.8 ), value-oriented hedonist (45.5 ), and sustainable consumer (31.7 ). Our findings reveal a strong preference for sustainability-labelled coffee, particularly with the Organik Indonesia label, followed by plant-based milk, palm sugar, and light-roasted Arabica coffee, with the lowest price of IDR 20,000. Additionally, females, those in the value-oriented hedonist segment, and occasional drinkers strongly preferred highly caloric coffee beverages. While price was the least influential attribute in the experiment, we estimated a significant premium for sustainability labels, ranging from 16 to 22 , highlighting the positive moral appeal for environmentally and socially responsible products. These findings highlight the positive moral appeal of sustainable products, providing valuable insights for policymakers to promote sustainable coffee consumption in Indonesia. © 2025 The Authors