Pricing Sustainability: An Econometric Evaluation of Consumer Demand for Eco-Friendly Coffee Waste Products

Abstract

Sustainability of the environment has led to interest in converting agricultural residues into valuable products. A significant by-product of coffee production, coffee waste offers business opportunities in the development of environmentally friendly products. Pricing is one of the key factors in consumer adoption, and it is important to understand the dynamics of demand to promote sustainable consumption. This research examines the consumer demand for environmentally friendly coffee waste products based on the responses of 412 respondents in urban and semi-urban areas. The respondents shared their opinions on the purchasing domain, sensitivity to price, perceived product quality, and environmental consciousness. The SmartPLS SEM was employed to analyze the data, and the validity and reliability tests were conducted to verify the robustness of the model. Findings show that PS harms CD , compared to EC  and PPQ , which have a positive effect on CD. The modest positive effects are on SI  and In . These results indicate the synergistic contribution of economic and behavioral variables to the development of consumer interest in sustainable coffee waste products.