Consumer Survey
on Sustainable
Tea & Coffee Consumption
Author:
Research Direction:
Research Co-ordinators:
Research led by:
Research Support:
Dr Savita Hanspal
Viraf M. Mehta, Shatadru Chattopadhyay
Onkar Singh, Saji M. Kadavil
Savita Hanspal in New Delhi
Bharathi Ghanashyam in Bangalore
Sujatha Ganesh
© Partners in Change 2010
Published by:
Partners in Change
C-75, South Extension Part II
New Delhi 110049
Tel: + 11 441642348-51
Design and Layout: The Pen and Mouse, Bangalore
Consumer Survey
on Sustainable
Tea & Coffee Consumption
Consumer Survey on Sustainable Tea & Coffee Consumption
Contents
4
Preface
8
Foreword
9
Executive Summary
10
Chapter I
Introduction and Review of Existing Literature
13
Chapter II
Research Methodology
26
Chapter III
Consumption and Purchase of Tea & Coffee: Individual Consumers
30
Chapter IV
Consumption and Procurement of Tea & Coffee: Institutional Consumers 41
Chapter V
Attitude of Individual Consumers towards Sustainable Tea & Coffee
46
Chapter VI
Attitudes of Institutional Consumers toward Sustainable Tea & Coffee
50
Chapter VII
Summary of Findings
56
Appendix
59
Bibliography
63
Tables
Tables
Table 1.1:
Consumption of Coffee in India– Volume Trends
17
Table 1.2:
State-wise Consumption of Coffee in India (Urban+Rural)
17
Table 1.3:
Changing Consuming Households
20
Table 3.1:
Summary of importance of factors* influencing choice of tea & coffee 38
Table 4.1:
Modes of institutional tea & coffee supply
41
Table 4.2:
Factors influencing institutional purchase of tea & coffee
42
Table 4.3:
Institutional procurement process for tea & coffee
43
Table 4.4:
Employee feedback on tea & coffee
44
Table 4.5:
Institutional sources of information for tea & coffee
45
Table 5.1:
Consumer awareness about tea & coffee
46
Table 5.2:
Information needs of consumers
47
Table 5.3:
Conditions for paying extra for sustainable tea & coffee
47
Table 5.4:
Problems in purchasing sustainable tea & coffee
48
Table 6.1:
Institutional awareness about Tea & coffee
50
Table 6.2:
Institutional role in promoting sustainable tea
51
Table 6.3:
Institutional role in promoting sustainable Coffee
52
Table 6.4:
Problems in purchasing sustainable tea
53
Table. 6.5:
Problems in purchasing sustainable coffee
53
Table 6.6:
Potential benefits from introducing sustainable products
54
5
Consumer Survey on Sustainable Tea & Coffee Consumption
Figures
6
Fig. 2.1:
Gender composition of the sample
27
Fig. 2.2:
Age composition of the sample
28
Fig. 2.3:
Geographical distribution of the sample
28
Fig 2.4:
Educational qualifications of respondents
28
Fig. 2.5:
Occupational status of respondents
28
Fig. 2.6:
Family income of respondents
29
Fig. 3.1:
Preference for tea & coffee
30
Fig. 3.2:
Changing the brand/source of supply
30
Fig. 3.3a:
Frequency of consumption: Tea
30
Fig. 3.3b:
Frequency of consumption: Coffee
30
Fig. 3.4:
Tea Consumption by Gender
31
Fig. 3.5:
Coffee consumption by gender
31
Fig. 3.6:
Tea Consumption among age groups
31
Fig. 3.7:
Coffee consumption among age groups
31
Fig. 3.8:
Tea consumption by geographical area
31
Fig. 3.9:
Coffee Consumption by geographic area
32
Fig. 3.10:
Tea consumption amongst differently educated
32
Fig. 3.11:
Coffee consumption among different educational groups
32
Fig. 3.12:
Consumption of tea amongst different occupational groups
32
Fig. 3.13:
Coffee consumption among different occupations
33
Fig. 3.14:
Consumption of tea among different income groups
33
Fig. 3.15:
Coffee consumption by different income groups
33
Fig. 3.16:
Loyalty to source of supply
33
Fig. 3.17:
Supplier loyalty and demographics
34
Fig. 3.18:
Type of supplier used for purchase
35
Figures
Fig. 3.19:
Form of purchase
35
Fig. 3.20:
Importance of price tea & coffee
35
Fig. 3.21:
Importance of quality
35
Fig. 3.22:
Importance of taste
36
Fig. 3.23:
Importance of Flavour
36
Fig. 3.24:
Importance of environmental concerns
36
Fig. 3.25:
Importance of social concerns
36
Fig. 3.26:
Importance of impact on health
36
Fig. 3.27:
Importance of family
37
Fig. 3.28:
Importance of peers
37
Fig. 3.29:
Importance of familiarity with the supplier
37
Fig. 3.30:
Importance of reputation of the supplier
38
Fig. 3.31:
Importance of certification
38
Fig. 3.32:
Importance of promotions and discounts
38
Fig. 3.33:
Sources of information: tea & coffee
39
Fig. 4.1:
Modes of payment for tea & coffee
41
Fig. 4.2:
Quantity of tea & coffee purchased
41
Fig. 4.3:
Institutional source loyalty
42
Fig. 4.4:
Institutional sources of purchase
42
Fig. 5.1:
Consumer awareness of sustainable tea & coffee
46
Fig. 5.2:
Willingness to pay extra
47
Fig. 5.3:
Extent of extra payment
47
Fig. 6.1:
Institutional awareness about sustainable tea & coffee
52
Fig. 6.2:
Extent of institutional willingness to pay extra
52
Fig. 6.3:
Use of other sustainable products
55
Fig. 6.4:
Intention to initiate purchase
55
Fig. 6.5:
Duration for implementation
55
7
Chapter I - Introduction
CHAPTER I
INTRODUCTION
sustainable consumption and need to be involved
in the process.
Background
The UN suggests, “Governments should promote
the development and implementation of policies
for sustainable consumption and the integration of
those policies with other public policies.” Further,
“Governments, in partnership with business and
relevant organisations of civil society, should
develop and implement strategies that promote
sustainable consumption through a mix of policies
that could include regulations..”1 Consumers should
take responsibility for demanding information on
sustainable products and services and choosing
such products that satisfy these criteria.
A
t the World Summit on Sustainable Development (WSSD),
held at Johannesburg, South Africa in 2002, changing
unsustainable patterns of production and consumption was
singled out as one of the main elements of sustainable development.
WSSD called for fundamental changes in the way societies produce
and consume goods and services and reiterated that all countries
should promote sustainable consumption and production patterns,
with developed countries taking the lead.
Sustainable consumption affects demand as it is about the kind and
quantity of products we consume. Consumers might be unwilling to
decrease their consumption unless they are educated on the impact
their consumption patterns have on future generations. Therefore
they would have to be sensitized on the scarcity of resources and the
consequences of wasteful use in production.
The UN Guidelines for Consumer Protection define sustainable
consumption as “meeting the needs of present and future generations
for goods and services in ways that are economically, socially and
environmentally sustainable.” The principles required nations to:
• Respect the earth and life in all its diversity; to care for the community of life with understanding and compassion
• Adopt patterns of consumption and production which safeguard human rights and community well-being as well as the regenerative
capacities of the earth and to ensure that economic activities at all
levels promote human development in an equitable and sustainable
manner
• Encompass the principles of moderation and sufficiency as means of curbing social, economic and environmental imbalances and of
stimulating responsible consumption
All members and organisations of society, including producers, suppliers,
governments and consumers share responsibility for promoting
Implementation of sustainable development takes
place most appropriately at the regional level.
Regional sustainable development is influenced
by the ability of enterprises, particularly small and
medium entreprises (SMEs) to create strategies that
confer sustainable competitive advantages on the
local and global markets.
Eco-labels can be useful tools to guide the
consumers through their shopping behaviour.
They provide information to consumers about
product characteristics, particularly related to
environmental factors. These might not be readily
apparent.
Environmental qualities are often experience or
credence attributes. Consumers can verify given
green products claims in some cases only after they
have used the products. Further, they cannot verify
if the claim the products make are true without
consulting experts.
1 UN Guidelines for Consumer Protection, p.8;
http://www.un.org/esa/sustdev/publications/
consumption_en.pdf
13
Consumer Survey on Sustainable Tea & Coffee Consumption
Eco-labels provide warranties that the products
or services comply with certain pre-determined
environmental – and social criteria. Eco-labels
also guide consumers in choosing products and
services which are thought to be less harmful to the
environment than other products within the same
categories.
14
These labels should also stimulate the development
of products and services that are associated with
a lesser environmental burden compared to
equivalent products.2 The present study focuses on
two basic beverages, i.e. tea and coffee, consumed
the world over in considerable quantities that must
carry eco labels.
Sustainable coffee
“Sustainable coffee is produced on a farm with
high biological diversity and low chemical inputs.
It conserves resources, protects the environment,
produces efficiently, competes commercially and
enhances the quality of life for farmers and society
as a whole.”3
Sustainable coffee is a melange of cultural,
political, environmental, economic and agronomic
influences. Many sustainable coffees are ‘shade
grown’, meaning that a canopy of trees covers the
actual coffee plants, allowing for a slower growing
cycle and time for the sugars in the coffee beans
to mature. These shade trees also provide a natural
habitat for migratory and other birds, thereby
working hand-in-hand with the environment. While
some plantations employ forest-like conditions
such as those found in untouched rainforests, other
coffee growers use a combination of trees such
as banana, citrus and timber for shade as well as
income derived from the tree products.4
2 Golan et al., 2001, pp. 127-128
3 Smithsonian Migratory Bird Center, First Sustainable
Coffee Congress overview paper
4 Sosa, Elaine “Sustainable Coffee: The Road Back for
Nicaragua?” www.sallys-place.com
It is not uncommon for sustainable coffee farms to be family-owned or run
as co-operatives, where emphasis is placed on the worker, his education,
livelihood and general well-being. As important as this is to the producers
themselves, this is also an important concern of many consumers today,
as a heightened awareness of working conditions around the world is
dictating buying decisions.
The time, care and concern which go into producing sustainable coffee
means that the consumer is expected to pay more for the end product.
The high quality however makes it worthwhile.
Certification of coffee
Certified coffees (Organic, Fair Trade, Bird-Friendly, Rainforest Alliance,
Utz CERTIFIED and Starbucks C.A.F.E. Practices) make up only about 4
per cent or about 220,000 metric tons of world’s green coffee exports. The
U.S. is a major importer of various types of certified coffee, which make
up nearly 8 per cent of green bean imports. There are three certification
labels that focus largely on ecological standards i.e. Organic, Rainforest
Alliance, and Bird-Friendly.5
UTZ CERTIFIED and Fair Trade
UTZ CERTIFIED and Fair Trade are two leading coffee certification
programmes. They share a vision of jointly working together towards
more sustainable coffee. However, they are not the same as different
certification schemes carry and provide different tools that allow the
coffee sector to be more sustainable and responsible. UTZ Certified has
some environmental standards, but is the least stringent when it comes
to biodiversity preservation.
Indian coffee
Indian coffee is grown in a very narrow and restricted belt in the states
of Karnataka, Tamil Nadu and Kerala. The area under coffee cultivation
is around 3,40,306 hectares, with a ratio of about 50/50 of Arabica
and Robusta coffee. The annual yield is approximately 300000 M.T.
About 70 per cent of the produce is exported. Around 98 per cent of the
plantations are owned by small growers who own less than 10 hectares
of land.6
5 http://www.coffeehabitat.com/2008/07/what-is-the-market-share-of-certifiedcoffees.html
6 http://www.ineedcoffee.com/02/indian/Eco-Friendly Indian Coffee: A
Profile
Chapter I - Introduction
Coffee plantations in India use traditional methods and cultivate shadegrown coffees under three-tiered canopies of wild and introduced trees.
A lot of care is given to the selection of trees to be introduced. The
primary shade or the lower shade is taken care of by nitrogen fixing
Erythrina indica or by Glyrecedia maculata. These enrich the soil by
harvesting atmospheric nitrogen and in turn give it to the coffee plant.
The secondary shade is that of trees like silver oak, white and red cedar
that shed their leaves in the monsoons and put forth a rich canopy
during the summer. These trees are specifically selected because they
act like biomass factories and thereby keep the soil temperatures low.
Lastly, the tertiary shade is of the hardwood species, which attract rainbearing clouds. This three-tier shade system aids to filter harmful U.V.
radiation. Further, the filtered sunlight enables the sugars in the coffee
bean to caramelize uniformly and give it a unique taste. While growers
are environmentally conscious at every step of cultivation, they are also
beneficial, socially and economically to millions of farmers and allied
households.
Indian coffee is by and large associated with forest grown coffee and
mechanization is kept to a bare minimum in Indian coffee plantations.
Haphazardly arranged trees are characteristic of such plantations. The soil
is virgin and efforts to mechanize the plantation are kept to a minimum
in order to retain sustainable eco-friendly systems. The leaf litter from
the trees acts like a sponge for the rainwater to absorb into the ground
and this prevents runoff and soil erosion. This not only contributes to
the soil fertility, but also protects the precious soil from weathering and
other undesirable factors. Most coffee plantations are located in regions
with average to heavy rainfall, yet even if there is a shower of 10 cms on
one single day, there is no runoff inside the plantation because of the
thick mulch, which acts as a blotting paper, allowing the water to slowly
percolate downward.
Mono-cropping is an exception in Indian coffee plantations and multicropping is popular. No other plantations in the world have the range of
diversity that Indian coffee plantations have. This is owing to multiple,
mixed cropping systems. Pepper vines are grown on shade trees, while
cardamom, areca nut, ginger, citrus, vanilla and a few other spices are
grown as multiple crops inside the coffee plantations. The matted roots
of various crops that intertwine with one another culminate to give
Indian coffee a spicy aroma.
Indian coffees are often grown on terraced mountainsides. Indian arabicas
(about half the crop) are known as plantation coffee, while the robustas
are known as parchment coffee. Most coffee is grown in the Karnataka
(Mysore) region, and Kerala and Tamil Nadu are
the other main regions. Most of India’s shade
coffee comes from Karnataka, but the majority of
India’s arabicas are also shade grown. Another
interesting coffee from India is ‘monsooned’ coffee
made from green beans left exposed to monsoon
rains in open warehouses. The beans turn tan
coloured, the acidity is reduced, and the beans are
sweeter.
Most of the coffee plantations are situated in
remote and uninhabited areas, where crops have
not previously been grown. Hence, plantation
workers are mostly migrants. These labourers are
often provided housing in the estates itself along
with facilities for shops, services and community
activities such as recreation and cultural
expressions.
The Indian coffee industry witnessed a major crisis
caused by falling coffee prices in 1990s. The fall in
coffee prices led to closing down of production by
small and medium sized coffee plantations, resulting
in loss of jobs for thousands of coffee workers. The
crisis also impacted wages paid to the workers,
resulting in loss of income, food and clothing and
medical facilities. Workers children stopped going
to school and began to work along with them to
augment family income. Many small growers are
debt-ridden and few have even committed suicide
due to falling prices and indebtedness.
The Coffee Board of India
The Coffee Board of India7 is an autonomous
body, functioning under the Ministry of Commerce
and Industry, Government of India. The Board
serves as a friend, philosopher and guide of the
coffee industry in India. Set up under an Act of
the Parliament of India in 1942, the Board focuses
on research, development, extension, quality
upgradation, market information, and the domestic
and external promotion of Indian coffee.
7 http://www1.indiacoffee.org/userfiles/Dtbs-1.pdf
15
Consumer Survey on Sustainable Tea & Coffee Consumption
Before devising any strategy for growing domestic
coffee consumption, the Coffee Board commissioned
a comprehensive, nationally representative study
on beverage habits, practices and attitudes. The
third formal study was conducted by the Coffee
Board in 2005. The report was commissioned to
understand:
16
consumption lay with occasional drinkers and more so in North and
Eastern zones where the occasional drinkers were maximum in number
i.e. 64 per cent and 52 per cent respectively. Further, between 2003 and
2005, there was a marginal reduction of non-drinkers but the proportion
of occasional drinkers remained the same.
• Habits and practices with respect to coffee consumption of urban (South and North) and
rural (South) consumers in India
• Coffee consumption by location and form • Share of coffee in the daily basket of beverages consumed
• Attitudes towards coffee and drivers and barriers to coffee consumption
• Café habits It covered all-India consumption by zones, age,
gender and socio-economic classification (SEC) and
attitudes towards coffee. The findings of the study
revealed that the per capita consumption of coffee in
India was 75 grams. The proportion of people consuming
the beverage in the last 12 months increased in 2005
to 62 per cent from 59 per cent in 2003. 52 per
cent preferred instant coffee and 15 per cent used
R&G (filter coffee). About 94 per cent respondents
consumed tea.
The study classified consumers into the following
categories:
• Non-­drinkers (38%)-­ did not consume coffee in the past 12 months
• Occasional drinkers (40%) -­ consumed coffee in the past 12 months but not yesterday
• Coffee drinkers (22%) -­ consumed coffee yesterday
On the basis of quantity consumed, the consumption
was subdivided into light (1-­2 cups a day); medium (3 cups a day) and heavy (4 or more cups a day).
It highlighted that the potential for growth of
The research also found that most of the daily consumption was at home.
During 2005 about 24 per cent also consumed it away from home- a
marginal increase of 2 per cent over the previous estimate of 22 per cent.
Consumption of coffee away from home was mainly at restaurants (45%) and hot teashops (40%). Cafes and vending machines were also becoming more visible in the out-of-home segment.
The study estimated that during the year 2005, the total volume of coffee
consumption was 80,200 MT with an urban and rural divide of 58,500 MT
(73%) and 21,700 MT (27%) respectively, representing an overall increase of 9900 MT or 7 per cent annual growth over the 2003 consumption of
70,300 MT (with an urban and rural share of 49,600 MT and 20,700 MT
respectively). About 64,405 MT was consumed in south India, an 80 per
cent share of all India consumption of 80,200 MT. In the south, Tamil
Nadu was the largest coffee consuming state with an estimated volume
of about 22,000 MT (34%) closely followed by Karnataka with 19,000 MT (30%). Andhra Pradesh and Kerala accounted for consumption of about 13,000 MT (20%) and 10,000 MT (16%) respectively. In the south zone, instant and filter coffee had an almost equal share. In other zones,
instant coffee was more predominant. The study also reported on volume
of urban and rural consumption (Table 1.1) and state wise consumption
(Table 1.2).
Chapter I - Introduction
Table 1.1: Consumption of Coffee in India– Volume Trends
2005
Instant %
R&G %
Overall
52
48
Urban
59
41
Rural
45
55
2003
Instant %
R&G %
Overall
51
49
Urban
53
47
Rural
47
53
Table 1.2: State-wise Consumption of Coffee in India (Urban+Rural)
2003
Share (%)
2005 share(%)
T.N
0.35
0.34
Karnataka
0.27
0.30
AP
0.20
0.20
Kerala
0.18
0.16
South
0.92
0.80
Non-South
0.08
0.20
Another study was commissioned by the Board on attitudes of
consumers towards coffee with respect to quality, variety, price and
additives especially chicory; positive and negative associations related to consumption as well as drivers and barriers to coffee consumption etc
in 2006-07. It found that both coffee and tea enjoyed high spontaneous
recall followed by plain milk and carbonated soft drinks. While 66 per
cent of the respondents recalled tea, only 22 per cent recalled coffee as the
first beverage. Top-of–the-mind recall of coffee was higher in traditional
coffee strong holds such as Tamil Nadu and Karnataka. Across the
country top-of-the-mind recall for coffee was higher among SEC A, B
& C than SEC D (the lowest socio-economic strata). The study revealed
that in Tamil Nadu, coffee had moderate association as a family beverage
but was strongly associated with special occasions and hence had a higher
status association. In Karnataka, coffee was very strongly associated as a
family beverage. Interestingly, it also had special/high status perceptions.
In Andhra Pradesh, perception of tea was very close to coffee on key
dimensions. Tea came across mainly as an evening cup. In Kerala, tea
had higher positive associations on key dimensions
of family, health and status. In the North, East
and West, coffee was largely a social drink. Coffee
was associated with high status, modernity and
antidote for cold weather suggesting it was a special
and occasional drink.
Health was a big barrier to more frequent
consumption among those who drank only
one cup of coffee a day. Among occasional 17
coffee drinkers and non-drinkers, habit, nonconsumption by other family members and price
were key barriers. Taste was an additional barrier
among non-drinkers in North, East and West
and Tamil Nadu. Coffee as any other drink was
habit-forming. Family drinking was a key for early
adoption; most regular and occasional drinkers started drinking coffee at the age of less than 10
years at home, and were introduced to it by a
family member. The exception was the North,
where most were introduced to coffee by a friend
and started consuming it outside home.
Tea Sustainability8
Sustainable tea is the talk of the town, but
“sustainable” is an over-used and abused word
regularly taken out of context. “Sustainable”
means to maintain or keep something going. In
contemporary crop commodity terms, this means
measured use of environmental resources. For
commodities like coffee, cocoa and tea produced in
tropical developing countries, the word is used in
a broad term and context to describe a programme
for boosting general livelihood and quality of life of
tea growers and communities, while maintaining
environmental integrity.
Growers are only one side of the tea equation.
Sustainable tea will work only if consumers keep on
8 Dr. Terry Mabbett (December, 2008).
Environmentally Hot Tips Sustain the Price of Tea Tea
and Coffee
Consumer Survey on Sustainable Tea & Coffee Consumption
drinking the beverage and those in the middle, the
packers and distributors, are able to buy and sell at
a profit. That is why one-sided price manipulation
in favor of growers and at the expense of consumers
is laudable but unsustainable. Tea producing
countries as distant and different as China, India,
Sri Lanka, Indonesia, Turkey and Kenya are badly
hit by oversupply across the world and fall in real
prices for tea.
18
Unilever, the world’s largest tea company, could be
on the way to unlocking secrets to sustainable tea
with a balanced approach that benefits producers
without penalizing consumers. As the international
buyer of 12 per cent of the world’s black tea and
seller of finished, packaged tea products in 130
countries, Unilever is in a pivotal position to make a
significant impact and difference. Unilever formally
announced its aims in mid 2007. Consumer focus
is on the UK, a market downing 60 billion cups a
year.
century. Indian tea companies have acquired a number of iconic foreign
tea enterprises including British brands Tetley and Typhoo. While India
is the largest consumer of tea worldwide, the per-capita consumption of
tea in India remains a modest 750 grams per person every year
Tea is cultivated in the high ranges of North and South India and the
best quality is known as CTC and Orthodox Assam Tea, respectively.
The consumption is above the 600 million kg mark per year. The market
consists of both leaf and dust teas both in the CTC and Orthodox Grades,
with the southern markets consuming more dust teas. Nearly every part
of the country has a tea-growing region. Approximately 4 per cent of
the national income of India comes from its tea and India is home to
over 14,000 tea estates. The geography of India allows for many different
climatic conditions, and the resulting teas can be dramatically different
from each other. There are three main kinds of tea produced in India:
Assam
Assam tea comes from the north-eastern region of the country. This heavily
forested region is home to much wildlife, including the rhinoceros. Tea
from here is rich and full-bodied. It was in Assam that the first tea estate
was established, in 1837.
Indian Tea
Darjeeling
Tea had been known for millennia in India as a
medicinal plant, but was not drunk for pleasure
until the British began to establish plantations in
the 19th century. Darjeeling tea, from the Darjeeling
region in West Bengal has traditionally been prized
above all other black teas, especially in the United
Kingdom and the countries comprising the former
British Empire. The Chinese variety is used for
Darjeeling tea, and the Assamese variety, native to
the Indian state of Assam, everywhere else.
The Darjeeling region is cool and wet, and tucked in the foothills of the
Himalayas. The tea is exquisite and delicately flavored, and considered to
be one of the finest teas in the world. The Darjeeling plantations have
three distinct harvests, and the tea produced from each ‘flush’ has a
unique flavour. First flush teas are light and aromatic, while the second
flush produces tea with a bit more bite. The third or autumn flush gives
a tea that is lesser in quality.
The British started commercial tea plantations
in India and in Ceylon. In 1824 tea plants were
discovered in the hills along the frontier between
Burma (Myanmar) and the Indian state of Assam.
The British introduced the tea culture into India in
1836 and into Ceylon (Sri Lanka) in 1867.
India was the top producer of tea for nearly a
century, but was displaced by China in the 21st
Nilgiri
This tea comes from an even higher part of India than Darjeeling. This
southern Indian region has elevations between 1,000 and 25,000 metres.
The flavours of Nilgiri teas are subtle and gentle. They are frequently
blended with other, more robust teas.
Tea Board of India
The genesis of the Tea Board of India dates back to 1903 when the
Indian Tea Cess Bill was passed. The Bill provided for levying a cess on
tea exports - the proceeds of which were to be used for the promotion
of Indian tea both within and outside India. The present Tea Board set
Chapter I - Introduction
up under section 4 of the Tea Act 1953 was constituted on 1st April
1954. It has succeeded the Central Tea Board and the Indian Tea
Licensing Committee which functioned respectively under the Central
Tea Board Act, 1949 and the Indian Tea Control Act, 1938 which were
repealed. The activities of the two previous bodies had been confined
largely to regulation of tea cultivation and export of tea as required
by the International Tea Agreement then in force, and promotion of
tea consumption. The present Tea Board functions as a statutory body
of the Central Government under the Ministry of Commerce. The
Board is constituted of 31 members (including the Chairman) drawn
from Members of Parliament, tea producers, tea traders, tea brokers,
consumers, and representatives of governments from the principal tea
producing states, and trade unions . The Board is reconstituted every
three years and has its headquarters in Kolkata.
The Tea Board of India is responsible for the assignment of certification
numbers to exports of certain tea merchants. This certification is intended
to ensure the origin of the tea, which in turn would reduce the amount
of fraudulent labelling on rare teas such as those harvested in Darjeeling.
Tea Board India’s tasks include endorsement of the diverse production
and productivity of tea, financial support of research organizations
and the monitoring of advances in tea packaging as it relates to health
beneficial aspects.
The export market for Indian teas is mainly in the Russian and CIS
countries with 90 Million Kgs of the total exports in 1998 going to these
countries. This is equivalent to 43 per cent of India’s tea exports. The
other countries that import Indian tea include most of the European
Countries, U.S.A., Japan, West Asia and the Asia Pacific region. In fact
there is hardly any country where Indian tea is not exported
Social and Environmental Standards and Supply Side
Interventions in the Indian Tea and Coffee Sector
The most significant legislation governing labour standards and working
conditions in plantations is the Plantation Labour Act of 1951. The
other relevant legislations are the Factories Act of 1948, Workmen’s
Compensation Act, Industrial Dispute Act 1947, Minimum Wages Act
of 1948, Employers’s Provident Fund Act, Industrial Employment Act,
Payment of Bonus Act, Maternity Benefits Act of 1961, and Employers’
Social Insurance Act. Among these, the Plantation Labour Act regulates
employment, working conditions and working hours, and forms the
principal basis of legal entitlement of the workers.
The Plantation Labour Act, 1951 (PLA) applies to
any land used or intended to be used for growing
tea, coffee, rubber, cinchona or cardamom or any
other plant which measures five hectares or more
and in which 15 or more workers are employed on
any day of the preceding 12 months. Despite various
provisions related to workers’ welfare present in
the PLA, 1951, it remains silent on two key aspects,
i.e. environmental issues and occupational health
and safety norms. It also legalizes working of
adolescents (between the ages of 14 and 18 years)
at a cheaper rate than adult workers. Also, many
provisions of PLA have never been implemented
or only partially implemented in the big company
owned plantations. Moreover, the regulations do
not cover small plantations employing less than 15
workers.
Fair Trade Tea Certification and
Principles9
Fair Trade tea certification and principles empower
farmers and farm workers to lift themselves
out of poverty by investing in their farms and
communities, protecting the environment, and
developing the business skills necessary to compete
in the global marketplace.
Role of Consumers in Promoting
Sustainable Tea and Coffee
Consumption
Consumers are key drivers in sustainable
production and consumption and promoting
sustainable development. Historical factors and
agents influence the preference of consumers which
have evolved over a period of time. Consumer
preferences are heterogeneous and they have a
decisive role in the value chain of tea and coffee in
the domestic market. The agents and actors in the
buyers’ chain make tea and coffee dependent upon
9 http://www.learn-about-tea.com/fair-trade-teacertification.html
19
Consumer Survey on Sustainable Tea & Coffee Consumption
the nature of the consumers at various levels and
strata of society.
Changing Structure of Indian Consumer
Market
20
The consuming population in India has been
classified into different categories on the basis of
their annual income and this structure is changing
as incomes increase and poverty levels decline
(Table 3).
Table 1.3: Changing Consuming Households
Annual
Income
(INR) at
1994-95
prices
Consumer
Classification
Destitute
No. of households
( in millions)
1995
2000 2006
Hand-tomouth
existence
35
24
17
Aspirants
New
entrants
into consumption
48
32
33
Climbers
Cash con- 48
strained
benefit
seekers
66
78
Consumers
Cost
benefit
optimizer
55
75
The rich
Benefit
1
maximizer
3
6
180
209
Total no. of households
(in millions)
29
161
The Changing Face of the Indian Consumer
Favourable demographic, economic, social and psychographic changes
relating to India’s consumer class are driving a consumption revolution
in the country. The continuously evolving consumer segment in India is
the youngest in the world with a median age of 24 as compared to other
developed economies like the USA where the ‘baby boomers’ generation
is now greying.
With globalisation and almost five million Indian tourists travelling
overseas every year, the exposure of Indian consumers to international
brands has vastly increased. The promotion of India as a tourist
destination has also led to foreign brands wanting to establish presence
here. Consumers today have greater purchasing power. Due to a
proliferation of TV channels and growth of the world-wide web, they are
now exposed to global media and brands. They have discovered products
and services as well as lifestyles that emphasize the use of eco-friendly,
sustainable products.
The size of the family is becoming smaller as the number of nuclear
families is on the increase and the decisions for marriage and having
children are being delayed. The number of children in a family is reducing
implying that there are fewer members to share the higher disposable
incomes, making a better lifestyle more affordable and leading to a
greater concern for improved health. With the spread of education and
awareness, consumers are becoming increasingly concerned with using
good quality products and the impact of their consumption on the society
and the environment. Special groups of consumers are keeping an eye on
business and exerting pressure on it to become more environmentally and
socially responsible. The workplace is becoming global and consumption
preferences are, therefore, changing as exposure to new brands is received
there.
Changes are also taking place at the policy-making levels of policy
making in response to the mounting international pressure to encourage
sustainable production and consumption practices. Consequently, the
government is also encouraging greater efficiency in the use of energy
and resources and promoting products that save energy or use renewable
sources of energy. It is earmarking greater resources for promoting research
and development in environmentally sound technologies, encouraging
the use of renewable natural resources and the introduction of more
environmentally sound products.
Through its awareness campaigns, it is assisting individuals and
households to make environmentally sound purchasing decisions. The
Chapter I - Introduction
government, in cooperation with industry and other relevant groups,
is encouraging environmental labelling and other environment related
product information programmes designed to assist consumers to make
informed choices.
Market research suggests that sophisticated Indian consumers already place
importance on whether products are sourced ethically and sustainably.
A 2007 IMRB survey of 10,000 Indian socio-economic class (SEC) A,
B, and C consumers showed that 30 per cent of consumers believe it is
important that companies act ethically and 30 per cent would be willing
to pay more for environmentally friendly products. A 2007 McKinsey
and Co. study revealed that 42 per cent Indian respondents said that they
would be more inclined to buy from food and beverage companies that
developed more environmentally friendly products. A 2008 independent
study identifies a “greener apparel” consumer segment, made up of 13
per cent Indian urban consumers, who are willing to spend more on
certified, environmentally friendly clothing.
Rationale of the study
Consumption as measured by the Greendex is determined both by the
choices consumers actively make, such as repairing rather than replacing
items, using cold water to wash laundry, choosing green products rather
than environmentally unfriendly ones- and choices that are controlled
more by their circumstances – such as the climate they live in or the
availability of green products or public transport. The initiative considered
both of these factors, with 60 percent of the 65-variable index based on
choice or discretionary behaviour.
The Indian tea and coffee sectors continue to face the challenges of
sustainable supply chain management. Due to the fall of global prices
during the 1990s, the tea and coffee industries suffered heavily and led
to impoverishment and acute indebtedness among small-holder tea and
coffee growers. Indian tea and coffee small holders continue to face the
following challenges:
• Fluctuation of tea and coffee prices and very low levels of price realization especially in the peak season.
• Inability of small growers to access international market directly • Lack of influence of small holders at the higher end of the value chain (marketing and retailing)
• Limited or no opportunities for small holders to improve quality, social and economic standards as their produce fetches low prices.
• Increasing cost of labour and lack of proper facilities for labourers working in the small
holdings.
• Low levels of awareness among consumers and purchasing agencies on issues of social,
economic and environmental sustainability.
Economic growth and transfer of wealth through
supply chains does not necessarily ensure fair
distribution and hence does not help small holders
and poor people in the lower end of the value
chain. As a result the small holders in the tea and
coffee sector are still vulnerable to unfair terms of
trade.
Trading relationships and the behaviour of buying
organizations influence the flow and allocation
of economic resources and have a very significant
impact, both direct and indirect on poverty,
social and environmental conditions and the
development of economies. Buying organizations,by
not understanding their role, are inadvertently
accentuating inequality or damaging fragile social,
economic and environmental resources.
In its 4th report on Corporate Social Responsibilities
(CSR) in India (06-07) conducted by Partners
in Change (PiC), an increasing number of
corporations responded with increased awareness
levels and CR consciousness. 99 percent of the
respondents displayed higher awareness levels and
CR consciousness in 2006 as compared to 84
percent of respondents in 2003. Increased awareness
was also reported on the social, environmental and
supply chain management issues among the public,
private and MNCs operating in India.
Better governance of procurement and more
transparency are required to secure the trust of
the client, suppliers and consumers. Purchasing
organizations must be aware of and accountable
for the effect of their actions both directly and
indirectly in the supply chain. Increasing levels
21
Consumer Survey on Sustainable Tea & Coffee Consumption
of awareness and knowledge among purchasing
organizations about the implications of their
approach and decisions on overall commercial
relations in general and on poverty mitigation in
particular has started gaining currency worldwide.
It is time for Indian organisations to start taking
notice of the implications of purchasing decisions.
22
The 1990s witnessed a drastic change in the
government policy on economic development.
The economic liberalization has led to a boom
in the Indian economy leading to emergence of a
large section of middleclass consumers apart from
increase in income at the lower end of the pyramid.
Increased disposable incomes in the hands of the
Indian middleclass have led to increased consumer
power in Indian society. This has also led to
exploration of new avenues of consumption by the
Indian consumers. Increased consumer choice plays
a role in their economic, social and environmental
footprints. Governments and businesses therefore
have a responsibility to ensure that economically,
socially and environmentally relevant options are
available and affordable to all consumers especially
those living in the developing countries, majority of
them are not yet addicted to unsustainable products.
As economies grow and consumption patterns
change, greater efforts need to be directed towards
promoting sustainable consumption leading to
sustainable development.
MNCs and companies fail to communicate
responsible business related products in India.
Advertisement and promotional schemes hardly
address the issue of social and environmental
responsibilities at production level. Taste and
preference of consumers are not
cultivated
automatically. They are constructed consciously
over the period. Similarly procurement agencies
and retailers also have a major role in cultivating
the choice of consumers.
The concept of social responsibility at the production
level does not get exposure in the process of the
market intervention of big companies. Effective communication could
be one of the missing links along with the other standard factors between
potential consumer demand and purchasing behaviour.
In the context of these developments, given the fact that workers and
small tea and coffee growers continue to live in abject poverty, and the
companies refuse to take on the issues in the environment in which they
operate, there is a need to understand consumer consumption pattern of
sustainable tea and coffee so that the process of improvement in the tea
and coffee industries is driven by the ultimate choice of the consumer.
Importance of the study
The social, environmental and economic behaviour of business
enterprises have direct impact on human lives. These factors are
emerging as focal points in the tea and coffee industry. This gives the
opportunity and the space for wide ranging discussions at various levels.
There is a demand from consumers, CSOs and even government for
products which are socially and environmentally sustainable and for CSR
commitment across the supply chain that will contribute to sustainable
economic development.
Globally, various types of consumer behaviours have been observed such
as the selection of products based on criteria of environmental and social
responsibilities as well as consumer boycotting. This pattern therefore
calls for involving employees, their families, the local community and
society at large to improve the quality of life in ways that are both good
for business and for development.
CSR practices have remained confined to few big companies, and even
there CSR is still equated with philanthropy and have not been integrated
within core business strategies. The global tea and coffee brands often pass
on the costs of necessary improvements down the supply chain to their
suppliers while claiming the reputational benefits of these improvements
as well as the commercial gains from their CSR stance. The growing
NGO movement and consumer campaigns are demanding that large
companies take responsibility for the entire supply chain.
Small tea and coffee growers and workers in India are in difficulty owing
to distortion of trade practices at both domestic and international levels
as well as control of MNCs over the global tea and coffee market. MNCs
are currently engaged in moving away from production processes and
limit themselves to organizing and managing commodities i.e. tea, coffee,
garments, footwear, consumer electronics. A core area of CSR is the role
and rights of workers. Fair wages, working hours and conditions, child-
Chapter I - Introduction
care centres, heathcare, redundancy, protection against unfair dismissals
etc have been the key issues which CSR policies have addressed.
by the Indian subsidiary of the Netherlands based
SKAL international.
Women workers constitute the majority in both large and small tea
gardens in India. Women are also stakeholders as customers, shareholders,
suppliers, supply chain workers, and community members. Despite
this, their role in decision-making processes is not frequently discussed.
Whether from a social justice, stakeholder or business case perspective,
CSR should systematically address the question of gender equality.
One of the biggest coffee producers in India, Tata
Coffee has also successfully implemented the
Social Accountability System (AS 8000: 2001) in
their plantation division, the curing division and
roasting and the grounding unit at Kushalnagar
and received a certificate issued by the Det Norske
Veritas. Apart from this, Tata Coffee is involved
in activities through the Coorg Foundation, a
charitable trust established by the company. Tata
Coffee has also been engaged with the small coffee
growers through its Small Growers’ Development
Scheme, started in 1985.
CSR policies that are currently being practiced in tea gardens give
rise to questions about whether the tea sector implements them for
economic reasons or because CSR policies have intrinsic merit. As
part of CSR trade initiatives big companies like Tata Tea Limited and
Hindustan Lever Limited have initiated various projects for the welfare
and economic benefits of their workers. There are other CSR initiatives
by PDS (Peermade Development Society, in Kerala), USTPA (United
Small Tea Producers Association, supported by Partners in Change in
Nilgiris), JustChange (Gudalur, Tamil Nadu) and TEAMFCO( Assam)
that promote CSR practices in the small holdings and help forge links
between big companies and the small tea sector. There are problems in
marketing organic tea in domestic as well as in international markets.
Though there is a lot of potential in domestic market itself, the lack of
different channels and options to expand the market are some constraints.
Fair Trade and Ethical Trade Initiatives have impacted small growers
positively, though it is more demonstrative in nature and may not be
able to replace the normal trade of tea. It is important to emphasize that
sustainability is a dynamic continuum and can best be perceived as an
ongoing process rather than a static achievement.
In South India, the United Nilgiris Tea Estates Co. and the Bombay
Burmah Trading Corporation (BBTC) were among the first companies
to convert some of their tea and coffee estates to the organic method of
cultivation. More recently, some area under Tata Coffee and the IBC
Group estates have been converted. The Poabs Organic Estate in Kerala,
growing coffee and tea, is certified organic since 2002. It is now identified
as the single largest multi-crop organic plantation in the world. Tea and
Coffee Boards in India have also initiated several steps to promote organic
coffee production in the country. In the coffee sector, Utz Kapeh certified
coffee is growing fast and has reached a substantial size in the sustainable
world coffee market. The Utz Kapeh certified coffee estates in India are
ABC Group, Tata Coffee Limited, Ottumani Estate, BCK Plantations,
B. Shettigeri, S. Kodagu, Bombay Burmah Trading Corporation Limited
and Manamboli-Savamalai Estate. The Utz- Kapeh certification is given
Recently, Solidaridad and Utz Certified have
started working together for jointly developing
and implementing the Utz Certified Global
Tea Code. In India, Solidaridad is facilitating
consultation with various stakeholders for the
implementation of India specific Utz code in
the tea industry. Solidaridad has initiated this
process in close partnership with local NGOs
and in close consultation with local stakeholders
like producers, Trade Unions, auction houses,
tea research institutes, academicians, government
agencies and small holders. Utz CERTIFIED
has initiated the move of developing a multistakeholder independent mainstream code to
enhance responsible practices across the tea supply
chain through its brand Pickwick. A draft code has
been developed based on Utz Certified coffee code
and Global GAP standards and after referring to
several other codes.
The code addresses sustainable production and
sourcing in a broad sense, covering good agricultural
practices, social and environmental issues, food
safety, quality improvement and traceability.
Since tea is produced both by smallholders and
large estates, Utz CERTIFIED will implement a
certification program that fits both the smallholders
and the large scale producers’ situation. The current
23
Consumer Survey on Sustainable Tea & Coffee Consumption
first draft of the code is designed for estates; an adapted version for smallholders will follow soon.
Review of Existing Literature
24
A review of the existing literature revealed that
research on the consumption and purchase
behaviour especially from the point of view of the
demand for sustainable products has increased in
the developed countries. Studies have focussed on
historical movements and developments in the
field of sustainable products and organic products; on agricultural practices; on examining the role of NGOs in marketing sustainable products; and on certification; on sustainability barriers, evaluating technology for sustainability; on sustainable product labelling; use of labelling information by the consumers and disposal of waste related to
consumption, marketing and purchase behaviour
and on sustainable procurement. Some of the
prominent studies in the area are briefly described
below.
Bodo B. Schlegelmilch et al. (1996) explored
five product categories and emphasized that
environmental considerations would no longer
take a back seat in purchasing decisions, since all
other evaluative criteria would become relatively
stable. According to them, a wider variety of
environmentally-responsible products and services
were likely to filter through into the marketplace.
The attitudinal component of the environmental
domain was observed to be the most important
predictor of green purchasing decisions. However,
in order to increase consumers’ attitudes towards
environmental quality, investigations were
necessary to ascertain how environmental attitudes
were formed.
A research on the influence of consumer behaviour
within the Spanish food retail industry (2001)
showed that the ’product type’’ variable influenced
food consumer behaviour. Processed products
were mainly purchased in supermarkets and
hypermarkets; while fresh products were mostly bought in traditional stores and open markets. The variables of age, educational level and work
status were important in deciding on a type of food retail establishment.
As age descended and educational levels rose, more respondents preferred
hypermarkets. As age increased and educational levels decreased, open
markets and traditional shops were preferred
A number of specific case studies were reported, e.g. Yerba Mate tea
by Skolnick, Sharon and Ruth (2000) and Thanksgiving Coffee Co. by
Satkofsky, Amy (2001).
Danse and Wolters (2003) studied the small and medium-sized
organisations in the Costa Rican coffee sector; Courville, Sasha (2003) examined the challenges and considerations in using sustainability
indicators for comparison purposes, using coffee supply chains in Mexico
and Costa Rica as case studies.
Raynolds, Laura T et al. (2004) examined the ongoing rapid expansion in
Fair Trade coffee networks linking Northern consumers with producers
in the global South. Giovannucci, and Ponte (2005), examined the
dynamics of this new configuration through the case study of sustainability
initiatives in the coffee sector. It addressed four questions: (1) Are these
standards effective in communicating information and creating new
markets? (2) To what extent did they embed elements of collective and
private interests? (3) Was the sustainability content actually delivered to
their intended beneficiaries? (4) What was the role of public policy in
addressing their shortcomings?
Brown (2008) focused on businesses in New Zealand that were prioritizing
sustainability. A paper by Lewis and Runsten (2008) examined the links
among low coffee prices, migration, and certified coffee production and
trade, drawing on a 2004 case study conducted in Oaxaca, Mexico.
Studies stressed that the international fair-trade movement was expanding
slowly but steadily (Auroi, 2003). Saravanan, Velayutham (2004) analysed
how the colonial project of establishing coffee plantations disturbed the
self-subsistent traditional tribal system, damaged the ecology, and resulted
in environmental decline in the Shervaroy hills of Madras Presidency
during the nineteenth century.
Lyon (2009) explored the local history and daily practice of sustainable
coffee cultivation among a group of Guatemalan small coffee growers
and investigated the extent to which these were accurately reflected in
certification standards and marketing.
The study by S. M. Philpot, et al. (2007) looked at the ecological
Chapter I - Introduction
(vegetation, ants and birds) and economic (yield, revenue) aspects of
coffee growing for eight cooperatives in Chiapas, Mexico. Farms were
certified organic, organic and Fair Trade, or uncertified. Farmers with
organic or organic and fair trade certification did not always have higher
revenues than uncertified farms, partly due to the costs associated with
certification programmes and the differing market prices between the
two years of the study. When market prices increased, the premiums for
organic coffee rose, but the premium for Fair Trade coffee did not.
Yates (2008) focussed on the consumer perspective
of sustainable consumption. The study found that
growing numbers of individuals willing to embrace
sustainable consumption were finding it hard to
translate this into action. It identified concerns
around consumer behaviour and sustainable
consumption
that
prevented
sustainable
consumption policies from achieving their aims.
Linton, (2005) reasoned that the movement to promote coffee produced
in a sustainable way was one of many efforts aimed at linking social
responsibility and market capitalism. In 2008, he conducted a critical
review of many sustainability projects and their outcomes, including two
examples of smallholder farmer-NGO collaborations that had yielded
positive results.
Mark Hidson (2008) advocated that Sustainable
Public Procurement (SPP) improved the efficiency
of public procurement and at the same time used
public authority market power to bring about
major environmental, social and economic benefits
locally and globally.
Chakraborty and Srivastava(2008) discussed the key issues related to
market access, particularly the impact of environmental measures on the
access from an Indian perspective in case of marine products and tea.
Neil Jones (2007) stated that getting into sustainable
procurement was not easy. During research, he
came across large companies tackling common
obstacles -- many of which were also drivers of
sustainable procurement, like establishing CSR
targets, sharing knowledge with suppliers, working
with non-governmental organizations and charities,
making amendments to contracts, and improving
processes, products, packaging, and personnel
development.
Fridell et al. (2008) found that capitalist agriculture was highly
exploitative of the producers and the environment. The study revealed
that the Fair Trade movement attempted to mitigate this exploitation,
by baiting corporate actors into the arena of ’ethical production’. In the
coffee industry, major corporations discredited fair trade and branded
themselves as ethical. While falling well short of addressing the real
demands of the movement, the resulting proliferation of ’ethical’ labels
threatened to destroy fair trade’s own ethical brand.
Morgan and Birtwistle (2009) investigated young fashion consumers’
disposal habits. Seonaidh McDonald et al. (2009) compared sustainable
consumption patterns across product sectors. Ayse and Uar(2008)
studied the Turkish academic staffs’ perception of organic foods. MeiFiang Chen (2009) studied the attitude toward organic foods among
Taiwanese as related to health consciousness, environmental attitudes,
and the mediating effects of a healthy lifestyle. Peter Jones, et al (2008)
focussed on sustainable food retailing.
Baker and Ozaki (2008) focussed on the influence of pro-environmental
products on consumer purchase decision and investigated if marketing
and branding techniques could help establish green brands and
introduce greener patterns of consumption into contemporary lifestyles
in the current context. The paper reviewed consumer behaviour and
advertising to identify how consumers could be persuaded to opt for
greener products.
Some significant research on tea was published by
the National Tea Research Foundation (NTRF) on
issues related to the cultivation, soil conservation
and quality improvement in India. A listing is
produced in references.
Thus, the above reveals that a lot of research has
been undertaken on labelling, certification, and
different aspects related to the consumption and
marketing of sustainable tea & coffee in countries
other than India. The emphasis on the marketing
of certified tea & coffee in India is rather low and
hence there is a need to focus on this aspect.
25
Consumer Survey on Sustainable Tea & Coffee Consumption
consumption and in particular, consumption of sustainable tea &
coffee, the present study was undertaken.
CHAPTER II
RESEARCH METHODOLOGY
26
T
he Nielsen Global Online Consumer
Survey, by Nielsen Customized Research,
was conducted in April 2008 among
28,253 internet users in 51 markets from
Europe, Asia Pacific, North America and
the Middle East to provide insight into the
major concerns of consumers and consumers’
attitudes across the globe towards company
ethics and corporate responsibility. The survey,
for example, found that just over a third of
New Zealand consumers (33%) considered it very important for companies to improve their
environmental policies, compared to half the
world’s consumers (51%) and only 22 percent of New Zealanders thought it was very important to
improve other programmes that contributed to
improving society when globally the average was
a much higher 42 percent. According to Nielsen,
Latin American consumers were the world’s
most socially aware, while North Americans
consistently lagged behind the global average.
Four in five (81%) Mexicans thought it’s very important that corporations acted to improve
the environment, and 54 per cent considered
it very important that companies supported
social causes. Mexicans (65%) also topped global rankings for believing it very important that
groceries were not manufactured using unethical
labour practices. The study emphasized the
concerns world over in encouraging sustainable
practices in production, consumption and
procurement. In order to gauge the concerns
of Indian consumers towards sustainable
Objectives of the study
The study was conducted with the following objectives in mind
1. To identify the existing consumption and purchased behaviour of
consumers both institutional and individual with respect to tea and
coffee
2. To assess the awareness of Indian consumers on sustainability issues
related to consumption of tea and coffee in order to determine the
demand for UTZ CERTIFIED tea & coffee.
3. To contribute in the process of developing India specific
Solidaridad’s UTZ Certification Code for the tea sector.
Data collection
Primary data was collected with the help of a survey amongst individual
and institutional consumers. The personal interview approach was
selected to ensure that respondents could be individually approached
and data could be collected speedily. Moreover, the nature of information
being sought required a one to one approach.
Two questionnaires were designed, one for institutions and another for
individuals. The institutional questionnaire aimed at determining the
institutional arrangements currently in place for supply of tea & coffee
within an organization, its procurement policies, factors considered in
selecting a brand for tea & coffee, awareness regarding sustainable tea &
coffee, willingness on the part of organisations to purchase such tea &
coffee and the problems they were likely to face in adopting it.
The individual questionnaire sought responses from individuals to
determine their existing consumption and purchase behaviour for tea
& coffee, the factors influencing their purchase, levels of awareness
regarding sustainable coffee and tea, whether they were willing to
purchase sustainable brands of the two beverages and the problems they
were likely to face in adopting them. Copies of the two questionnaires are
attached in Appendix 6
Sample selection
It was decided to include respondents from two different cosmopolitan
cities i.e. Delhi and Bangalore as respondents here were fairly educated
and well to do. They were exposed to foreign brands and were expected to
Chapter II - Research Methodology
be familiar with the issues related to sustainable consumption.
Sample size
The segments of industry and business chosen for the survey were those
that were expected to be consuming tea & coffee in large quantities and
included select tea and coffee buying companies, public and private
procurement agencies (including finance/banking, IT/BPO, education
and hospitality). Individuals targeted through the survey were urban
consumers belonging to different age groups.
Though it was decided initially to obtain data from
25-30 institutions and 500 individual consumers
through personal interviews, the survey revealed
that many institutions approached did not feel that
the decisions regarding tea and coffee were very
significant. It was not easy to get appointments
with the busy executives of institutions and
therefore, data was collected from 20 institutions
and 520 individual consumers, but not necessarily
belonging to the institutions selected for the
survey. A brief description of both the samples is
provided below.
As this was a high-end survey, and it was important to collect quality
responses, the facilities managers of companies were contacted for response
to the institutional survey questionnaire. The managers then requested
their team members to respond to the individual survey questionnaires.
Initially the effort was to collect data from individuals working in the
institutions which were approached. However, all institutions did not
give permission for employees to be questioned in the office premises.
Further, it was also difficult to get responses from institutions because
supply of tea and coffee within the organizations were mostly outsourced
to the canteen contractors or they had vending machines, which were
installed by suppliers, and the institution itself played a limited role in
procurement. Though it was initially agreed to treat the institutional
and individual questionnaires as a package, it was in practice, not
possible to get permission to enter the premises to personally interact
with the employees. Therefore, the field researchers were instructed
to get the individual questionnaires filled outside of the institutions,
from respondents working in institutions within the listed sectors. They
were further instructed to aim to achieve adequate representation from
different sectors and different demographic backgrounds.
The survey was conducted over seven weeks both in Delhi and Bangalore
both at the institutional and individual levels. Around 65 institutions
were approached for the survey. These included banks, IT companies,
airlines, airline catering companies, educational and management
institutions, hotels, tea and coffee café chains, insurance cum banking institutions and media houses.
The questionnaires generated a lot of interest among individual
respondents. Personal interaction with facilities and procurement
managers of some companies yielded very favourable results and they
were not only interested in the concept of sustainable tea and coffee, they
were also keen to know about sources from where such products could be
sourced. While the hotels expressed interest in using the products, the
others were happy that their understanding had been enhanced.
Data Analysis
The data was tabulated and cleaned. The analysis
focussed only on obtaining frequencies and
descriptive statistics. Cross tabulations were used
to explore whether special relationships existed.
Sample description: individual
consumers
The sample was selected in a way to represent
different gender, age, education, occupation and
family income categories.
Gender: Out of a total of 520 individuals surveyed,
262 were females and 258 males (Fig. 2.1). There
was, thus, an almost equal representation of both
the sexes.
Fig.2.1: Gender composition of the sample
27
Consumer Survey on Sustainable Tea & Coffee Consumption
Age: Out of the total number of respondents, forty
percent belonged to the 18 to 25 years age group; twenty seven percent to the 26-­35 years age group; 15 percent to the 36 to 45 years age group; twelve percent were from the 46-55 years and six percent
were above the age of 55 years (Fig. 2.2).
Fig. 2.2 Age composition of the sample
Fig 2.4: Educational qualifications of respondents
Frequency
14%
2%
19%
1 completed
school
2 undergraduate
3 graduate
25%
4 postgraduate
Age composition
40%
28
5 prof essional
6%
12%
1 18-25
40%
2 26-35
3 36-45
15%
4 46-55
5 55+
27%
Occupation: 20 per cent were occupied as students; nine per cent as housewives; 32 percent were in private jobs; eight per cent were businessmen; 18 per cent were professionals and five per cent had retired from active service. Only one per cent worked with the government.
(Fig. 2.5)
Fig. 2.5: Occupational status of respondents
Geographical area: The respondents were almost
equally divided between Bangalore and Delhi.
(Fig. 2.3)
Fig. 2.3 Geographical distribution of the sample
1%5%
18%
4 pvt job
9%
1%
32%
51%
49%
2 housew ife
3 govt service
8%
Geographical distribution
1 student
26%
5 business
6 profession
7 unemployed
8 retired
Banglore
Delhi
Education: Out of the 520 respondents, most were
well educated. Only twenty one percent were not
graduates. As many as forty percent were graduates,
another 25 percent post graduates and fourteen
percent possessed professional qualifications. (Fig.
2.4)
Income: The respondents belonged to different income groups. A total
of 68 percent were from families whose income was up to Rs. 5 lakhs . 15
per cent reported income ranging between Rs. 5-­7 lakhs; another eight per cent reported family income between Rs. 7- 10 lakhs and only nine
percent belonged to families with income above Rupees 1 million. ( Fig.
2.6)
Chapter II - Research Methodology
Fig. 2.6: Family income of respondents
Education
(In Rupees)
9%
• Delhi College of Engg
• B Vidyapeeth • Rai Business School
8%
36%
1<3 l ak hs
2 3 - 5 l ak hs
15%
3 5- 7 l ak hs
4 7- 10 l ak hs
5 ab o v e 10 l ak hs
32%
Sample description: Institutional consumers
Twenty institutional respondents provided data for the survey belonging
to the different sectors listed below:
Hospitality
• • • • Taj West End
East India Hotels (Oberoi Hotel)
ITC Gardenia
TajSats Airlines
• Kingfisher Airlines
Banking and Insurance
• AXIS Bank
• HDFC Bank
BPOs and software
• • • • • • COMMITS
California Software
Zenith Software
Wipro
HCL
Prime Site
Media
• Radio City 91.1 FM
• Mudra Communications
29
Consumer Survey on Sustainable Tea & Coffee Consumption
Change of brand/source of supply
Chapter III
Consumption and Purchase of Tea
& Coffee: Individual Consumers
30
T
Further, the results (Fig 3.2) revealed that 52 per cent of the individuals
had neither changed the brand nor the source of supply. Another 46 per
cent agreed that they had changed the brand of tea & coffee consumed
by them.
Fig. 3.2: Changing the brand/source of supply
yes
his chapter reports the results of the survey
pertaining to individual consumers and
identifying the existing consumption of
tea & coffee and their purchase behaviour, their
preference for the consumption of tea & coffee,
frequency of consumption, sources of purchase,
the factors influencing the selection of brands
and the sources of information used by them in
obtaining information about tea or coffee.
Preference for tea & coffee
The survey revealed (Fig. 3.1) that only five per
cent respondents preferred
no
Frequency of consuming tea & coffee
The consumers were asked to specify the quantity of tea & coffee
consumed by them from the following options: less than two cups; between 2-­4 cups; between 4-­6 cups and more than six cups. Fig. 3.3a: Frequency of consumption: Tea
(cups per day)
6%
4%
Fig. 3.1: Preference for tea & coffee
< 2 cups
47%
2-4 cups
4 cups-6
> 6 cups
43%
F r e qu e nc y
5%
37%
31%
1T e a
Fig. 3.3b: Frequency of consumption: Coffee
2 C o f f ee
(cups per day)
1%
3 B ot h
4%
4 N o ne
27%
29%
< 2 cups
2-4 cups
4 cups-6
> 6 cups
neither tea nor coffee. 64 per cent mostly preferred
either tea or coffee and the remaining thirty one
percent preferred both the beverages.
66%
The survey revealed (Fig. 3.3a) that 47 per cent of the selected consumers
were drinking less than two cups of tea in a day and 43 per cent were
drinking between two to four cups of tea per day. Only six per cent were
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
heavy drinkers who consumed between four to six cups and four per cent
consumed more than six cups of tea in a day.
Similarly, 66 per cent of the individuals drank less than two cups of
coffee in a day and another 29 per cent consumed two to four cups (Fig.
3.3b). Only four per cent reported that they drank more than four cups
of coffee in a single day and one per cent drank more than six cups per
day.
Fig. 3.7: Coffee consumption among age groups
(cups per day)
200
age
100
18-25
Consumption by gender
26-35
The survey revealed different consumption patterns of tea & coffee
amongst men and women (Fig. 3.4 and 3.5).
Fig. 3.5: Coffee
Consumption by Gender
(cups per day)
200
300
200
100
100
gender
Count
Count
gender
male
female
< 2 cups
2-4 cups
4 cups-6
46-55
55+
0
< 2 cups
2-4 cups
4 cups-6
> 6 cups
freq coffee
Fig. 3.4 Tea Consumption
by Gender
(cups per day)
0
Count
36-45
male
0
> 6 cups
female
< 2 cups
2-4 cups
4 cups-6
> 6 cups
The largest consumers of tea and coffee were found
in the age group of 18-36 years. Their consumption
varied from less than two cups to a maximum of
four cups per day. The survey also revealed that the
consumption of both the beverages declined with
age. More people in the age group of 45-55 years
drank tea as compared to coffee. Very few people
consumed more than four cups of tea & coffee.
Consumption by geographic area
Consumption amongst age groups
The consumption of tea & coffee was higher
amongst consumers in Delhi in terms of the
numbers of consumers as compared to those in
Bangalore. However, consumers in Bangalore
drank more cups of tea & coffee as compared to
those in Delhi (Fig. 3.8). Further, a larger number
of consumers drank two to four cups of tea &
coffee in Bangalore.
The consumption of tea & coffee was found to vary amongst different
age groups. The results are displayed in figures 3.6 and 3.7.
Fig. 3.8: Tea consumption by geographical area
(cups per day)
frequency tea
freq coffee
Differences were found in the consumption of tea and coffee within and
between genders (Fig. 3.4). More women consumed less than two cups
of both tea and coffee than men; but more men consumed 2-­4 cups of tea and coffee than women. Thus, men consumed more of both tea and
coffee as compared to women.
200
Fig. 3.6: Tea Consumption among age groups
200
(cups per day)
age
100
100
18-25
26-35
city
46-55
55+
0
< 2 cups
frequency tea
2-4 cups
4 cups-6
> 6 cups
Count
Count
36-45
Banglore
Delhi
0
< 2 cups
frequency tea
2-4 cups
4 cups-6
> 6 cups
31
Consumer Survey on Sustainable Tea & Coffee Consumption
Fig. 3.9: Coffee Consumption by geographic area
(cups per day)
Fig. 3.11: Coffee consumption among different educational groups
(cups per day)
200
300
200
education
100
100
completed school
32
Count
city
undergraduate
Banglore
graduate
< 2 cups
2-4 cups
4 cups-6
Count
Delhi
0
> 6 cups
postgraduate
professional
0
freq coffee
Thus, the quantity of consumption in a particular
area was dependent not only on the number of
individuals consuming the two beverages but
also by the actual quantity of the two beverages
consumed by them.
Consumption and level of education
The consumers were classified into the following
educational qualifications-completed school,
undergraduate, graduate, post graduate and
professional.
Fig. 3.10: Tea consumption amongst differently
educated
(cups per day)
< 2 cups
2-4 cups
4 cups-6
> 6 cups
freq coffee
An examination of the educational qualifications of consumers revealed
that even amongst different educational groups the consumption of tea
& coffee varied from being low (less than two cups) to moderate (2-4
cups). Most individuals consumed less than two cups of tea & coffee
in a single day. More consumers drank 2-4 cups of tea than 2-4 cups of
coffee.
Consumption and Occupation
The occupations were categorised into the following—students, housewife,
government service, private job, business, profession, unemployed and
retired. The findings suggest that consumption of tea & coffee was the
highest amongst those who worked in the private sector, students and
professionals.
Fig. 3.12: Consumption of tea amongst different occupational groups
(cups per day)
120
140
120
100
100
occupation
student
80
education
60
completed school
80
housew ife
govt service
60
pvt job
undergraduate
40
40
business
graduate
postgraduate
professional
0
< 2 cups
2-4 cups
frequency tea
4 cups-6
> 6 cups
profession
20
Count
Count
20
unemployed
0
retired
< 2 cups
frequency tea
2-4 cups
4 cups-6
> 6 cups
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Fig. 3.13: Coffee consumption among different occupations
140
Fig. 3.15: Coffee consumption by different
income groups
160
120
occupation
100
140
student
120
housew ife
80
govt service
60
100
pvt job
income
80
business
40
<3 lakhs
60
profession
3-5 lakhs
Count
20
unemployed
40
< 2 cups
2-4 cups
4 cups-6
5-7 lakhs
Count
retired
0
20
> 6 cups
7-10 lakhs
above 10 lakhs
0
freq coffee
< 2 cups
Consumption and income
2-4 cups
4 cups-6
> 6 cups
freq coffee
The respondents belonged to six income levels. The total annual family
income and not income of individuals was considered for the purpose of
the survey. The income was classified into the following categories: less
than 3 lakhs; 3-­5 lakhs; 5-­7 lakhs; 7-­10 lakhs and above ten lakhs. A large number of respondents belonged to family income of upto 5 lakhs. The
results (in Fig. 3.14 and Fig. 3.15) reveal that more consumers belonging
to the income level of up to 5 lakhs per annum consumed both tea &
coffee but their consumption was largely restricted to less than two cups
per day. The consumption of tea was higher as compared to consumption
of coffee even amongst consumers reporting family incomes above 5
lakhs per annum.
Fig. 3.14: Consumption of tea among different income groups
120
100
80
income
60
<3 lakhs
40
3-5 lakhs
The individuals from all income groups consumed
tea more frequently than coffee.
Thus, the consumption of tea and coffee varied
with demographic factors like gender, education,
income, occupation and area of residence. These
factors should be considered in segmenting the
market and selecting appropriate strategies to
approach them.
Source of supply
In order to assess whether the consumers purchased
tea from a single supplier and were therefore loyal
to the supplier, they were asked to specify whether
they bought tea & coffee from a single source or
from multiple sources. The survey revealed that,
the consumers were divided almost equally into
those using single source and those using multiple
sources for purchasing tea & coffee.
Fig. 3.16: Loyalty to source of supply
multiple sources
5-7 lakhs
Count
20
7-10 lakhs
0
above 10 lakhs
< 2 cups
2-4 cups
4 cups-6
> 6 cups
single source
frequency tea
33
Consumer Survey on Sustainable Tea & Coffee Consumption
The relationship between store loyalty and demographic factors was
examined. The results are presented in Fig. 3.17 (a-f). They reveal the
variation in loyalty in selecting suppliers on the basis of gender, age and
area of residence.
Fig. 3.17: Supplier loyalty and demographics:
a) Gender
d) Education
70
60
34
60
50
50
40
40
education
30
30
completed school
20
undergraduate
20
10
male
0
female
single source
graduate
Percent
Percent
gender
10
postgraduate
professional
0
multiple sources
single source
single
multiple sources
single
b) Age
e) Occupation
80
80
60
60
occupation
student
The findings revealed that more women used
multiple sources; and that while the young used multiple sources of supply for purchasing tea &
coffee, this tendency reduced with age. People
patronised a single supplier as they grew older.
Another interesting indication was that more
people in Bangalore used multiple sources as
compared to those in Delhi. More consumers in
Delhi visited the same supplier.
The impact of education and income on supplier
loyalty revealed that higher education positively
influenced the use of multiple suppliers.
Professionally educated, however, were found to
be purchasing from a single supplier.
The occupational status also influenced store
loyalty. The findings suggested that consumers
belonging to the categories of students, people
in private jobs and professionals used multiple
sources to purchase their requirement of tea /
coffee. The unemployed and the retired, however,
purchased more from a single source. This finding
supported the findings on age.
housew ife
age
40
govt service
40
pvt job
18-25
business
26-35
20
20
46-55
s ingle s ourc e
unemployed
retired
0
55+
0
profession
Percent
Percent
36-45
single source
m ultiple s ourc es
multiple sources
single
single
c) City
Type of supplier
f) Income
70
120
60
100
50
80
40
income
60
30
<3 lakhs
40
3-5 lakhs
20
Percent
city
5-7 lakhs
Banglore
0
Delhi
single source
Count
20
10
7-10 lakhs
0
above 10 lakhs
single source
multiple sources
single
single
It was also observed that the use of single or
multiple suppliers was not influenced by the
income of the family except in case of consumers
whose income was above Rs. 10 lakhs. Such
consumers used multiple supply sources to
purchase their requirements of tea & coffee.
multiple sources
As expected, most individual consumers
purchased tea & coffee from retailers (Fig. 3.18).
Only about 6 percent individuals purchased
from wholesalers. Thus, only those who needed
to buy larger quantities were likely to approach
wholesalers. Very few consumers purchased
imported tea & coffee.
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Fig. 3.18: Type of supplier used for purchase
Import
Manufacturer
w holesaler
Price
Price is an important consideration in most purchase
decisions. In case of tea and coffee, the results revealed that
it was an important consideration for about 35-40 percent
respondents (Fig. 3.22). A large number of consumers were
indifferent to price in the purchase of the two beverages.
Fig. 3.20: Importance of price tea & coffee
Tea
Retailer
Form of purchase
The consumers could purchase tea or coffee, in the following
forms:branded packet, branded loose, unbranded, and
retailers’ brand. The results (Fig. 3.19) indicated that a
majority of the consumers purchased branded packet tea &
coffee. Some also purchased branded loose tea & coffee but
very few bought the retailers’ blends. Very few consumers
purchased unbranded tea & coffee.
Fig. 3.19: Form of purchase
Coffee
not important at all
not important at all
not so important
not so important
highly important
35
highly important
important
important
indifferent
indifferent
Only approximately 10 per cent respondents reported that
price was not at all an important consideration in their
purchase decision.
Quality
retailers, brand
unbranded
branded loose
Quality of tea & coffee was ranked highly important by
more than half of the respondents. None considered it as
unimportant and only three per cent were indifferent to the
quality of tea. (Fig. 3.23)
branded packet
Factors influencing purchase of tea & coffee
Fig. 3.21: Importance of quality
Tea
Coffee
not important at all
not so important
not so important
In selecting tea & coffee, the consumers may be considering
some factors. In order to identify factors that were most
important to them, they were asked to rank the selected
factors on a five point scale varying from highly important to
not important at all. These factors were price, quality, taste,
flavour, environmental concerns, social concerns, impact
on health, family preferences, peer acceptability, familiarity
with the supplier, reputation of the supplier, certification
mark and promotions and discounts. The results for each of
the factors are discussed below, first individually and then
comparatively.
indifferent
indifferent
highly important
highly important
important
important
Quality of tea & coffee in terms of whether it was full leaf, or
small leaf or dust tea or coffee granules was important for all
those who consumed it. A very insignificant number reported
that it was not an important consideration. However, more
people were indifferent to the quality of coffee than to the
quality of tea. This was because the frequency of consuming
tea and coffee differed.
Consumer Survey on Sustainable Tea & Coffee Consumption
Taste
Taste in terms of whether the beverages were strong or mild,
also emerged an equally important factor in the purchase of
both tea and coffee.
coffee drinkers. About 20 percent reported an indifference
to the importance of the factor in their choice of the two
beverages.
Fig. 3.24: Importance of environmental concerns
Tea
Fig. 3.22: Importance of taste
Coffee
not important at all
Tea
Coffee
not important at all
not so important
not so important
indifferent
not so important
highly important
not important at all
not so important
highly important
36
indifferent
important
highly important
highly important
important
indifferent
indifferent
important
important
A small percentage of respondents considered it not very
important but none were indifferent to this attribute. More
people were indifferent to the taste of coffee as compared
to the taste of tea which was a more frequently consumed
beverage.
Social concerns
This factor was important for about 20 per cent consumers
and highly important for only half out of them. An
almost equal number reported indifference towards social
concerns.
Fig. 3.25: Importance of social concerns
Tea
Flavour
Coffee
not important at all
This emerged to be quite an important factor in the purchase
of both tea and coffee (Fig. 3.23). Since coffee was consumed
less frequently and generally outside home, flavour was less
important in influencing choice of coffee as compared to the
flavour of tea.
not so important
not important at all
highly important
not so important
highly important
important
important
indifferent
indifferent
Fig. 3.23: Importance of Flavour
Impact on Health
Tea
Health was found to be an important factor in selecting tea
& coffee for consumption. Fewer people were found to be
indifferent to this factor.
Coffee
not important at all
not important at all
not so important
not so important
indifferent
indifferent
highly important
highly important
Fig. 3.26: Importance of impact on health
Tea
Coffee
not important at all
not important at all
not s o important
not so important
highly important
important
important
Environmental concerns
The importance attached to environmental concerns shows
that the factor found favour with 40 per cent of surveyed tea &
highly important
indifferent
indifferent
important
important
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Family
Supplier familiarity
Family plays an important role in developing a preference for consumption
of the two beverages and initiates the members to the brands. The brand
of tea consumed in the early years conditions expectations regarding taste,
flavour and quality and through this, exercises an important influence
on future consumption and purchase behaviour. The survey revealed that
as many as 45 per cent (Fig. 3.27) of the respondents considered that the
family’s preferences were very important or important in deciding about
the consumption of tea & coffee. For only 10 percent respondents, the
family was not important and another 10 percent were indifferent to the
role family played in decisions regarding tea & coffee.
Familiarity with the supplier was not found to be
very important criteria for the majority of those
surveyed (it was considered important for about 15
per cent respondents only). This can be attributed
to the fact that most people were buying only
branded tea & coffee and that they were already
aware of the brands and therefore, the retailer
had only a limited role to play in recommending
a brand.
Fig. 3.27: Importance of family
Tea
Coffee
Fig. 3.29: Importance of familiarity with the
supplier
Tea
not important at all
not important at all
not so important
highly important
not so important
indifferent
not so important
not important at all
highly important
highly important
important
important
important
indifferent
indifferent
Coffee
Peers
not important at all
Peers were found to be playing a less important role in the choice of tea
& coffee as a majority of the consumers were either indifferent or did
not consider them
not so important
highly important
important
Fig. 3.28: Importance of peers
Tea
Coffee
not important at all
not so important
n o t i m p o rta n t a t a l l
highly important
n o t s o i m p o rta n t
important
indifferent
h i g h l y i m p o rta n t
i m p o rta n t
Reputation of the Supplier
For the same reasons, a similar response was
obtained for considering the reputation of the
supplier as a factor in the selection of tea & coffee
(Fig. 3.30)
indifferent
important in the selection of a brand for tea & coffee.
i n d i ffe re n t
37
Consumer Survey on Sustainable Tea & Coffee Consumption
Fig. 3.30: Importance of reputation of the
supplier
Tea
not important at all
not so important
highly important
important
Promotions and discounts
For about 25 percent of the respondents, promotions and discounts
were important, but the rest were either indifferent to them or did not
consider them to be important.
Fig.3.32: Importance of promotions and discounts
Tea
Coffee
not important at all
highly important
indifferent
38
not important at all
Coffee
highly important
not so important
not so important
important
important
not important at all
highly important
not so important
important
indifferent
indifferent
Thus the suppliers do not appear to play a significant
role in the purchase of branded tea & coffee.
Tea certification
The survey revealed that consumers in India were
almost equally divided on whether certification
of tea & coffee was an important criteria in their
purchase of the two beverages (Fig. 3.31).
indifferent
The findings suggest that once a brand of tea & coffee is selected,
promotional and discount schemes may motivate only a few consumers,
if they promise substantial benefits. This again indicates that taste, quality
and flavour are so important that promotional efforts of the sellers are
unable to make a substantial dent in changing the choice of consumers.
A summary of the importance assigned to each of the factors is presented
in Table 3.1.
Table 3.1: Summary of importance of factors* influencing choice of
tea & coffee (percentage)
Fig. 3.31 Importance of certification
Tea
1
2
3
4
5
6
7
8
9
10
11
12
13
Tea
1 highly
important
16
52
49
39
20
12
28
15
5
4
7
26
10
2
important
25
11
15
21
19
22
25
32
15
16
18
28
18
Total
41
63
64
60
39
34
53
47
20
20
25
54
28
3
19
20
8
11
19
21
21
5
17
2
5
8
2
3
14
14
11
3
11
2
3
2
4
12
10
8
3
9
7
11
4
7
26
24
19
6
20
not important at all
not so important
highly important
indifferent
important
Coffee
not important at all
not so important
highly important
indifferent
important
3
13
indifferent
4 not so
important
7
5 not
important
at all
4
Total
11
2
1
1
2
Chapter III - Consumption and Purchase of Tea & Coffee: Individual Consumers
Coffee
1
2
1 highly
important
13
45 45 35 19 11
2
important
27
Total
40
54 54 51
37 30
44
40 18 19 23
45 26
3
indifferent
6
2
4
14 17
8
9
15 15 16
5
14
4 not so
important
6
1
3
4
2
3
12 11 10
2
9
5 not
important
at all
4
2
5
2
4
11 11 7
4
7
Total
3
4
5
6
7
8
9
10 11
12
22
13
6
5
22 10
5
13
Fig. 3.33: Sources of information: tea and coffee
Source of information:friends
9
9
16
18 19
22
27
12 14 18
23 16
not important at all
highly important
not so important
2
important
39
indifferent
Source of information:Radio
highly important
10
2
1
5
9
4
7
23 22 17
6
16
not important at all
important
*Key to factors:
not so important
1.
2.
3.
4.
5.
6.
7.
Price
Quality
Taste
Flavour
Environmental concerns
Social concerns
Health concerns
8.
9.
10.
11.
12.
13.
Family
Peers
Supplier familiarity
Supplier reputation
Certification
Promotion Schemes
The five most important factors in the purchase of brand for tea & coffee
were taste, quality, flavour, certification, and impact on health. Family
and price were also important considerations but the environmental
or social concerns were not very important. Promotions and discounts,
supplier familiarity, reputation of the suppliers and peers were the least
important factors in the purchase decision.
indifferent
Source of information:Family
not important at all
not so important
indifferent
important
Sources of Information
It is important to know what sources are used to obtain information
on various brands of tea and coffee. The respondents were requested
to identify the sources from the following alternatives- friends, family
members, print advertisements, radio, television, web advertisements,
promotional campaigns and events, case studies and research reports,
and comparative testing reports. The results are reported in Fig. 3.33.
highly important
Source of information:Television
not important at all
highly important
not so important
indifferent
important
Consumer Survey on Sustainable Tea & Coffee Consumption
Source of information:Print Media
Source of information:Comparative Testing Reports
not important at all
highly important
not important at all
highly important
not so important
important
not so important
important
indifferent
40
indifferent
Source of information:Internet
highly important
not important at all
important
not s o important
indifferent
Source of inf ormation:Adv ertisements
not important at all
not s o important
highly important
important
indifferent
Source of information:Research Reports
not important at all
not so important
indifferent
highly important
important
The survey revealed that family was the most important source of
information on brands of tea & coffee, followed by television and
print media. After these, came the advertisements and the more
technical and reliable sources like comparative test reports, and research
and development reports. Radio was the least important source of
information in the consumption of tea & coffee. These findings have
important implications for creating awareness campaigns. The next
chapter examines the institutional consumption and purchase practices
regarding tea and coffee.
Chapter IV - Consumption and Procurement of Tea & Coffee: Institutional Consumers
1.
2.
3.
4.
CHAPTER IV
CONSUMPTION AND PROCUREMENT
OF TEA & COFFEE: INSTITUTIONAL
CONSUMERS
T
he survey of institutions revealed that though the two
beverages, tea and coffee could be served both in hot and cold
versions, only three organisations reported that cold coffee was
served and two reported that cold tea was available. The remaining
organisations served the two beverages hot.
Lump sum monthly contribution
Price per cup paid at the canteen
Do not pay at all
Payment beyond a certain minimum no of
cups
5. Deduction from salary
6. Subsidised price
In most institutions, (Fig. 4.1) the employees had
to make a lump sum contribution for consuming
the two beverages; in a large number of cases the two beverages were also supplied free of cost to
the employees Only a few employees had to pay a
subsidised price for consuming tea & coffee
Fig. 4.1 Modes of payment for tea & coffee
How institutions supply tea/ coffee
Subsidised price
There are various ways in which tea & coffee is provided in different
institutions and departments. The survey revealed (Table 4.1) that
No payment
Monthly contribution
Table 4.1: Modes of institutional tea & coffee supply
Frequency
Percent
By a canteen run by
employees
2
11.8
By an outsourced
canteen
4
23.5
Automatic vending
machines
7
41.2
Personal attendant
2
11.8
Own arrangement
2
11.8
Total
17
100
automatic vending machines were the most popular followed by supply
by an outsourced canteen as the second important way in which tea &
coffee were made available to the employees of institutions.
Mode of payment
It was important to identify how employees paid for the tea and coffee
consumed in the institution during working hours. The institutions were
requested to select from the following modes.
Quantity of tea & coffee purchased
The survey revealed that in case of the selected
organisations, the quantity of tea & coffee
purchased varied from up to twenty kg of tea &
coffee per month to more than 100 kg of the two
beverages per month.
Fig. 4.2 Quantity of tea & coffee purchased
(k.g. per month)
12
10
No of organisations
Mode of supply
8
tea
6
coffee
4
2
0
0--20
21-50
51-100
quantity purchased (kg)
101-200
41
Consumer Survey on Sustainable Tea & Coffee Consumption
In most institutions, the quantity of tea purchased
was higher than the quantity of coffee.
Source loyalty
42
The institutions were requested to provide
information on whether they purchased the two
beverages from a single or multiple sources. A
majority of the institutions were found to use a
single source to obtain supplies of tea & coffee.
Fig. 4.3 Institutional source loyalty
concerns, impact on health, peer acceptability, familiarity with the
supplier, reputation of the supplier, certification mark, and promotion
and discounts.
The survey revealed that there were small variations in the importance
assigned to the various factors used for selecting tea & coffee; e.g., price was a more important factor in purchasing coffee than tea. In general, the
most important factors were the concern about impact of consumption
of tea & coffee on the health, and therefore, concern for quality for both
tea & coffee was high; the flavour in case of coffee and certification for both tea & coffee were the other important parameters in the decision to
purchase the two beverages. (Table 4.2)
Table 4.2 Factors* influencing institutional purchase of tea & coffee
29%
Tea
single
multiple
1
4
5
6
7
39
25
17
50
29 39
50
50
50
42
Total
40 93 86 78
75
67
indifferent
55 7
25
33
highly
5
important
2
3
80 57
important 35 13
71%
Source of purchase
Majority of the institutions bought their supplies of
tea & coffee from the wholesalers (Fig. 4.4) as these
supplies were purchased in bulk.
Figure 4.4 Institutional sources of purchase
manufacturer
14
15
not so
5
important
8
10
11
12
8
42
8
38
33
42
23
100 42
38
41
84
31
25
38
33
8
31
25
15
17
8
9
8
8
15
33
24
25
8
38
8
9
10
11
12
9
36
8
8
not
important
at all
8
9
23
Total
5
Coffee
1
2
3
4
highly
important
29
85
61
42 27 9
45
important
43
15
31
42 55 55
55
42 46
36
46
17
Total
72
100 92 84 82 64
100
42 46
45
82
25
indifferent
21
33 18
27
9
33
not so
important
7
17
18
retailer
w holesaler
A small number of institutions also purchased from
retailers and directly from the manufacturers.
Factors influencing purchase of tea &
coffee
The following factors were included: price, quality,
taste, flavour, environmental concerns, social
8
8
5
6
18 36
7
27
25
Chapter IV - Consumption and Procurement of Tea & Coffee: Institutional Consumers
Coffee
1
not
important
at all
Total
2
3
4
5
8
7
8
6
7
8
9
10
11
12
8
9
9
9
17
25 36
27
9
42
* Key to factors:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Price
Quality
Taste
Flavour
Environmental concerns
Social concerns
Health concerns
Peers
Supplier familiarity
Supplier reputation
Certification
Promotion Schemes
The least important factors were promotions and discounts, supplier
reputation and environmental and social concerns.
Procurement of tea & coffee
Information was sought on the procurement practices of the institutions.
The following questions were included for this purpose:
1. Do you have a procurement policy regarding tea & coffee in your
organisation?
2. Do you have any list of specifications for purchasing tea & coffee?
3. Is the procurement policy regarding tea & coffee communicated to
the suppliers?
4. Do you have a list of potential suppliers for tea & coffee?
5. Do you have a written code of conduct for suppliers of tea &
coffee?
6. Do you have a policy in case of conflict of interest amongst
members of the procurement/ purchasing team for tea & coffee?
7. Are your spending decisions regarding tea & coffee open to public
review?
8. Do you specify to your suppliers of tea & coffee what you will not
buy?
9. Do you reward your procurement team for economical buying?
10. Do you have to answer to the management
or workers regarding the brands of coffee and
tea purchased?
The responses to the above are shown in Table
4.3
Table 4.3: Institutional procurement process for
tea & coffee
(percentage)
Tea
1
2
3
4
5
Can’t 38 44 40 50 31
say
6
7
8
9
10
38 31 44 19 31
No
25 25 20 31
38 25 69 19 69 38
Yes
38 31
31
Coffee 1
2
40 19
3
4
5
38
6
37 12 31
7
8
9
10
Can’t
say
43 50 46 57 36 57 36 50 25 43
No
21 21 15 29 36 7
Yes
36 29 39 14 28 36
64 21 58 29
29 17 28
The survey revealed that though about a third of the
organisations had a procurement policy for the two
beverages, very few institutions had a written code
of conduct. Similarly, very few of them agreed that
they rewarded the purchase teams for economical
buying. None of the institutions reported that they
specified to their suppliers what they would not
buy or that the decisions or expenditure for supply
of tea & coffee were open to public review. Most
of the institutions did not therefore have a well
formulated procurement policy for tea & coffee.
Employee feedback
The institutions were asked whether they received
any feedback from the employees on the tea &
coffee consumed by them. The following issues
were listed and they were asked to select from three
options: yes, no, and can’t say.
43
Consumer Survey on Sustainable Tea & Coffee Consumption
1.
2.
3.
4.
5.
The brand of tea & coffee used
The source of supply of tea & coffee
The price at which it is available
The quantity of tea & coffee served
The time and frequency at which it was
available to the employees,
6. The quality of tea & coffee supplied to them
and
7. Whether brands selected were certified.
44
The results are shown in Table 4.4
Table 4.4: Employee feedback on tea & coffee
Tea
1
2
3
4
Can’t
say
31
19
6
6
No
38
25
19
19
Yes
31
56
75
Coffee 1
2
Can’t
say
28
No
Yes
5
6
7
31
27
19
44
20
75
81
35
53
3
4
5
6
7
14
7
7
29
23
43
29
21
21
23
50
23
29
57
71
71
77
21
54
The survey revealed that the feedback was received
from employees on the time and the frequency
with which tea & coffee was available, and the
quantity and the price at which it was available. The
employees were interested in knowing whether the
brands used for the two beverages were certified.
Very little feedback was received on the names of
brands of tea & coffee to be used and the quality of
tea & coffee supplied.
Sources of information
The institutions were also requested to provide
information on the sources they consulted for
information on the two beverages.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Communication from suppliers
Advertisements in print media
Advertisements on Television
Recommendation from Administration department of the
institution.
Recommendation from the CSR department of the institution
Recommendation from procurement department of the institution
Internet
Research reports
Competitors’ choice of brands
Recommendation from employee(s) of the organisation
Any other
The results (Table 4.5) indicated that recommendations received by the
administration department and employees and information received
from suppliers were important sources of information. Television was the
least important medium but print media was important.
Table 4.5: Institutional sources of information for tea & coffee
Tea
1
Highly
important
21
Important
29
Total
2
3
4
5
6
7
7
7
21
7
17
57
39
36
50
7
24
64
46
Somewhat
important
21
57
31
29
46
Not so
important
14
21
31
Not
important
at all
14
14
14
7
Total
28
35
45
Coffee
1
2
3
Highly
important
36
7
7
Important
27
59
18
Total
63
66
25
7
8
9
10
21
7
14
7
21
40
43
57
7
42
47
57
29
57
36
25
36
7
21
7
14
7
7
14
14
14
7
7
7
14
35
21
28
7
4
5
6
7
8
9
10
7
26
20
7
17
67
38
33
7
25
39
42
67
45
59
7
45
46
59
Chapter IV - Consumption and Procurement of Tea & Coffee: Institutional Consumers
Coffee
1
2
3
4
5
6
7
8
9
10
Somewhat
important
18
26
29
33
55
33
58
42
31
24
Not so
important
18
7
27
7
16
19
7
7
7
34
14
23
Not
important
at all
Total
18
38
7
7
7
45
7
19
In case of both tea and coffee, the three most important sources for
information were communication from suppliers, recommendation from
procurement department of the institution and research reports. The CSR
department played an insignificant role in providing recommendation
on using tea & coffee.
45
Consumer Survey on Sustainable Tea & Coffee Consumption
were concerned with whether the farmers got
a fair price, and that the companies marketing
the two beverages procured them from farmers
following sustainable agricultural practices,
and that these institutions themselves followed
good labour practices for their employees.
CHAPTER V
ATTITUDES OF INDIVIDUAL CONSUMERS
TOWARDS SUSTAINABLE TEA & COFFEE
46
The consumers themselves however were not
sure whether they were empowered and could
he data on the attitudes and opinions of institutional and individual play a significant role in improving conditions
consumers was obtained on a three-point scale consisting of ‘agree’, around them to create a better world.
T
‘disagree’ and ‘can’t say’ on Activity, Interest and Opinion (AIO)
statements related to their awareness about how tea & coffee is grown and
processed, awareness about sustainable tea & coffee, willingness to pay extra
for such tea & coffee; the availability and need for information and the conditions required to be fulfilled where consumers were willing to pay extra
for such beverages. The findings are explained below.
Awareness about sustainable tea &
coffee
To begin with, the respondents were asked
whether they had heard of sustainable tea &
coffee. They were explained what sustainable
tea/ coffee meant and they were informed that
Awareness about Tea & coffee
it could be available in many forms like, certified
The AIO statements used to measure the existing level of consumer awareness by Organic, Fair Trade, UTZ CERTIFIED,
about cultivation and processing of tea & coffee consumed by them and the SA 8000, ISO 9001, Rain Forest, etc. Fig. 5.1
shows that the sample of individual consumers
responses are presented in Table 5.1.
was equally divided into two groups consisting
Table 5.1: Consumer awareness about tea & coffee
of those who had heard of sustainable tea &
coffee and those who had not heard of it.
Statement
C a n ’ t Disagree
say
Agree
I have really never thought of finding out where the 36
tea /coffee I consume, comes from.
31
33
I am concerned that farmers growing tea & coffee are 49
paid a fair price for their produce
15
36
I am concerned that the companies I buy tea/ coffee 43
from are sourcing raw tea & coffee from farmers
following sustainable agricultural practices.
16
42
I am concerned that the companies I buy tea/ coffee 45
from are following good labour practices in processing/
manufacturing tea & coffee
15
40
Fig. 5.1 Consumer awareness of sustainable
tea & coffee
No
yes
Information needs of the consumers
The results of the survey revealed that
consumers desired more information on the
methods of cultivation, safety standards used,
I believe that my actions can create a better world.
53
8
39
the social issues involved and the environmental
In case of almost all the statements, only about a third of the consumers reported impact of cultivating tea & coffee (Table 5.2).
that though they had really never thought of proactively seeking information They agreed that they would appreciate if such
about the geographical facts regarding the beverages consumed by them, yet they information was available on the internet.
Chapter V - Attitudes of Individual Consumers towards Sustainable Tea & Coffee
Table 5.2: Information needs of consumers
Statement
Fig. 5.3 Extent of extra payment
Can’t
say
Disagree
Agree
Not w illing to pay e
76-100%
<5%
51-75%
I feel that I should get more information
about the methods used during the
cultivation and processing of tea & coffee to
influence the quality of the product.
48
9
43
I feel that I should get more information
about the safety standards in the cultivation
and processing of tea & coffee.
48
I feel that I should get more information
about the social issues linked to the
cultivation and processing of tea & coffee.
50
I feel that I should get more information
about the environmental impact of the
cultivation and processing of tea & coffee.
49
9
42
I would like to know from which region my
tea & coffee has been procured by simply
clicking on the internet the unique number/
label given on the tea & coffee packet.
49
14
37
26-50%
11-25%
9
11
43
39
5-10%
Conditions for paying extra for
sustainable tea & coffee
47
While nearly half of those surveyed were not sure,
about a third were willing to pay extra if they were
assured that the extra payment would result in
benefits to the lives of farmers’ children, less harm
to the environment and that an independent party
certified that the above conditions were complied
with.
Table 5.3: Conditions for paying extra for
sustainable tea & coffee
Willingness to pay extra
The respondents were also asked whether they would be willing to pay
extra for purchasing sustainable tea & coffee. The results are shown in
Fig. 6.3
Fig. 5.2: Willingness to pay extra
Yes
No
Extent of extra payment
The respondents were asked to specify how much extra they were willing
to pay for purchasing sustainable tea & coffee from the following
options: not willing to pay extra; less than 5%; 5-­10%; 11-­25%; 26-­50%; 51-­75%; and 76-­100%. The results (Fig. 6.4) revealed that a large number of respondents were willing to pay up to 10 percent extra for purchasing
sustainable tea & coffee.
Statement
Can’t say Disagree
Agree
I would prefer to
purchase a tea & coffee
brand at a higher price
(provided all other
quality parameters
are same) if it leads
to a better life for the
children of the farmers
who are growing this tea
& coffee.
50
43
7
Consumer Survey on Sustainable Tea & Coffee Consumption
48
Statement
Can’t say Disagree
Agree
Statement
I am willing to pay more
for purchasing tea &
coffee if the company
assures me that they
manufacture/process
the product with the
highest safety standards; that the farmers
producing the tea &
coffee live a dignified
life and a minimum
damage is inflicted to
the environment.(self
certification)
50
38
I would feel good about the management of 49
my organisation if such sustainable tea &
coffee was introduced for my consumption as
part of their CSR policy
I am willing to pay
more for purchasing tea
and coffee only if an
independent certifying
authority assures me
that it is manufactured
with the highest safety
standards, that the
farmers producing
the tea & coffee live
a dignified life and
there is minimum
damage inflicted to
the environment while
producing it.(third party
certification)
49
12
Can’t say
Disagree
Agree
9
42
Problems in the purchase of sustainable tea & coffee
In order to identify the problems that intervene or are likely to in the
future, in purchasing sustainable tea & coffee, the consumers were
requested to rank in order of importance the following bottlenecks that
they would encounter in case they intended to purchase the sustainable
versions of the two beverages:
13
38
Employee Perception
Less than half of the consumers agreed that if their
employers chose to provide them with sustainable
tea & coffee, they would feel good about their
organisations initiative and consider them to be
following socially responsible practices.
1.
2.
3.
4.
5.
6.
7.
8.
Lack of information
Genuineness of quality claims
Availability of continuous supply
Price/affordability
Acceptability by other members
Price/affordability
Value for money
Information regarding certification
The responses are presented in Table 5.5
Table 5.4: Problems in purchasing sustainable tea & coffee
Problems
Highly
important
Important
Somewhat
Not so
important
Not
important
at all
Lack of
Information
49
40
8
3
Genuineness of
quality claims
54
36
8
2
Availability of
continuous
supply
29
43
20
8
Acceptability by
employees
16
29
31
17
8
Availability of
brands
20
44
26
7
3
Chapter V - Attitudes of Individual Consumers towards Sustainable Tea & Coffee
Problems
Highly
important
Important
Somewhat
Not so
important
Not
important
at all
Price/
affordability
32
44
15
6
3
Value for money 49
36
8
3
Information re:
certification
39
10
3
46
2
The three most important hurdles in the purchase of sustainable tea &
coffee by consumers were doubts regarding the truthfulness of quality
claims, lack of information and the concern for such brands being value
for money.
49
Consumer Survey on Sustainable Tea & Coffee Consumption
50
CHAPTER VI
ATTITUDES OF INSTITUTIONAL CONSUMERS TOWARD
SUSTAINABLE TEA & COFFEE
A
n attempt was made to identify the attitude of the institutional consumers. The
results are discussed below.
Institutional awareness about tea & coffee
The institutions were asked to provide information on whether the following considerations were
used by them in their purchase of tea & coffee. (Table 6.1)
Table 6.1 Institutional awareness about Tea & coffee
Statements
Can’t say
Can’t say
Yes
Yes
No
No
Tea
Coffee
Tea
Coffee
Tea
Coffee
Where the tea /coffee is grown
35
40
41
47
24
13
How the tea & coffee is grown
30
34
41
53
29
13
Whether the cultivation of tea & coffee has an 25
impact on the environment
29
38
50
38
21
Whether sustainable methods of cultivation are 30
being followed in growing the tea or coffee
33
35
33
35
33
Whether farmers growing tea & coffee are paid a 18
fair price for their produce.
20
53
53
29
27
The labour practices of companies you buy tea/ 24
coffee from
27
47
53
29
20
Whether responsible practices are being followed 24
when tea & coffee is processed or manufactured
27
47
47
29
27
Whether the way the tea & coffee is grown / 29
processed influences your health?
33
47
47
24
20
Chapter VI - Attitudes of Institutional Consumers towards Sustainable Tea & Coffee
No significant differences were found on awareness levels regarding tea and coffee, but only a
third agreed that they did make an effort to find out information on aspects related to growing
and processing of tea & coffee consumed by them
Institutional awareness about sustainable tea & coffee
More institutions were found to be aware of sustainable tea as compared to sustainable coffee
(Fig.6.1)
Fig. 6.1: Institutional awareness about sustainable tea & coffee
Tea
Coffee
8
51
8
7
6
6
5
5
4
4
3
3
Count
Count
7
2
2
cant say
no
cant say
yes
no
yes
Institutional
role in promoting sustainable tea & coffee
heard
heard
In order to assess the institutional perceptions regarding the role they would be playing in
promoting the production and consumption of sustainable tea & coffee, they were asked to
respond to AIO statements. The results are presented in Table 6.2 and 6.3 respectively.
Table 6.2 Institutional role in promoting sustainable tea
Statements
Can’t say
No
Yes
I can contribute to the adoption of sustainable farming and manufacturing of tea /coffee
31
13
56
I believe I can exercise pressure on the suppliers to supply sustainable tea /coffee
65
6
29
I would refuse to buy tea /coffee from suppliers if they are irresponsible towards
environment
59
41
I would change the supplier if aware of unethical or socially irresponsible business practices.
65
35
My organisation would be willing to pay more for purchasing sustainable tea & coffee.
35
If a choice is available, would you like to purchase sustainable tea & coffee?
65
Have you engaged in a dialogue with your suppliers for more sustainable versions of tea &
coffee?
18
77
6
Have you ever changed your suppliers because of their environmental or ethical behaviour?
23
65
12
6
59
35
Consumer Survey on Sustainable Tea & Coffee Consumption
Table 6.3 Institutional role in promoting sustainable
Coffee
52
Statements
Can’t say
No
Yes
I can contribute to the adoption
of sustainable farming and
manufacturing of tea /coffee
31
13
56
I believe I can exercise pressure
on the suppliers to supply
sustainable tea /coffee
65
6
29
I would refuse to buy tea /
coffee from suppliers if they
are irresponsible towards
environment
59
I would change the supplier if
aware of unethical or socially
irresponsible business practices.
65
41
whether their institutions would like to purchase sustainable tea &
coffee, they felt that there would be no problem in paying more to
purchase such tea & coffee.
The survey also revealed that in practice, they had neither started a
dialogue with their suppliers for supplying sustainable tea & coffee,
nor changed their suppliers if their behaviour was irresponsible
towards the environment or wanting on ethical grounds.
Extent of institutional willingness to pay extra
Even amongst institutions, a majority were willing to spend up to
10 percent extra for purchasing sustainable tea & coffee (Fig. 6.2).
Fig. 6.2 Extent of institutional willingness to pay extra
26-50%
11-25%
35
My organisation would be willing 59
to pay more for purchasing
sustainable tea & coffee.
35
If a choice is available, would you 35
like to purchase sustainable tea
& coffee?
65
Have you engaged in a dialogue
with your suppliers for more
sustainable versions of tea &
coffee?
6
18
76
Have you ever changed your
suppliers because of their
environmental or ethical
behaviour?
12
23
65
less than 5%
6
5-10%
Problems in purchasing sustainable tea & coffee
The institutions reported that even though they could
contribute to the adoption of sustainable farming and
processing of tea & coffee, they would not be able to exercise
pressure on the suppliers to actually supply the sustainable
versions of the two beverages. They were not sure that they
would refuse to buy tea /coffee from suppliers if they were
irresponsible towards the environment or would change the
supplier if aware that he was following unethical or socially
irresponsible business practices. Though they were not sure
The institutions were also asked to provide information on the
problems that they were likely to face in purchasing sustainable
tea & coffee. They were requested to rank the listed problems as
highly important, important, somewhat important and not at all
important. The results are shown separately for tea (Table 6.4) and
coffee (Table 6.5).
Chapter VI - Attitudes of Institutional Consumers towards Sustainable Tea & Coffee
Table 6.4 Problems in purchasing sustainable tea
Problems
Tea
Highly important Important
Somewhat Important Not so Important
Not Important at All
Budgetary constraints
12
29
41
12
6
Lack of Information
29
47
29
29
29
Genuineness of quality claims
29
53
18
Availability of continuous supply
18
71
12
Acceptability by employees
24
47
29
Availability of brands
18
59
17
6
Price/affordability
24
24
29
23
Value for money
30
35
35
Information regarding certification 18
65
17
53
Any other
Table 6.5 Problems in purchasing sustainable coffee
Problems
Coffee
Highly important
Important
Somewhat Important Not so Important
Budgetary constraints
18
29
41
12
Lack of Information
29
47
18
6
Genuineness of quality claims
29
47
24
Availability of continuous supply
18
65
18
Acceptability by employees
24
47
29
Availability of brands
18
59
18
6
Price/affordability
24
24
29
24
Value for money
30
35
35
Information regarding certification 18
82
Not Important at All
Any other
The institutions felt that the most important problems they were likely to face in adopting sustainable tea & coffee were the
lack of information regarding certification, the continuous availability of brands satisfying the sustainability criteria and the
genuineness of quality claims made by the manufacturers.
Potential benefits in adopting sustainable products
Consumer Survey on Sustainable Tea & Coffee Consumption
In order to ascertain whether the institutions saw any potential benefits in switching over to sustainable products, they were asked
to rank each of the following benefits on a five point Likert scale.
54
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Improve company image in the eyes of the world.
Improve company image in the eyes of employees
Encourage ethical practices
Improve employee morale
Reduce adverse impact on health
Encourage development of eco labels
Encourage adoption of best practices
Improve standards of quality
Prevent environmental degradation
Any other (Please specify)
The results showed that the institutions failed to see that the consumption of sustainable products would improve their image
in the eyes of the world or improve the company image in the eyes of the employees. However, the most important benefits they
expected to achieve by introducing sustainable products were encouraging ethical practices and improving the health of their
employees.
Table 6.6 Potential benefits from introducing sustainable products
Potential benefits
Highly important
Important
Somewhat Important Not so Important
Improve company image in
the eyes of the world.
35
24
41
Improve company image in
the eyes of employees
29
53
18
Encourage ethical practices
53
29
18
Improve employee morale
35
24
41
Reduce adverse impact on
health
53
41
6
Encourage development of
eco labels
35
47
18
Encourage adoption of best
practices
53
29
18
Improve standards of
quality
47
29
24
Prevent environmental
degradation
41
53
6
Not Important at All
Chapter VI - Attitudes of Institutional Consumers towards Sustainable Tea & Coffee
Purchase of other sustainable products
It is sometimes possible that the institutions may not have started using
sustainable tea & coffee but may have begun using other sustainable
products and services in other departments. The survey revealed that
a large number of institutions (Fig. 6.3) were using other sustainable
products, like solar energy, energy efficient lighting and pollution
control.
Fig. 6.5 Duration for implementation
can't say
within 6 months
bet 12-24 months
Fig. 6.3 Use of other sustainable products
no
yes
Intention to initiate purchase of sustainable tea & coffee
The institutions which had intentions to initiate measures to purchase
sustainable tea & coffee (Fig. 6.4) in the near future was larger than those
which expressed no such intention.
Fig. 6.4 Intention to initiate purchase
cant say
yes
no
Duration in implementing use of sustainable tea & coffee
The institutions were asked to provide an estimate of the time that will
be required for them to initiate usage of sustainable tea & coffee in
their premises. Four options were provided (Fig. 6.5); within 6 months; between 6-­12 months; between 12-­24 months; and can’t say. Almost 50 percent of the institutions agreed
that they would be able to implement purchase
of sustainable tea & coffee within a year, a large
number were still undecided and a small number
expected that they would be able to do so within
two years.
55
Consumer Survey on Sustainable Tea & Coffee Consumption
CHAPTER VII
SUMMARY OF THE FINDINGS
56
T
he findings of the survey are summarised
separately for individual as well as
institutional consumers.
Individual consumers
The survey revealed that most consumers drank
both tea & coffee but men consumed more tea and
coffee as compared to women. The consumption
was generally less than two cups per day and rarely
exceeded four cups per day. The consumption of
coffee in cups per day was comparatively less than
consumption of tea. The largest consumers of tea
and coffee were found in the age group of 18-36
years, but the consumption of both the beverages
declined with age. Consumption of tea & coffee
was the highest amongst those who worked in the
private sector, students and professionals. The
consumption of tea was higher as compared to
consumption of coffee even amongst consumers
reporting high family incomes.
Further, women bought tea & coffee from multiple
sources; and that while the young used multiple sources for purchasing tea & coffee, this tendency
reduced with age. People patronised a single supplier
as they grew older. More people in Bangalore used
multiple sources as compared to those in Delhi.
Higher education positively influenced the use
of multiple suppliers. Professionally educated,
however, preferred to purchase from a single
supplier.
The occupational status also influenced store
loyalty. The findings suggested that consumers
belonging to the categories of students, people in private jobs and
professionals used multiple sources to purchase their requirement of tea
/coffee. The unemployed and the retired, however, purchased more from
a single source.
It was also observed that the use of single or multiple suppliers was not
influenced by the income of the family except in case of consumers whose
income was above Rs 10 lakhs. Such consumers used multiple sources to
purchase their requirements of tea & coffee.
The five most important factors influencing the purchase of a brand
for tea & coffee were taste, quality, flavour, certification, and impact
on health. Family and price were also important considerations but the
environmental or social concerns were not very important. Promotions
and discounts, supplier familiarity, reputation of the suppliers and peers
were the least important factors in the purchase decision.
The survey revealed that family was the most important source of
information on brands of tea & coffee, followed by television and print
media. After these, came the advertisements and the more technical
and reliable sources like comparative test reports, and research and
development reports. Radio was the least important source of information
in the consumption of tea & coffee.
The consumers were found indifferent towards the purchase of these
beverages and did not take any significant interest in information related
to the cultivation or processing of tea & coffee. The disinterest could also
be due to the fact that the consumption of the two beverages was not very
high and therefore, the budgetary allocation was not significant enough
to merit attention. Only about a third of the consumers reported that
though they had really never thought of proactively seeking information
about the geographical facts regarding the beverages consumed by them,
yet they were concerned with whether the farmers got a fair price, that
the companies marketing the two beverages procured them from farmers
following sustainable agricultural practices, and that these institutions
themselves followed good labour practices for their employees.
The consumers themselves however, were not sure whether they were
empowered and could play a significant role in improving conditions
around them to create a better world.
About 50 per cent of the consumers were aware of sustainable tea & coffee.
Consumers desired more information on the methods of cultivation,
safety standards used, the social issues involved and the environmental
Chapter VII - Summary of the Findings
impact of cultivating tea & coffee. They also showed interest in the
availability of such information on the internet.
Only about 40 per cent were willing to pay up to 10 per cent extra for
purchasing sustainable tea & coffee. About a third of these consumers
were willing to pay extra if they were assured that the extra payment
would result in benefits to the lives of farmers’ children, less harm to
the environment and that an independent party certified that the above
conditions were complied with.
The three most important hurdles in the purchase of sustainable tea &
coffee by consumers were doubts regarding the truthfulness of quality
claims, lack of information and the concern for such brands being value
for money.
Institutional consumers
In institutions, automatic vending machines were the most popular
followed by supply by an outsourced canteen as the second important
way in which tea & coffee were made available to the employees. A
majority of the institutions were found to use a single source to obtain
supplies of tea & coffee and most of them purchased their supplies of the
two beverages from wholesalers. In most institutions, the quantity of tea
purchased was higher than the quantity of coffee purchased.
The most important factors considered by the institutions in purchasing
tea & coffee were the concern about impact of consumption of tea &
coffee on the health, and therefore, concern for quality for both tea &
coffee was high; the flavour in case of coffee and certification for both tea & coffee.
The survey revealed that most of the institutions did not have a well
formulated procurement policy for tea & coffee; very few had a written code of conduct. None of the institutions reported that they specified
to their suppliers what they would not buy or that the decisions or
expenditure for supply of tea & coffee were open to public review.
Further, feedback was received from employees on the time and the
frequency with which tea & coffee was made available to them as also
the quantity and the price at which it was available. The employees were
interested in knowing whether the brands used for the two beverages
were certified. Very little feedback was received on the names of brands
of tea & coffee used and the quality of tea & coffee supplied to them.
In case of both tea and coffee, the three most important sources for
information were communication from suppliers, recommendation
from procurement department of the institution
and research reports. The CSR department played
an insignificant role in providing recommendation
on using tea & coffee. Television was the
least important medium but print media was
important.
No significant differences were found on
institutional awareness regarding tea and coffee,
but only a third agreed that they did make an
effort to find out information on aspects related to
growing and processing of tea & coffee consumed
by them. More institutions were found to be aware
of sustainable tea as compared to sustainable coffee
Even amongst institutions a majority were willing
to spend up to 10 per cent extra for purchasing
sustainable tea & coffee
The institutions reported that even though they
could contribute to the adoption of sustainable
farming and processing of tea & coffee, they would
not be able to exercise pressure on the suppliers
to actually supply the sustainable versions of the
two beverages. They were not sure whether they
would refuse to buy tea /coffee from suppliers
if they were irresponsible towards environment
or would change the suppliers if aware that they
were following unethical or socially irresponsible
business practices. Though they were not sure
whether the management of their institutions
would like to purchase sustainable tea & coffee,
they felt that there would be no problem in paying
more to purchase such tea & coffee.
The survey also revealed that in practice, they had
neither started a dialogue with their suppliers for
supplying sustainable tea & coffee, nor changed
their suppliers if their behaviour was irresponsible
towards the environment or wanting on ethical
grounds.
The institutions felt that the most important
problems they were likely to face in adopting
sustainable tea & coffee were the lack of information
57
Consumer Survey on Sustainable Tea & Coffee Consumption
regarding their certification; the continuous availability of brands satisfying the sustainability
criteria and the genuineness of quality claims made
by the manufacturers
58
They failed to see that the consumption of
sustainable products would improve their image
in the eyes of the world or improve the company
image in the eyes of the employees. The most
important benefits they expected to achieve by
introducing sustainable products were to encourage
ethical practices and improve the health of their
employees
Though a large number of institutions were using
other sustainable products, like solar energy, energy
efficient lighting and pollution control; almost 50 percent agreed that they would be able to implement
purchase of sustainable tea & coffee within a year
in their respective institutions, a large number were
still undecided and a small number expected that
they would be able to do so within two years.
Thus, the results indicate that the purchase of tea
& coffee was a ‘low involvement’ purchase decision
for both the individual and institutional consumers
of Delhi and Bangalore.
Appendix
APPENDIX
Table 1: World Tea Production (M Kg)
Country
Jan to
2009
2008
+/-
%
India
June
333.9
345.7
-11.8
-3.4
North India
222.4
226.0
-3.5
-1.6
South India
111.5
119.7
-8.3
-6.9
Bangladesh
June
14.2
16.0
-1.8
-11.4
Kenya
June
139.3
157.4
-18.1
-11.5
Indonesia (PTP only)
June
42.2
40.5
1.7
4.3
Malawi
June
34.4
31.1
3.3
10.6
Sri Lanka
June
130.5
171.3
-40.8
-23.8
Tanzania
June
19.0
18.5
0.6
3.0
Zimbabwe
June
5.7
6.72
-1.0
-14.7
Uganda
June
21.1
15.18
5.9
38.7
740.3
802.4
-62.1
-7.7
Total
Source: www.indiatea.org
Table 2 World Tea Exports (M Kg)
Country
Jan to
2009
2008
+/-
%
India
June
74.6
90.8
-16.2
-17.9
Kenya
June
167.9
179.2
-11.3
-6.3
Sri Lanka
May
107.3
129.5
-22.2
-17.2
Zimbabwe
Mar
1.9
2.0
-0.2
-7.5
Argentina
Mar
20.1
20.5
-0.4
-2.1
China
May
124.3
124.0
0.3
0.3
Tanzania
Mar
6.5
8.1
-1.6
-20.0
Uganda
Apr
10.4
13.5
-3.1
-22.9
Indonesia
Feb
14.6
16.3
-1.7
-10.4
59
Consumer Survey on Sustainable Tea & Coffee Consumption
Malwai
Apr
Total
19.4
22.9
-3.5
-15.2
546.8
606.7
-59.9
-9.9
Source: www.indiatea.org
Table 3 District-wise Indian Tea Production (Th Kg)
District/State
60
During June
Jan to June
(+) / (-) in ‘09 over ‘08
2009
2008
2009
2008
During
Up to
Assam Valley
59,117
51,446
132,644
132,397
7,671
247
Cachar
4,563
4,220
16,455
17,827
343
-1,372
Total Assam
63,680
55,666
149,099
150,224
8,014
-1,125
Darjeeling
1,132
1,353
3,690
4,125
-221
-435
Dooars
16,669
16,062
44,466
44,564
607
-98
Tarai
9,499
9,192
23,134
25,154
307
-2,020
Total West
Bengal
27,300
26,607
71,290
73,843
693
-2,553
895
809
2,037
1,896
86
141
Total North India
91,875
83,082
222,426
225,963
8,793
-3,537
Tamil Nadu
18,210
15,273
76,938
81,864
2,937
-4,926
Kerala
7,379
6,640
31,806
34,880
739
-3,074
586
445
2,725
2,973
141
-248
Total South India
26,175
22,358
111,469
119,717
3,817
-8,248
All India
118,050
105,440
333,895
345,680
12,610
-11,785
Others
Karnataka
Source: www.indiatea.org
Table 4 Indian Tea Exports
Jan to June
2009
2008
April to June
M Kg
Rs Cr
Rs/Kg
M Kg
Rs Cr
Rs/Kg
North India
38.4
585.09
152.45
18.0
286.13
158.78
South India
36.2
398.77
110.28
18.1
213.75
118.29
All India
74.5
983.86
131.99
36.1
499.9
138.51
North India
46.5
565.31
121.47
16.3
234.90
144.55
South India
44.2
367.42
83.07
23.6
202.72
86.01
All India
90.8
932.73
102.76
39.8
437.6
109.90
Appendix
Jan to June
Diff. 08~07
April to June
M Kg
Rs Cr
Rs/Kg
M Kg
Rs Cr
Rs/Kg
North India
-8.2
19.8
31.0
1.8
51.2
14.2
South India
-8.1
31.4
27.2
-5.5
11.0
32.3
All India
-16.2
51.13
29.23
-3.7
62.26
28.61
Source: www.indiatea.org
61
Table 5 Destination-wise Tea Exports From India
Country
January to March
2009
2008
+/-
M Kg
ValueRs Crs
Rs/Kg
M Kg
ValueRs Crs
Rs/Kg
M Kg
Russia
5.96
61.65
103.44
13.05
114.28
87.57
-7.09
Kazakistan
2.16
32.48
150.37
3.62
38.63
106.71
-1.46
TOTAL CIS
8.47
98.16
115.89
17.18
158.18
92.07
-8.71
UK
2.64
27.38
103.71
2.11
17.27
81.85
0.53
Netherlands
0.37
8.98
242.70
0.40
5.54
138.50
-0.03
Germany
0.84
16.17
192.50
0.81
12.12
149.63
0.03
Australia
1.18
32.38
274.41
1.20
20.99
174.92
-0.02
Ireland
0.22
5.54
251.82
0.21
6.65
316.67
0.01
Poland
0.57
7.63
133.86
1.05
10.11
96.29
-0.48
USA
2.02
38.05
188.37
2.42
32.51
134.34
-0.40
UAE
7.13
93.25
130.79
8.62
82.31
95.49
-1.49
Iran
1.55
21.42
138.19
3.92
40.32
102.86
-2.37
Canada
0.49
9.05
184.69
0.30
3.73
124.33
0.19
Iraq
1.16
10.47
90.26
Saudi Arabia
1.33
15.23
114.51
0.75
6.50
86.67
0.58
ARE
1.17
11.49
98.21
3.35
23.91
71.37
-2.18
0.03
0.25
83.33
-0.03
1.73
10.68
61.73
1.80
Turkey
Afghanistan
3.53
25.74
72.92
1.16
Consumer Survey on Sustainable Tea & Coffee Consumption
Country
January to March
2009
62
2008
+/-
M Kg
ValueRs Crs
Rs/Kg
M Kg
ValueRs Crs
Rs/Kg
M Kg
Kenya
0.65
4.09
62.92
0.87
5.07
58.32
-0.22
Japan
0.62
17.64
284.52
0.43
9.63
223.95
0.19
Sri Lanka
0.49
6.46
131.84
1.74
14.05
80.75
-1.25
Pakistan
2.36
16.48
69.83
1.83
11.51
62.90
0.53
Others
2.11
22.55
1.99
23.78
Total Exports
38.90
488.16
125.49
50.94
495.11
97.19
-12.04
Value (Rs Cr)
488
495
-7
North India
19.94
295.87
148.38
30.28
330.41
109.10
-10.34
South India
18.96
192.23
101.43
20.65
164.7
79.74
-1.69
Source: www.indiatea.org
0.12
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• Neilson, Jeffrey and Pritchard, Bill (2007) Green Coffee? The Contradictions of Global Sustainability Initiatives from an Indian Perspective, Development Policy Review, Vol. 25, Issue 3, pp. 311-31
• Peter Jones, Daphne Comfort, David Hillier (2008). Moving towards sustainable food retailing? International Journal of Retail & Distribution Management, Vol. 36, Issue 12, p. 995-1001.
• Philpot, S.M, P. Bichier, R. Rice, and R. Greenberg. (2007).Field-­testing ecological and economic benefits of coffee certification programs. Conservation Biology 21:975-985.
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• Pretty, J., Smith, G., Goulding, K. W. T. , Groves, S. J., Henderson, I., Hine, R. E.,King, V. , van Oostrum, J. , Pendlington, D. J.. ,Vis, J. K. and Walter, C. (2008) Multi-year assessment of Unilever’s progress towards agricultural sustainability II:
outcomes for peas (UK), spinach (Germany, Italy), tomatoes (Australia, Brazil, Greece, USA), tea (Kenya, Tanzania, India)
and oil palm (Ghana), International Journal of Agricultural Sustainability; 2008, Vol. 6 Issue 1, p 63-­88.
• RAINFOREST Alliance. (2009). All in a Good Cause, Caterer & Hotelkeeper;, Vol. 198 Issue 4565, p28-­30. • Raynolds, Laura T, Murray, Douglas, Leigh Taylor, Peter1 (2004) Fair trade coffee: building producer capacity via global networks, Journal of International Development; Vol. 16 Issue 8, p1109-­1121.
• Sarah Lyon (2006) Migratory imaginations: The commodification and contradictions of shade grown coffee This research was generously supported through a University of Kentucky Summer Faculty Research Fellowship; a Fulbright-­Hays Doctoral Dissertation Research Grant; Social Anthropology/Anthropologie Sociale; Oct2006, Vol. 14 Issue 3, p377-­390.
• Saravanan, Velayutham (2004) Colonialism and coffee plantations: Decline of environment and tribals in Madras Presidency during the nineteenth century, Indian Economic & Social History Review; Oct-­Dec, Vol. 41 Issue 4, p465-­488. • Satkofsky, Amy (2001) Sustainable Coffee Is For The Birds-­ And Everybody Else.In Business;, Vol. 23 Issue 4, p15
• Scott, Carrie (2006) Awareness is only the first step in the change; Core Strategies for Communicating Change www.ban the Coffee Mugs
• Scott, Julie E. (2003) Coffee Shop Meets Casino: Cultural Responses to Casino Tourism in Northern Cyprus. Journal of Sustainable Tourism; 2003, Vol. 11 Issue 2/3, p266. • Seonaidh McDonald, Caroline Oates, Maree Thyne, Panayiota Alevizou, Leigh-­Ann McMorland.(2009). Comparing sustainable consumption patterns across product sectors, International Journal of Consumer Studies, Vol. 33, Issue 2, pp.
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• Shaun McCarthy.(2007) Sustain or be obsolete Supply Management. Vol. 12, Issue. 13, p. 34-­36.
• Stosch, Lisa and Hyman, Eric L. (2002) Technology and Business Development Services for Small-­Scale Coffee Production and Processing in El Salvador, International Journal of Technology Management & Sustainable Development; Vol. 1 Issue 2, p125.
• Strauss, Karyn (2003) supply line Hotels; Vol. 37 Issue 4, p72-­75.
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Bibliography
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• Wiersum, K. F. , Gole, T. W. ,Gatzweiler, F. ,Volkmann, J. ,Bognetteau, E.,and Wirtu, Olani (2008), Certification of Wild Coffee in Ethiopia: Experiences and challenges Forests, Trees, & Livelihoods; Vol. 18 Issue 1, p9-­21.
• Winkels, Alexandra (2008), Rural In-­migration and Global Trade: Managing the Risks of Coffee Farming in the Central Highlands of Vietnam. Mountain Research & Development; Feb2008, Vol. 28 Issue 1, p32-­40.
Some Significant Research Publications From NTRF Funded Projects
Discipline
Publication Details
Tea Biotechnology
Sreedhar, C.H. and Satyanarayana, N.1996, Compatibility between
tea (Camellia Spp.) clones in grafting of fresh cuttings. Journal of
Plantation Crops 24 (Suppl.): 413-418
Balasaravanan, T., Vilod Haridas, Raj Kumar, R., Marimuthu, S. and
Gunaseelan, K.X.1999. Hormonal regulations in somatic embryo maturation in tea. Pp.39. National Conference on Biotechnology:
Hitherto & Henceforth, The American College, Madurai, Tamil
Nadu.
Balasaravanan, S., Marimathu, S., Raj Kumar, R. and Balasaravanan,
T.2000. Isolation, culture and fusion of protoplasts in tea. pp
3-9 In: Recent Advances in plantation crops research. Eds. N
Muraleedharan and R. Raj Kumar. Allied Publishers limited,
Chennai.
Balasubramanian, S., Marimuthu, S., Raj Kumar, R. and Vinod
Haridas. 2000. Somatic embryogenesis and multiple production in
Camellia sinensis (L.) O. Kuntze. Journal of Plantation Crops. 28:
44-49
Marimathu, S., Balasubramanian, S. and Raj Kumar, R. 1998.
Biotechnological approaches in tea research: recent attempts and
progress. Bulletin of UPASI Tea Scientific Department 52: 27-33.
Raj Kumar, R., Marimuthu, S., Balasubramanian, S. and
Muraleedharan, N. 1998. Evolving New Elite Tea Cultivars
Biotechnological Approaches. Assam Review and Tea News. 77:
20-22.
Vinod Haridas, Balasaravanan, T., Raj Kumar, R. and Marimuthu,
S.2000. Factors influencing somatic embryogenesis in Camellia
sinensis (L.) O. Kuntze. Pp. 31-35. In: Recent Advances in plantation
drops research. Eds. N. Muraleedharan and R. Raj Kumar. Allied
Publishers Limited, Chennai.
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Consumer Survey on Sustainable Tea & Coffee Consumption
Discipline
Publication Details
Tea Quality Improvement
Gunasekar, M., Marinuthu, S. and Ramasamy, V. 1996. Substrate
specificity of biosoperoxidases in the shoots of tea (iCamellia spp. L.)
clones. J. Plantation Crops. 24 (Supplement): 560-568.
Joseph Lopez, S., Marimuthu, S., Ramakrishnan, M., Raj Kumar,
R.2000. Reconstruction of tea polyphenol oxidase by limited
proteolysis and its effect on black tea quality. International
Conference on Plantation Crops, Hyderabad, pp: 12.
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Tea Quality Improvement... contd
Marimuthu, S., Ramakrishnan, M., Joseph Lopez, S and Raj
Kumar, R.2000. Exploitation of Agaricus bisporus for extraction,
purification and characterization of polyphenol oxidase and its
application in tea processing. National seminar on recent advances
in plant biology, Kasaragod, Pp. 72.
Marimuthu, S., Senthilkumar, R.S., Balasubramanian, S., Raj
Kumar, R. and Aneetha Christie, S. 2000. Effect of addition of
Biopectinase on biochemical composition of CTC Black tea. Recent
Advances in Plantation Crops Research. Eds. N.Muraleedharan
and R.Raj Kumar, Allied publishers limited, Chennai, India. Pp
265-269.
Ramakrishnan, M., Swaminathan, K., Marimathu, S and
Sinthilkumar, R.S. and Raj Kumar, R. 1999. Screening of microbes
for tea processing enzymes. National conference on Biotechnology:
Hitheroto & Henceforth. The American College, Madurai.
Rakamrishnan, M., Raj Kumar, R., Marimuthu, S and Joseph
Lopez, S.2000. Prediction of black tea quality by using fresh leaf
constituents as indicators. Papers presented in International
Conference on Plantation Crops, Hyderabad 12-15 December 2000.
Abstract No. p-68, pp: 65.
Senthilkumar, R.S., Swaminathan, K., Marimuthu, S. and Raj
Kumar, R.2000. Micorbial enzymes for tea processing. Recent
Advances in Plantation Crops research. Eds. N. Muraleedharan and
R. Raj Kumar, Allied publishers limnited, India. Pp 273-276.
Senthilkumar, R.S., Marimuthu, S., Raj Kumar, R., Joseph Lopez, S.
and Ramakrishnan, M. 2001. Role of certain enzymes on the quality
of CTC black tea. Bulletin of UPASI Tea Research Foundation. 54:
109-118.
Bibliography
Discipline
Publication Details
Plant Nutrient Dynamics
V.Sudhahar, S.Venkatesan 2004 Influence of temperature and
moisture onurea hydrolysis of tea soils. Journal of Plantation crops,
32 (Suppl.) 253-256.
Venkatesan, S., Ganapathy, M. N. K. 2004 Nitrate reductase activity
in tea as influenced by various levels of nitrogen and potassium
fertilizers. Communications in Soil and Plant Analysis. 35 (9&10):
1283-1292.
Venkatesan, S., Verma, D.P., Ganapathy, M.N.K. 2003. Targeted
yield equations of nitrogen for clonal teas under south Indian
conditions. Journal of Indian Society of Soil Science. 51 (2): 178-183.
Tea Soil and Plant Synergy
Venkatesan, S., Murugesan, S., Ganapathy, M.N.K., Verma, D.P.,
2004. Long-term impact of nitrogen and potassium fertilizers on
yield, soil nutrients and biochemical parameters of tea. Journal of
the Science of Food and Agriculture. 84(14): 1939-1944.
Verma, D.P., Venkatesan, S.2000. Evaluation of soil test methods
of available nitrogen for tea in south India. In: Recent advances in
plantation crops Allied Publishers Ltd., ChennaiL 191-198.
Borah, D.K., 2005. Effect of time and methods of application on
leaching loss of NH4 and NO3 Nitrogen. Indian Journal of Hill
Farming, 17(2).
Borah, D.K., 2005. Effects of mode and time of fertilizers
applications on the extent of potassium leaching loss on tea soils of
Assam, Journal of Potassium Research.
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Consumer Survey on Sustainable Tea & Coffee Consumption
Discipline
Publication Details
Bio-management of Pests
Baby, U.I. and Chandromouli, B. 1996. Biological antagonism of
Trichoderma and Gliocladium spp. Against certain primary root
pathogens of tea. Journal of Plantation Crops. 24 (Supplement):
249-255
Prem kumer, R. Sanjay,R. and Ponmurugan,P. 2002. Forecasting
of blister blight disease of tea. Plantation Crop Research and
Development in the New Millennium: 535-540
Selvasundaram, R. Muraleedharan, N. and Sachin, P.J. Kairomones
for trapping shot hole borer infesting tea. Poster presented at
the international conference “Area wide control of insect
pests: integrating the sterile insect and related nuclear and other
techniques sterile insect technique†organized by United Nations international atomic energy agency (IAEA), Food and agricultural
organization (FAO) at Vienna, Austria.
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N.Muraleedharan, Evaluation of three entomopathogenic fungi
for the control of red spider mites at International Conference on
O-Cha (Tea) culture and science, Japan.
N.Muraleedharan, Studies on the pathogenicity of Beauveria
bassiana (Balsamo) a fungal pathogen of the shot hole borer of tea,
Microbials in insect pest management.
N.Muraleedharan, Morphology and pathogenicity of Paecilomyces
fumosoroseus, fungal pathogen of leaf roller and aphids of tea,
Placrosym XV.
Mukhopadhyay, A, and Das, S and Sarkar, M. 2004 Laboratory
rearing of Sycamnus Croceovittatus (Dohra) (Heteroptera:
Reduviidac), a predator of red slug caterpillar on termite food.
Journal of Applied Zoological Research, 15(2): 168-170
Bio-management of Pests...contd
Das, S., Sarkar, M and Mukhopadhyay, A.2005 changing diversity
of hymenopteran parasitods from organically and conventionally
managed tea ecosystem, of North Bengal, India. Journal of
Environmental Biology, 26(3/4): 1-5
Mukhopadhyay. A, Shepra, and P.W, Pradhan. B, 2002. Diversity of
ground arthropod community at organic and chemically intensive
tea plantation of Darjeeling terai, Journal of Environmental Biology,
J. Environ. Biol, 24(4), 471 = 476
Bibliography
Discipline
Publication Details
Management of Pesticide Residues in Tea
Manikandan, K.N., Muraleedharan, N., Selvasundaram, R. and
Sudhakaran, R. 2000. Studies on the residues of certain pesticides
and their persistence in tea, pp. 355-359. In: Recent Advances
in Plantation Crops Research. Eds. N.Muraleedharan and R.Raj
Kumar. Allied Publishers Limited, Chennai.
Muraleedharan, N., Manikandan, KN. And Selvasundaram, R.
2000. Degradation of Pesticide Residues in Tea. pp: 159-162. In:
Proceedings of the Indo-UK workshop of Innovative pest and
Disease Management in Horticultural and Plantation crops. SPIC
Science Foundation, Chennai.
Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 2001.
Residues of deltamethrin in black tea. Bulletin of UPASI Tea
Research Foundation 54 : 88-92.
Muraleedharan, N., Manikandan, KN. 2001. Pest control and
pesticide residues in tea. iStandards India 15(4): 10-13.
Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 2001.
Residues and persistence of chlorpyrifos in processed black tea.
Journal of Plantation Crops 29 (3): 35-37
Manikandan, KN., Muraleedharan, N., Selvasundaram, R. 20095.
Degradation of quinalphos during processing of black tea. Journal of
Plantation Crops 33 (2): 146-148.
Shankar, A., Sood, C., Kumar, V and Ravindranath, S.D. 2001.
Modified extraction and clean-up procedure for the detection and
determination of parathion methyl and chlorpyrifos residues in tea.
Pest Management Science, 57: 458-462.
Singh, A. Kumar, V., Jaggi, S., Ravindranath, S.D., and Shankar,
A.2001. Transfer of insecticide residue from made tea case study
of book keeping between brew and spent leaves. Indian Journal of
Applied Entomology, 15(1): 7-11
Medicinal Attributes of Tea
Deb, S., Chakraorty, C and Chatterjee, R.N. 2005. Evaluation
of anti stress effect of black tea (world blend) theaflavins and
thearubigins in Drosophila system. Proceedings National Seminar
on Molecule to Man. 29 pp.
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Consumer Survey on Sustainable Tea & Coffee Consumption
Bibliography
Discipline
Publication Details
Medicinal Attributes of Tea... contd
Das, A.S., Mukherjee, M and Mitra, C. 2004. Evidence of
prospective – anti-osteoporosis effect of black tea extract (BTE) in
a bilaterally ovariectomized rat model. Asia Pacific J Clin Nutr 13(2):
210-216.
Das D., Mukherjee, S and Mitra, C.2002 Alcohol-induced hepatic
oxidative stress. Prospective protective effect of Black tea extract. 21
Annual Conference of Society of Toxicology, India 4.
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Das, D. Mukherjee, S and Mitra, C.2003. Protective effect of aquous
extract of black tea (camellia sinensis) against ethanol-induced
hepatic toxic effects. 15 Annual Conference of the Physiological
Society of India. 78.
Das, A.S., Mukherjee S, Mukherjee, M, Das A.S. and Mitra, C.2003.
Aquous extract of black tea (Camellia sinensis) prevents chronic
ethanol toxicity. Current Science, 88(6): 952-961.
Das, A.S., Mukherjee, M., and Mitra, C. 2004. Evidence for a
prospective anti-osteoporosis effect of black tea (Camellia sinensis)
extract in a bilaterally ovariectomized rat model. Asia Pacific Journal
of clinical Nutrition. 13 (2): 210-216.
Sinha, D. Roy, M., De, S., Siddiqi, M and Bhattacharya, R.K. 2003.
Modulation of arsenic induced cytotoxicity by tea. Asia Pacific
Journal of Cancer Prevention, 4:233-237.
Kundu, T., Bhattacharya, R.K., Siddiqui, M and Rot, M. 2005.
Correlation of apoptosis with comet formation induced by tea
polyphenols in human leukemia cells. Journal of Environmental
pathology, Toxicology and oncology, 24(2): 89-102
Kundu, T.Subhabrato De, Madhuita Roy, Siddiqui, M and
Bhattacharya, R.K. 2005. Induction of apoptosis in human leukemia
cells by black tea and its polypheol theaflavin. Cancer Letters, 20:
1-11.
Krishnan, R, and Maru, B. 2004. Inhabiroty effect(s) of polymeric
black polyphenol fractions on the formation of [3H] – B(a)P – derived DNA adducts. Journal of Agriculture and Food Chemistry.
52: 4261-4269
Kriahnan, R, and Maru, G. 2003. Evaluation of chemopreventive
effects of black tea thearubigins. Symp. On Arsenic contamination
in ground water and its health effects 1: 24-25
Kriahnan, R, and Maru, G. 2002. Effect of black tea thearubigins on
the formulation of Benzo (a) Pyrene [B (a) P] derived DNA adducts in vitro Environmental Genomics and Health Sciences. 64-65.
Bibliography
Discipline
Publication Details
Medicinal Attributes of Tea... contd
Poddar, S. 2004. Dietary intervention with iron and black tea
infusion in reducing cytotoxifity of arsenic Indian Journal of
Experimental Biology. 42: 900-903.
.
Poddar, S., and De, M. 2002. Black tea as dietary protectant in
combination with milk and sugar against arsenic in mice invivo
Applied Nutrition. 27: 11-15
Chattopadhyay, P, Besra, S.E., Gomes, A., Sur, P., Mitra, S. and
Vedasiromoni, J.R. 2004. Anti-inflammatory activity of tea (Camellia
sinensis) root extract Life Sciences, 74: 1839-1849.
Bhattacharyya, A., Choudhuri, T., Pal, S., Chattopadhyay, S., Dutta,
G.K., Sa. G and Das, T. 2002. Apoptogenic effects of black tea on
Ehrlichs ascites carcinoma cell. Carcinogene:is, 23(1): 101 – 106.
Bhattacharyya, A., Sa, G.., Das, T and Siddiqui, M. 2003 Black
tea – induced cellular survival: evidence for reduced toxicity and
enhanced immunity in mice under stress. International Journal of
Tea Science, 2:34-39
Bhattacharyya, A., Mandal, D.P., Lahiri, l, Sa. G and Das, T, 2004.
Black tea protects imunocytes from tumor induced apoptosis by
changing Bel-2/Bax ratio. Cancer Letters, 209:147-154.
Mandal, D.P., Lahiry, L., Bhattacharyya, A., Bhattacharyya, Abhijit,
Sa, G and Das, T. 2004. Pharmacotherapeutics of tea: proposed
strategies and pharmacological studies. International Journal of Tea
Sciences, 3:261-272.
Chaudhuri, T., Sur, P., Gomes, A. Das, S.K.., and Ganguly. D.K.
1998. Effect of tea root extracts (TRE) on solid tumours induced by
3-methylcholan-threne in mice. Phytotherapy Research, 12:62-64.
Banerjee, S., Misra, A., Chattopadhyay, D.J. and Chatterjee, I.B.
2005. Black tea as an antidote for cigarette smoke induced oxidative
damage of proteins. In: Banerjee, B. and Chaudhuri, T.C. (eds):
Medicinal Properties of Tea. Oxford & IBH, New Delhi: pp 113-131
Lahiry, L., Mandal, D.P., Bhattacharyya, A., Sa, G and Das, T.
2005. Cancer prevention by cancer regression and rejuvenation
of host’s defense system; dual role of tea. In: Banerjee and Chaudhuri, T.C. (eds): Medicinal Properties of tea. Oxford & IBH,
New Delhi (Ms 89 – 112).
Shukla, Y and Tanya, P. 2002. Anticarcimogenic effect of black Tea
on pulmonary tumors of Swiss Albino mice Cancer Letters, 176:37141.
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Consumer Survey on Sustainable Tea & Coffee Consumption
Discipline
Publication Details
Medicinal Attributes of Tea... contd
Krishnan, Rajesh and Maru, G.B. 2005. Inhibitory effect(s) of
Polymeric Black Tea Polyphenols on the Formation of B(a) P-Derived
DNA Adducts in Mouse Skin: Journal of Environmental Pathology,
Tocicology and Oncology, 24(2)103 – 114.
Krishnan, R, Raghunathan, R and Maru, G.B. 2005. Effects of
polymeric black tea polyphenols on benzo(a)pyrene [B(a)P]-­induced cytochrome P4501A1 and 1A2 in mice, Xenobiotica, 671-­682
Krishnan, Rajesh and Maru, G.B. 2006. Isolation and analyses of
polymeric polyphenols fractions from black tea, Food Chemistry 331
– 340.
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Banerjee. Shuvjit, Maity. Pasas, Mukherjee. Subhendu, Sil, K. Alok,
Panda. Kousthbh, Chattopadhyay. Dhrubajyoti, Chatterjee. B. I.,
Black tea prevents cigarette smoke-induced apoptosis and lung
damage, Journal of Inflamation 2007, 4:3 doi: 10.1186/1476-925-4-3
Chattopadhyay, S., Mukherjee, S., Sanyal, A. K., Sen, D and Mitra,
C. 2008. Working postures of tea pluckers and its interrelationship
with their plucking efficiency. Occupational Ergonomics, 6: 143 –
157.
Padmini, E., Prema, K., Geetha, V., and Usha Rani, M. 2008.
Comparatuve study on composition and antioxidant properties of
mint and black tea extracts. 2008. International Journal of Food
Science and Technology.
Electronic
Bhattacharyya. Nabarun, Seth. Sohan, Tudu. Bipan, Tamuly. Pradip,
Jana. Arun, Ghosh. Devdulal, Bandyopadhyay. Rajib, Manabendra.
Bhuyan, Sadhapandit. Santanu. 2006, Detection of optimum
fermentation time for black tea manufacturing using electronic nose,
Sensors and Actuators 2006.
Bhattacharyya. Nabarun, Seth. Sohan, Tudu. Bipan, Tamuly. Pradip,
Jana. Arun, Ghosh. Devdulal, Bandyopadhyay. Rajib, Manabendra.
Bhuyan. 2006, Monitoring of black tea fermentation process using
electronic nose, Journal of Food Engineering.
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