Refers to specialty coffee drinkers that are much more/ somewhat likely to buy
Method of interview
Online survey
Supplementary notes
Original survey question was as follows: "Here are some things that a coffee company could say about their coffee. What effect do each of these have on your interest in buying their coffee?"
The number of respondents was as follows:Â
2017 n=1,315
2020 n=1,122
20214 n=847
Citation formats
Impact of coffee certifications on purchase intent in the U.S. 2017-2024
According to a survey, the impact of coffee certifications on the purchase intention of specialty coffee drinkers in the U.S. was generally lowest during the pandemic in 2020. Compared to 2017 and 2024, all certifications had the least influence. For example, in 2017, the influence of Fair Trade certifications on specialty coffee purchases was ** percent. In 2020, this share decreased to only ** percent, and in 2024, it rose again to ** percent.
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National Coffee Association. (June 13, 2025). Impact of coffee certifications on purchase intent among specialty coffee drinkers in the U.S. in selected years from 2017 to 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/
National Coffee Association. "Impact of coffee certifications on purchase intent among specialty coffee drinkers in the U.S. in selected years from 2017 to 2024." Chart. June 13, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/
National Coffee Association. (2025). Impact of coffee certifications on purchase intent among specialty coffee drinkers in the U.S. in selected years from 2017 to 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/
National Coffee Association. "Impact of Coffee Certifications on Purchase Intent among Specialty Coffee Drinkers in The U.S. in Selected Years from 2017 to 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 13 Jun 2025, /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/
National Coffee Association, Impact of coffee certifications on purchase intent among specialty coffee drinkers in the U.S. in selected years from 2017 to 2024 ÌÇÐÄÆƽâ°æ, /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/ (last visited July 28, 2026)
Impact of coffee certifications on purchase intent among specialty coffee drinkers in the U.S. in selected years from 2017 to 2024 [Graph], National Coffee Association, June 13, 2025. [Online]. Available: /statistics/1618641/impact-of-coffee-certifications-on-purchase-intent-in-the-us/
