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Abstract

Consuming organic food is an essential contribution to sustainable development. The objectives of this study were 1) to investigate the origins and motives behind the formation of organic coffee shop enterprises, 2) to explore how they communicate with customers in order to foster trust, 3) to examines the strategies utilized by organic coffee shops, and 4) to explore consumers’ responses to the strategies. This study employed a qualitative methodology to examine both the perspectives of the organic coffee providers and consumers. Data were collected from the providers via observation and in-depth interviews. Narrative data was gathered from customers' first-hand experiences in order to examine how they reacted to the strategies employed by organic coffee shops.

The study revealed that the motivations for beginning an organic coffee business include a passion for coffee products and health-consciousness, a desire to support local farmers, and the ability to build on current businesses. Entrepreneurs have three main motivations for running an organic coffee shop business: expanding the organic coffee business to be more widely recognized, receiving positive feedback from customers, and envisioning the potential for business growth through profitability. Furthermore, the study indicated that organic coffee shops effectively communicate the concept of sustainable consumption by emphasizing health and food safety, environmental impact, and support for local products. The organic coffee shops used three major strategies to attract customers: displaying certified organic food standards, providing convenience for customers, and conveying information through advertising and salespeople. The consumer study revealed that consumers were highly impressed by the organic coffee shops' atmospheres, which were enhanced by a decor that featured natural elements. They also expressed their appreciation for the affordable pricing, excellent coffee flavor, and the establishment of strong ties through the transmission of information.  Recommendations of this study include (1) organic coffee shop should provide more training about communication and service skills to all staffs and (2) government should utilize tax reduction for organic coffee shops.