Market Acceptability and Consumer Perception of Corn-Based Coffee: A Descriptive Study of Café de Maiz in Bay, Laguna
Article Sidebar
Main Article Content
This study evaluated consumer perceptions and market acceptability of Café de Maiz, an innovative, non-caffeinated corn-based coffee substitute produced by a social enterprise in Bay, Laguna. Utilizing a quantitative descriptive-evaluative design, data were gathered from 236 active coffee consumers selected through purposive and convenience sampling. The primary market demographic was identified as young adult females (18–25 years old) operating within a monthly allowance of ₱5,000–₱10,000. Descriptive analysis revealed strong overall market acceptability (x̄ = 3.10, SD = 0.84), driven primarily by promotional outreach and affordable pricing. Consumer perception was highly positive (x̄ = 3.11, SD = 0.82), with respondents valuing the beverage’s non-acidic properties and its support for local agricultural sustainability. One-Way ANOVA confirmed that market acceptability did not vary significantly across demographic segments (p > 0.05), indicating broad market appeal. Crucially, Pearson correlation analysis revealed a statistically significant, weak negative relationship between consumer perception and market acceptability (r = -0.1574, p = 0.0157). This finding highlights a distinct attitude-behavior gap: while consumers highly approve of the health and ethical benefits of corn coffee, their actual transactional engagement is constrained by operational barriers, primarily localized product availability (x̄ = 2.78) and deep-seated habitual preferences for commercial instant coffee (x̄ = 2.74). These results inform a strategic action plan focused on decentralized distribution, sensory-driven marketing, and value-added social advocacy to ensure enterprise sustainability.
Downloads
References
Bautista, E. M. (2021). Acceptability of corn coffee (Zea mays) as an alternative beverage for hypertensive adults in rural communities. Philippine Journal of Health Research, 15(2), 45-58.
Castillo, L. C., & Santos, P. A. (2025). E-commerce and the growth of home-grown beverage brands in Laguna: A descriptive study. CALABARZON Business Review, 11(1), 102-115.
Fabio, R. A. (2024). Bridging the green attitude–behavior gap: Integrative behavioral tracking in real-life retail environments. Journal of Sustainability Research, 6(3), e240012.
Food and Nutrition Research Institute (FNRI). (2024). The shift to non-caffeinated diets: A survey on health-seeking behaviors of Filipinos. Department of Science and Technology.
Kitz, R., Walker, T., Charlebois, S., & Music, J. (2021). Food packaging and consumer choices during public health crises: Managing risk perceptions, convenience, and trust. International Journal of Consumer Studies, 46(2), 434–448. https://doi.org/10.1111/ijcs.12691
Liu, Y., Wang, P., Zhang, M., Chen, X., Li, K., & Qu, J. (2024). Bridging the intention–behavior gap in organic food consumption: Empirical evidence regarding cognitive and social determinants. Foods, 13(14), 2239. https://doi.org/10.3390/foods13142239
Magpantay, R. J., & Delos Reyes, M. (2022). Sensory evaluation and marketability of indigenous grain-based beverages in Southern Luzon. Journal of Philippine Agricultural Research, 29(4), 88-101.
Philippine Council for Agriculture, Aquatic and Natural Resources Research and Development (PCAARRD). (2023). Transforming white corn into functional food: A boost for local farmers. DOST Science Circle, 44(1), 12-15.
Szeląg-Sikora, A. (2025). Sustainable food consumption and the attitude–behavior gap: Factor analysis and recommendations for marketing communication. Sustainability, 17(21), 9476. https://doi.org/10.3390/su17219476
Terlau, W. (2020). Sustainable consumption and the attitude-behaviour-gap phenomenon: Causes, systemic barriers, and measurements toward a sustainable development. International Journal on Food System Dynamics, 11(4), 312–331.
Welinder, A. (2025). Consumer interferences: Exploring the attitude-behavior gap for domestic food products within active retail environments. The International Review of Retail, Distribution and Consumer Research, 35(1), 45–67. https://doi.org/10.1080/09593969.2025.2579536
Zainal Abidin, N. N., Zaki, M. A., & Shafie, F. A. (2022). Knowledge, attitude, and practices of sustainable resource management: Resolving weak negative correlations in behavioral outcomes. Journal of Sustainability Science and Management, 17(12), 89–104. https://doi.org/10.46754/jssm.2022.12.009
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.