Global coffee value chain in El Salvador: analysis from consumer behavior

Abstract

The coffee sector has been historic in El Salvador for its different contributions to the environ-ment, the generation of employment and foreign exchange, which is why it has been the subject of study on numerous occasions; However, the rises and falls in its participation are due to variousfactors, among which are the various policies implemented, which has led to the search for other alternatives, both to boost this sector and the search for other productive chains. However, havingrelegated the participation of the primary sector of the economy to third place, it is important to note that within this sector the greatest contribution in terms of generation of foreign exchange and employment corresponds to the coffee subsector. This sector has suffered different crises and,for this reason, it is important to analyze its reconversion and adaptation to a new socioeconomicreality, even more so after the Covid-19 pandemic.

In this way, the objective of this research is to study the Global Coffee Value Chain, with a variant of the approach, which is consumer behavior. To achieve this objective, the starting point is toapply the theoretical approach of Global Value Chains, based on previously carried out research and deepening the analysis based on primary information from a consumer survey that allowedus to identify preferences in brands and distribution channels. distribution.