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The difference in the effect size across regions indicates consumers' preference heterogeneity for coffee ecolabelling. In general, despite the debate that the existence of multiple ecolabelling in the market may cause a decline in consumers' trust and willingness to pay overtime, our study concludes that consumers' purchase behavior in selected countries is pro-eco-coffee.A cross-sectional study was conducted in December 2018 in four purposively selected villages of Bedele district, Oromia Regional State, Southwest Ethiopia. The study aimed to determine th
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