FROM CROP TO CUP: THE ECONOMICS BEHIND RISING GREEN COFFEE PRICES

Specialty coffee is more than a beverage. It is a sensory and cultural experience that reflects the passion of roasters, farmers and consumers. However, behind each cup is a complex and volatile global market, which is affected by variations such as climate, logistics costs and international market pressures. This volatility has an impact on both small roasters and coffee shops, and on consumers, who face price increases and changes in the availability of certain varieties or origins. In these circumstances, specialty coffee becomes more than a product: it becomes an indicator of how consumers’ everyday experience is reflected in global market dynamics. The study explores the reasons behind the recent sudden price changes in specialty green coffee and their effects on Romanian customers. Primary data, collected through semi-structured interviews with a sample of thirty specialty coffee consumers or enthusiasts, were combined with secondary data analysis from specialized literature and academic reports. The results show that demand for quality products has not radically decreased despite the price increase, and optimizing the supply chain through customer education is essential for the sustainability of small roasters. JEL classification: M31, E31, E32, D12, L66, Q13. Article History: Received: August 14, 2025; Reviewed: September 10, 2025; Accepted: September 20, 2025; Available online: September 29, 2025.