Enhancing Coffee-Based Innovations Through Vietnam - Philippines Co-Creation

Abstract

Coffee is a daily staple for Filipino consumers, yet the industry is increasingly shifting toward value-added and innovative products beyond traditional beverages. At the same time, Vietnam’s position as a global coffee producer presents opportunities for cross-border collaboration that can support new forms of coffee-based innovation in the Philippine market. This study examines Filipino consumers’ readiness and acceptance of coffee-based innovations developed The Philippine coffee industry faces a critical gap in the development of value-added, cross-border innovations capable of responding to shifting consumer preferences and emerging regional market opportunities. This study examined the level of market readiness, awareness, decision-related factors, willingness to pay, and perceived market potential of Filipino consumers toward coffee-based innovations developed through Vietnam–Philippines co-creation (VN–PH). A descriptive-correlational quantitative research design was employed, utilizing a structured bilingual questionnaire administered to 150 Filipino coffee consumers through purposive sampling in urban and semi-urban areas. Data were analyzed using frequency and percentage distributions, chi-square tests with Cramer's V effect size, and binary and ordinal logistic regression at α = 0.05. Results revealed that 94% of respondents were active coffee drinkers and 57% consumed coffee daily, indicating high market readiness. Awareness of Vietnamese coffee emerged as the strongest predictor of acceptance, with a statistically significant large-magnitude association between awareness and prior trial (χ² = 69.528, p < .001; Cramer's V = 0.69). No single decision factor   including taste, price, or health benefits   independently predicted consumer intention (all p > .05; Nagelkerke R² = .038), confirming a holistic multi-attribute decision architecture. Willingness to pay clustered in the PHP 101–200 range but did not significantly predict consumer support. Coffee-based snacks, desserts, and fitness products were identified as the strongest non-beverage market categories. The findings support the development of a Vietnam–Philippines Coffee Innovation Strategy Framework (VN–PH CISF) to guide market entry, product development, value proposition design, and pricing strategy for entrepreneurs and industry stakeholders.