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Human, Simeon Deo Hannes 
ORCID: https://orcid.org/0000-0001-9878-0532
(2025)
Cocoa value chain circularity: consumer perception of Ivorian farmers' living income.
PhD thesis, University of Gloucestershire.
doi:10.46289/SDSE1990
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Text (Final thesis)
15945 Human (2025) Cocoa value chain circularity consumer perception of Ivorian farmers' living income.pdf - Accepted Version Available under License All Rights Reserved. Download (12MB) | Preview |
Abstract
Purpose: the research aims to derive solutions from new data to improve the cocoa business model. Value chain transparency and circularity are tested as concepts that could be used to enable farmers to maintain a living income. A living income is defined as the amount needed for a household to afford a decent standard of living. Methodology: a qualitative approach is used to elicit consumer perception of Ivorian farmers' living income through the lens of value chain circularity. The primary dataset includes a farmer questionnaire (n=215), consumer questionnaire (n=212), and semi-structured interviews with 12 stakeholders. The research is guided by consumption theory, drawing on Keynes, Friedman, and Modigliani. Findings: while over 50% of consumers hold undergraduate degrees, more than 54% of farmers are illiterate. Over 80% of farmers reported transport issues, lack of banking access, and low income as major constraints. Farmers may perceive that no matter how much they adopt circular practices, the benefits are likely to be minimal without structural changes in the value chain that address inequalities. However, consumers spread across six countries increased the share paid to farmers by 7.41% after viewing an informational video. The Cronbach’s Alpha value of 0.79 indicates acceptable reliability. Even among lower-income consumers, raising awareness of the challenges faced by cocoa farmers can result in greater support for farmers receiving a fairer share of the consumer price. Interviewees suggest that while circularity may reduce waste, the concept does not guarantee poverty alleviation. This presents an opportunity for entrepreneurial circular business models to explicitly address income distribution. Originality: entrepreneurial circular business models could be leveraged by incorporating a new conceptual tool, the Fair Score Framework, which measures value chain fairness, using the UN SDGs, Nutri-Score label and OECD circularity scoreboard as reference points.
| Item Type: | Thesis (PhD) | |||||||||
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| Additional Information: | Award conferred by the University of Gloucestershire in partnership with the Royal Agricultural University. The article Human, S. (2026). Leveraging Circular Business Models to Achieve Living Incomes for Ivorian Cocoa Farmers. Journal of Circular Economy, 4(1). https://doi.org/10.55845/joce-2026-4153 is based on this work. | |||||||||
| Uncontrolled Keywords: | Cocoa; Living income; Transparency; Circularity; Consumer | |||||||||
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| Divisions: | Schools and Research Institutes > School of Business, Computing and Social Sciences | |||||||||
| Depositing User: | Rhiannon Goodland | |||||||||
| Date Deposited: | 31 Mar 2026 08:50 | |||||||||
| Last Modified: | 14 Apr 2026 11:02 | |||||||||
| URI: | https://eprints.glos.ac.uk/id/eprint/15945 |
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