Yogyakarta – A recent study from Universitas Gadjah Mada reveals that the future of the global coffee industry is not determined solely by coffee quality or agricultural technology, but also by communication patterns among farmers, agricultural extension workers, and coffee business actors. The study was conducted by Agustinus Dicky Prastomo, Hermin Indah Wahyuni, and Muhamad Sulhan from the Doctoral Program in Extension and Development Communication at Universitas Gadjah Mada and was published in 2026 in the International Journal of Scientific Multidisciplinary Research.
The research highlights how climate change, global market pressure, and digital transformation are making the global coffee ecosystem increasingly complex. In this situation, communication has become a crucial factor in determining whether coffee systems can survive, evolve, or stagnate.
Indonesia was highlighted as an important context in the study because it is currently the world’s fourth-largest coffee producer after Brazil, Vietnam, and Colombia. According to data cited in the research, Indonesia contributes more than 9 percent of global coffee production with an average annual output of around 700 thousand tons. Indonesian coffee exports also reach hundreds of thousands of tons each year, targeting major markets in Europe, the United States, Japan, China, and Malaysia.
The study reviewed the evolution of communication within the global coffee ecosystem over the last decade, from 2014 to 2024. The researchers analyzed international scientific publications related to sustainable coffee production, climate change, agricultural technology, coffee culture, and global coffee business relations. Out of approximately 1,000 articles examined, only 11 were considered highly relevant for explaining communication dynamics in the coffee sector.
The findings show that conflicts, competing interests, and misunderstandings are natural parts of the coffee ecosystem’s development. Coffee farmers, agricultural advisors, and business actors often pursue different goals. Farmers seek stable prices and practical support, while businesses demand consistent supply and high-quality coffee. Agricultural extension services, meanwhile, promote modern and sustainable farming practices.
The researchers argue that communication should no longer be understood merely as message delivery. Using Niklas Luhmann’s autopoiesis theory, the study views communication as an evolving process of shared understanding built through information, expression, and response.
Agustinus Dicky Prastomo and his team found that relationships within the coffee ecosystem are shaped by what they describe as “double contingency,” a condition where each actor holds different expectations toward others. Farmers expect fair prices and market support, while businesses expect improved coffee standards. When communication fails to bridge these expectations, mistrust and industry stagnation can emerge.
The study also found that many coffee farming communities are beginning to create independent communication networks outside formal government or corporate systems. Some communities prefer maintaining mixed farming systems and local wisdom rather than fully adopting industrial coffee models. These patterns were observed in case studies from Indonesia, Malawi, Vietnam, Australia, and the Netherlands.
According to the researchers, communication approaches that pressure farmers too aggressively often trigger resistance. In contrast, communication that respects local realities and cultural differences is more effective in building long-term sustainability.
The study further shows that digital technology and social media are increasingly influencing changes within the coffee industry. Digital platforms allow farmers to access market information, farming techniques, and export opportunities more easily. However, digital transformation also creates new challenges, including technological inequality, limited digital literacy, and unequal access to information between developed and developing countries.
Hermin Indah Wahyuni from Universitas Gadjah Mada explained that healthy communication within the coffee ecosystem must be built on trust, collaboration, and openness to different perspectives. She emphasized that the sustainability of the coffee industry depends not only on production and economic profit but also on the ability of each system to adapt to environmental and social change.
The research carries important implications for Indonesia’s coffee industry. Governments, businesses, farmer communities, and educational institutions are encouraged to build more participatory communication systems that are not solely focused on market profit. Such an approach is considered essential for maintaining sustainable coffee production while protecting farming communities from economic pressure and climate change.
The study also opens opportunities for the development of new communication models in agriculture that are more adaptive to modern challenges. The researchers believe effective communication can encourage innovation, strengthen farmer resilience, and accelerate the transformation of sustainable coffee industries worldwide.
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