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Investigating how brand sustainability shapes Italian generations´ coffee preferences and purchasing behavior
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Orientador(es)
Resumo(s)
The Italian coffee market is a dynamic landscape influenced by consumer preferences and strong
cultural traditions. Despite the deep-rooted traditionality, the perceptions and decision-making
processes of Italian coffee consumers have evolved significantly over time due to various
factors. This marketing research aims to investigate these changes, with a specific focus on how
evolving consumer behaviors and social trends, particularly the increasing emphasis on
sustainability, shape the preferences and purchasing behavior of Italian consumers across
different generations. To achieve this, the study utilized several methodologies, including expert
interviews, perceptual mapping, and conjoint analysis. The key findings highlight a growing
interest in sustainability and notable differences between age groups.
Descrição
Palavras-chave
Marketing research Perceptual map Conjoint analysis Consumer behaviours Italian coffee market Sustainability