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Exploring the impact of sustainability on Italian generations´ coffee choices and purchasing behavior
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| 2.3 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The Italian coffee market represents a complex landscape shaped by consumer preferences and
strong cultural traditions. The perceptions and decision-making processes among Italian coffee
consumers, even if strongly affected by traditionality, have undergone several transformations
over time, influenced by a complexity of different factors. The purpose of this marketing
research is to explore these shifts, with a specific emphasis on exploring the impact of evolving
consumers’ behaviors and social trends, particularly the attention to sustainability, on
perceptions and preferences of Italian consumers across different generations. To do this,
several approaches were employed, including expert interviews, perceptual mapping, and
conjoint analysis. The primary findings confirm a growing interest towards the theme of
sustainability, and evident disparities between different age groups.
Descrição
Palavras-chave
Marketing research Coffee industry Sustainability Conjoint analysis Consumer behavior Perceptual map