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Analyzing the effect 0f brand sustainability on the coffee preferences and buying behavior of different Italian generations
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Orientador(es)
Resumo(s)
The Italian coffee market is a complex landscape influenced by consumer preferences and strong
cultural traditions. This marketing research investigates how Italian coffee consumers'
perceptions and decision-making processes have evolved over time, particularly focusing on the
impact of changing consumer behaviors and social trends, such as sustainability. Various
methods, including expert interviews, perceptual mapping, and conjoint analysis, were used to
examine these shifts. The study's primary findings highlight a growing interest in sustainability
and significant differences in preferences among different age groups.
Descrição
Palavras-chave
Customers´ perceptions Brand sustainability Purchasing behavior Italian coffee market Marketing research Perceptual map