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Understanding how sustainability influences Italian generations´ coffee preferences and purchase patterns
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Orientador(es)
Resumo(s)
The Italian coffee market is shaped by strong consumer preferences and cultural traditions.
However, the market is evolving thanks to the influence of several factors impacting
perceptions and purchase decisions among coffee consumers. The purpose of this marketing
research is to explore these shifts, with an 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. Several
approaches were employed, including expert interviews, perceptual mapping, and conjoint
analysis. Primary findings confirm a growing interest in sustainability, and evident disparities
between different age groups.
Descrição
Palavras-chave
Conjoint analysis Marketing research Consumer behaviour Perceptual map Sustainability Italian coffee market