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Investigating how brand sustainability affects Italian generations´ coffee preferences and buying habits
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Resumo(s)
The Italian coffee market is a complex landscape shaped by consumer preferences and deep rooted cultural traditions. Despite this strong traditional influence, the perceptions and decision making processes of Italian coffee consumers have evolved over time, driven by various factors.
This marketing research aims to investigate these changes, focusing on how evolving consumer
behaviors and social trends, particularly sustainability, impact the perceptions and preferences
of Italian consumers across different generations. Multiple methods, including expert
interviews, perceptual mapping, and conjoint analysis, were utilized in this study. The findings
highlight a growing interest in sustainability and significant differences in preferences across
age groups.
Descrição
Palavras-chave
Italian coffee market Sustainability Purchase habits Consumer buying behaviours Marketing research Conjoint analysis Perceptual map