Laghaie, ArashDuranti, Alice2025-01-282025-01-282024-06-042024-06-04http://hdl.handle.net/10362/177999The 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.engConjoint analysisMarketing researchConsumer behaviourPerceptual mapSustainabilityItalian coffee marketmaster thesis203724518