Publicação
Exploring the impact of sustainability on Italian generations´ coffee choices and purchasing behavior
| Resumo: | 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. |
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| Autores principais: | Ricciardi, Ludovica |
| Assunto: | Marketing research Coffee industry Sustainability Conjoint analysis Consumer behavior Perceptual map |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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. |
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