Building on Guimarães et al. (2019) study and using the modeling of structural equations, the objective of this paper was to elaborate constructs whose variables would enable the characterization and distinction of individuals among these different groups of consumers and to provide insights into their transition between them.
The constructs were validated by the average variance extracted adaptive (AVEADP) index. The transition between consumer groups is explained and encouraged by advances in their conceptual and perceptual knowledge. Thus, regular consumers should be addressed with messages aimed primarily for the social aspect of consumption; enthusiasts, by reinforcing simple to moderate aspects commonly used as product purchase criteria and experts, attracted by the emphasis on complex criteria related to specialty coffee's conceptual and perceptual knowledge, highlighting their influence on the beverage's sensory profile.
Those results enabled a better understanding of these consumers and can guide the marketing strategies of different actors in this market.
Important attempts to understand and characterize Brazilian specialty coffee consumers were conducted by Guimarães et al. (2019) and Ramírez-Correa et al. (2020). However, further studies are needed to differentiate different specialty coffee consumer groups and enhance the market applicability of those studies results. In addition, despite its importance, there is a paucity of public domain studies about the national consumption of specialty coffees, being the results of this work important for the wide dissemination of such information.
The authors would like to thank the Coordination for the Improvement of Higher Education Personnel (CAPES) and National Council for Scientific and Technological Development (CNPq) for financial support. Process: 305.599/2018-6.
Santos, P.M.d., Cirillo, M.Â. and Guimarães, E.R. (2021), "Specialty coffee in Brazil: transition among consumers' constructs using structural equation modeling", British Food Journal, Vol. 123 No. 5, pp. 1913-1930. https://doi.org/10.1108/BFJ-06-2020-0537
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