Leveraging the coffee experience as a tool for engagement with climate change

Abstract

Purpose

This study aims to investigate the potential of the coffee drinking experience as an engagement tool for climate change. Review the current state of the coffee drinking experience, define it and examine links to climate change communication practices. The argument for the coffee drinking experience as a method for engaging the public on climate change is presented.

Design/methodology

The case study method was used to analyze a small number of existing research on the coffee drinking experience. This method is used to define the coffee drinking experience and identify examples in which it could be leveraged for engaging consumers in climate change.

Findings

The emotive and multi-sensory aspects of the coffee drinking experience, combined with the informal atmosphere of the coffee houses provide a non-threatening environment for discussing complex ideas. This study finds there is scope for further exploration and research on the coffee drinking experience as a tool for public engagement with climate change.

Research limitations/implications

This paper is limited in that it is only an initial exploratory study and has not reached the empirical stage yet. It is further limited to the analysis of secondary data.

Originality

Social science in general and experiential marketing specifically has yet to examine the ability of food or drinking experiences as an engagement tool for climate change.

Citation

Eiseman, D. and Jonsson, M. (2019), "Leveraging the coffee experience as a tool for engagement with climate change", Qualitative Market Research, Vol. 22 No. 4, pp. 570-581. https://doi.org/10.1108/QMR-07-2018-0084