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Article
Publication date: 9 January 2024

Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku and Aaron Tham

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers…

Abstract

Purpose

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.

Design/methodology/approach

Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.

Findings

The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.

Originality/value

This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 18 May 2022

Emmanuel Kwame Opoku, Mei-jung Sebrina Wang, Shirley Guevarra, Martin Bazylewich and Aaron Tham

This paper aims to reconceptualise entrenched supply chains associated with coffee production and consumption to digital supply chains for sustainable development.

Abstract

Purpose

This paper aims to reconceptualise entrenched supply chains associated with coffee production and consumption to digital supply chains for sustainable development.

Design/methodology/approach

A case study of seven small businesses involved with Philippine coffee is employed to examine how coffee value chains should be envisioned following COVID-19.

Findings

The COVID-19 pandemic reveals truncated barriers concerned with the lack of infrastructure, poverty cycles, sporadic workforce development policies and financial pressures that need to be redefined for coffee production and consumption to be more sustainable in the future.

Research limitations/implications

The study is restricted to a single country and a small pool of respondents that may not reflect similar practices in other regions or contexts.

Originality/value

This paper illuminates the plight of coffee farmers in an emerging production landscape of the Philippines, and develops new propositions to envision a digital value chain post-COVID-19.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 13 no. 5
Type: Research Article
ISSN: 2044-0839

Keywords

Article
Publication date: 22 August 2022

Emmanuel Kwame Opoku, Aaron Tham, Alastair M. Morrison and Mei-jung Sebrina Wang

The main aim of this research was to explore specialty coffee experience dimensions and what drives revisit intentions through experiencescapes. The theoretical framework on…

1394

Abstract

Purpose

The main aim of this research was to explore specialty coffee experience dimensions and what drives revisit intentions through experiencescapes. The theoretical framework on experience co-creation in food and wine consumption by Carvalho et al. (2021) was employed to explore the dimensions of specialty coffee shop experiences and specialty coffee consumer revisit intentions.

Design/methodology/approach

Using the interpretivist epistemology, this research explored these factors from the perspectives of customers, coffee shop baristas, and managers and owners to better understand consumer behaviour in the context of urban coffee shops. In-depth interviews were employed to collect data to obtain first-hand, emic perspectives.

Findings

The notion of specialty coffee and its experiencescape were examined in the context of a region of tea-dominated landscapes. This research highlighted the significance of baristas as agents of coffee connoisseurship, being able to introduce the beans and the art of coffee making to customers in active ways. The findings amplified that olfactory encounters triggering a myriad of senses are crucial to the specialty coffee experiencescape.

Originality/value

This is among the first studies to explore the driving factors for customer visits and revisit intentions to urban coffee shops. The findings point to greater sophistication and engagement in-person and online for urban coffee shops. More importantly, the olfactory encounters differed for solo and group customer.

Details

British Food Journal, vol. 125 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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