Atributos específicos dos cafés especiais são importantes para quem consome a bebida? Um estudo sobre atenção e atitudes

Lucas de Vasconcelos Teixeira; Leandro Leonardo Batista; Nuno Manoel Martins Dias  Fouto

doi:10.53946/rmr.v3i1.23

Authors

Lucas de Vasconcelos Teixeira Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)
Leandro Leonardo Batista Escola de Comunicações e Artes da Universidade de São Paulo, ECA/USP, São Paulo, (Brasil)
Nuno Manoel Martins Dias Fouto Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

DOI:

https://doi.org/10.53946/rmr.v3i1.23

Keywords:

Consumer behavior, Specialty coffees, Visual attention

Abstract

Objective: This paper aims to examine coffee consumers' attention to attributes, such as socio-environmental, denomination of origin and roasting of high quality coffees in order to verify the relationship between visual attention, evaluation and attitude during the decision-making process.

Methodologies: In addition to bibliographic and documentary research, the research method is hybrid, with a controlled experiment using eye-tracking combined with a questionnaire (study 1); Study 2 consists of an online survey submitted to groups of baristas and specialty coffee enthusiasts on Facebook.

Main results: Consumers were interested in knowing more about the socio-environmental certifications and denomination of origin of the coffees they consume compared to the roasting attribute. The results of attention and choice of packaging in conjunction with what was obtained in the survey validate propositions 1 and 2 on the relevance of socio-environmental seals and designation of origin for the consumer. In turn, coffee roasting was more relevant for the connoisseur in comparison to the layperson, confirming research proposition 3.

Theoretical/methodological contributions: Conducting research with different methodologies, laboratory experiments and an online survey, represents an opportunity to encompass different views (layperson and expert) in relation to coffee consumption in the same research. The study theoretically contributes to research on visual attention and attitudes by including coffee consumption in this investigative field.

Relevance/originality: The main contribution of this research deals with the effectiveness of the information embedded on the labels of specialty coffee packages, which is a matter of interest to both academia and to the coffee market.

Social/Management implications: Labels with the analyzed information of specialty coffees properly perform the role of first activation, but they need to be inserted in an integrated communication campaign that fosters the purchase attitude, whether in retail or at other touchpoint between brands and consumers.

Downloads

Download data is not yet available.

Author Biographies

Lucas de Vasconcelos Teixeira, Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

Doutor pelo Programa de Pós-Graduação em Comunicação e Práticas de Consumo da Escola Superior de Propaganda e Marketing - PPGCOM/ESPM, São Paulo, (Brasil). Doutorando pela Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo. Professor da Pós-Graduação Lato Sensu EaD da Escola Superior de Propaganda e Marketing - ESPM.

Leandro Leonardo Batista, Escola de Comunicações e Artes da Universidade de São Paulo, ECA/USP, São Paulo, (Brasil)

Doutor em Comunicação Social University of North Carolina System - UNC, (Estados Unidos). Professor da Escola de Comunicações e Artes da Universidade de São Paulo, ECA/USP, São Paulo, (Brasil), e do programa de pós-graduação PPGCOM-USP.

Nuno Manoel Martins Dias Fouto, Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil)

Doutor em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária da Universidade de São Paulo, FEA/USP, São Paulo, (Brasil). Professor da área de Economia das Organizações do departamento de administração da FEA/USP.

References

Alvarez, G., Pilbeam, C. and Wilding, R. (2010), “Nestlé Nespresso AAA sustainable quality: an investigation into the governance dynamics in a multi-stakeholder supply program chain network”, Supply Chain Management: An International Journal, 15(2), 165-182. DOI: https://doi.org/10.1108/13598541011028769

Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607-627. DOI: https://doi.org/10.1037/0022-3514.41.4.607

Basu, A. K., & Hicks, R. L. (2008). Label performance and the willingness to pay for Fair Trade coffee: a cross-national perspective. International Journal of Consumer Studies, 32(5), 470-478. DOI: https://doi.org/10.1111/j.1470-6431.2008.00715.x

Bialkova, S., Grunert, K. G., & van Trijp, H. (2013). Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels. Food Policy, 41, 65-74. DOI: https://doi.org/10.1016/j.foodpol.2013.04.010

Borrella, I., Mataix, C., & Carrasco‐Gallego, R. (2015). Smallholder farmers in the speciality coffee industry: opportunities, constraints and the businesses that are making it possible. IDS Bulletin, 46(3), 29-44. DOI: https://doi.org/10.1111/1759-5436.12142

Clement, J., Kristensen, T., & Grønhaug, K. (2013). Understanding consumers' in-store visual perception: The influence of package design features on visual attention. Journal of Retailing and Consumer Services, 20(2), 234-239. DOI: https://doi.org/10.1016/j.jretconser.2013.01.003

Cohen, J. B., & Reed, A. (2006). A multiple pathway anchoring and adjustment (MPAA) model of attitude generation and recruitment. Journal of Consumer Research, 33(1), 1-15. DOI: https://doi.org/10.1086/504121

Daviron, B., & Ponte, S. (2005). The coffee paradox: Global markets, commodity trade and the elusive promise of development. Zed books. DOI: https://doi.org/10.5040/9781350222984

Ellsworth, P. C., & Scherer, K. R. (2003). Appraisal processes in emotion. In: Davidson, R. J., Goldsmith, H., & Scherer, K. R. (Eds.), Handbook of Affective Sciences. New York and Oxford, Oxford University Press, Capítulo 29, 572-595.

Euromonitor International. (2017). Tendências do Mercado de Cafés em 2017. <http://abic.com.br/src/uploads/2018/05/2017.pdf>. Acesso em: 10.10.19.

______. (2016). Tendências do Mercado de Cafés em 2016.

<http://abic.com.br/src/uploads/2017/10/Final-Presentation-28-Nov-2016-Ps-delivery.pdf>. Acesso em: 10.10.19.

Fazio, R. H., Powell, M. C., & Williams, C. J. (1989). The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research, 16, December, 280-288. DOI: https://doi.org/10.1086/209214

Fischer, E. F. (2017). Quality and inequality: Taste, value, and power in the third wave coffee market (No. 17/4). MPIfG Discussion Paper.

Folmer, B. (2014). How can science help to create new value in coffee?. Food research international, 63, 477-482. DOI: https://doi.org/10.1016/j.foodres.2014.03.020

Hoemann, K., Fei Xu, F., Lisa Feldman Barrett, L. F. (2019). Emotion Words, Emotion Concepts, and Emotional Development in Children: A Constructionist Hypothesis. American Psychological Association. Vol. 55, No. 9, 1830–1849. DOI: https://doi.org/10.1037/dev0000686

Kwon, J., & Nayakankuppam, D. (2015). Strength Without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitudes. Journal of Consumer Research, 33, June, 1-15. DOI: https://doi.org/10.1093/jcr/ucv019

Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer’s purchase decision. Economics and Management, (14), 441-447.

Manzo, J. (2010). Coffee, connoisseurship, and an ethnomethodologically-informed sociology of taste. Human Studies, 33(2-3), 141-155. DOI: https://doi.org/10.1007/s10746-010-9159-4

______. (2014). Machines, People, and Social Interaction in “Third-Wave” Coffeehouses. Journal of Arts and Humanities, v. 3, n. 8, 1-12.

______. (2015). “Third-wave” coffeehouses as venues for sociality: On encounters between employees and customers. The Qualitative Report, 20(6), 746-761.

Nunes, R., Silva, L. D., Saes, M. S. M., Sousa, R. N. R. L., & Souza, R. C. (2013). Incentives to differentiation strategies for Brazilian coffee producers. Revista de Economia e Administração, 12(2), 165-179. DOI: https://doi.org/10.11132/rea.2013.749

Orquin, J. L., & Loose, S. M. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190–206. DOI: https://doi.org/10.1016/j.actpsy.2013.06.003

Raposeiras, I. (2014). O café. In: Andreotti, C (org.). Chefs - Café. São Paulo: Editora Melhoramentos, 47-77.

Reinecke, J., Manning, S., & Von Hagen, O. (2012). The emergence of a standards market: Multiplicity of sustainability standards in the global coffee industry. Organization Studies, 33(5-6), 791-814. DOI: https://doi.org/10.1177/0170840612443629

Reis, N. D., Valadares, G. C., Costa, E. A., Zati, J. P., Castro Júnior, L. G., (2019). Percepção dos consumidores da cafeteria escola Cafesal_UFLA: uma análise sensorial de diferentes tipos de torra de café especial. Anais XXII SemeAd: Seminários em Administração. São Paulo. Acesso em: 25-11-2019. Disponível em: http://login.semead.com.br/22semead/anais/resumo.php?cod_trabalho=2286

Rhinehart, R. (2009). What is specialty coffee? <http://www.scaa.org/?page=RicArtp1>Acessado em: 10.10.19. DOI: https://doi.org/10.1097/01.NEP.0000363401.16031.d4

Rodrigues, A. (1975). Conceito de atitude. In: Rodrigues, A. Psicologia social. Petrópolis: Ed Vozes. Capítulo 12, 393-408.

Rodrigues, F., Oliveira, M., Diogo, J. (2015). Investigação em neurociência aplicada ao consumo. In: Rodrigues, F., Oliveira, M., Diogo, J. Princípios de neuromarketing: neurociência cognitiva aplicada ao consumo, espaços e design. Psicosoma, Viseu, Capítulo 3, 107-130.

Roseberry, W. (1996). The rise of yuppie coffees and the reimagination of class in the United States. American Anthropologist, 98(4), 762-775. DOI: https://doi.org/10.1525/aa.1996.98.4.02a00070

Sassatelli, R. (2007). Consumer culture: history, theory and politics. London: Sage. DOI: https://doi.org/10.4135/9781446212684

Sepúlveda, W. S., Chekman, L., Maza, M. T., Mancilla, N. O. (2016). Consumers' preference for the origin and quality attributes associated with production of specialty coffees: Results from a cross-cultural study. Food Research International, 89, 997–1003. DOI: https://doi.org/10.1016/j.foodres.2016.03.039

Stellmacher, T., & Grote, U. (2011). Forest coffee certification in Ethiopia: Economic boon or ecological bane? (No. 76). ZEF working paper series.

Teixeira, L. V., & Nunes, M. R. F. (2016). Café e cenas culturais na cidade de São Paulo: consumo, memória e ambiências comunicacionais. Razón y Palabra, 20(94), 347-383.

______. (2019). Consumo de memórias em cafeterias paulistanas. Dispositiva - Revista do Programa de Pós-Graduação em Comunicação Social da Faculdade de Comunicação e Artes da PUC Minas, v. 8, 30-42. DOI: https://doi.org/10.5752/P.2237-9967.2019v8n13p30-42

Teuber, R. (2010). Geographical indications of origin as a tool of product differentiation: The case of coffee. Journal of International Food & Agribusiness Marketing, 22(3-4), 277-298. DOI: https://doi.org/10.1080/08974431003641612

______., & Herrmann, R. (2012). Towards a differentiated modeling of origin effects in hedonic analysis: An application to auction prices of specialty coffee. Food Policy, 37(6), 732-740. DOI: https://doi.org/10.1016/j.foodpol.2012.08.001

Varela, P., Antúnez, L., Cadena, R. S., Giménez, A., & Ares, G. (2014). Attentional capture and importance of package attributes for consumers' perceived similarities and differences among products: A case study with breakfast cereal packages. Food research international, 64, 701-710. DOI: https://doi.org/10.1016/j.foodres.2014.08.015