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Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of co...

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Detalles Bibliográficos
Autores principales: Samoggia, Antonella, Riedel, Bettina
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2019
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6471209/
https://www.ncbi.nlm.nih.gov/pubmed/30889887
http://dx.doi.org/10.3390/nu11030653
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author Samoggia, Antonella
Riedel, Bettina
author_facet Samoggia, Antonella
Riedel, Bettina
author_sort Samoggia, Antonella
collection PubMed
description Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds.
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spelling pubmed-64712092019-04-25 Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing Samoggia, Antonella Riedel, Bettina Nutrients Article Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds. MDPI 2019-03-18 /pmc/articles/PMC6471209/ /pubmed/30889887 http://dx.doi.org/10.3390/nu11030653 Text en © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Samoggia, Antonella
Riedel, Bettina
Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title_full Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title_fullStr Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title_full_unstemmed Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title_short Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing
title_sort consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6471209/
https://www.ncbi.nlm.nih.gov/pubmed/30889887
http://dx.doi.org/10.3390/nu11030653
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