Applying acceptability and emotion to understand the consumer's consumption habits and involvement with coffee

Abstract

AbstractThe current study determined the hedonic perception and emotion response during coffee consumption, and also aimed to understand the coffee drinkers' involvement and consumption habits related to this beverage. An acceptability and an emotions test followed by an attitudinal survey on consumption habits and coffee involvement were performed with three coffees samples. Results suggest that coffee drinkers, in general, drink coffee to experience sensory gratification and elicitation of positive emotions, and absence of negative emotions. Three consumer clusters were identified and the data reaffirmed that consumers' like and dislike were directly related to positive and negative emotions, respectively. It also revealed that the absence of interest for samples can dampen the emotion response drastically as seen with Cluster 2. Although all three clusters cared about coffee very much, there were no distinct patterns that tied their preferences in the test to their coffee consumption habits and perception.Practical ApplicationsWith the advent of specialty coffee and coffee shops, consumers are approaching coffee from a drinking experience perspective rather than just caffeine fix. Consumers want to know more about the origins of their coffee, which is also tied to their increased awareness of sustainability and quality issues. The results of this study, we hope, will help provide guidance to the coffee industry and growers in understanding the expectations of the coffee drinker and hence, market their coffees effectively.