Abstract
Between agro-food products, coffee is the first commodity to quarrel in ethical attributes and sustainability issues such as fair trade, premium prices, as well as justified value chain issues. Taking into account the growing coffee consumption in Indonesia, this article tries to prove connoisseur consumers (CCs) are moderating the sustainable consumption and dynamics capabilities (DCs) of single origin coffee shops (SOCSs). An in-depth interview to 30 SOCS managers and 60 baristas and a survey to 450 consumers found that there are significant correlations between connoisseurs attributes such as the depth of a barista’s knowledge of coffee, the barista’s skills, the shop image, the coffee variation, the barista’s communication skills, and the serving techniques and that they have a relationship with an increase in the number of consumers. The existence of CCs has encouraged the practice of consumption sustainability of SOCSs and moderates SOCSs to improve sensing, seizing, and transforming shop management to stand against the competition. Based on the above findings, more in-depth research on the standard character and number of CCs is needed as well as their contribution to the revenue structure of SOCSs. Meanwhile, connoisseur customers’ support is capable of helping the SOCSs in improving their DCs to improve the sustainable consumption of Indonesian single origin coffee in the future.
Highlights
Between agro-food products, coffee is the first commodity to quarrel in ethical attributes and sustainability issues such as fair trade, premium prices, as well as justified value chain issues [1,2,3]
This research confirms that connoisseur consumers (CCs) are an important component of the sustainability of single origin coffee shops (SOCSs) amid the intense competition both with traditional coffee shops and international coffee shop chains
The potential of their existence to be more than 20% of visitors urge SOCSs owners to design their business model according to the needs of CCs
Summary
Between agro-food products, coffee is the first commodity to quarrel in ethical attributes and sustainability issues such as fair trade, premium prices, as well as justified value chain issues [1,2,3]. This article focuses on the effort of acknowledging how connoisseur consumers moderate the shop managers to build their dynamics capabilities to draw clearer sustainability consumption on the coffee mechanism This is in line with the fourth wave of coffee where a single origin or country of origin becomes an important issue along with a better coffee seed quality in the market [9]. Along with the development of the coffee business, coffee lovers have emerged as a new consumer group that regards coffee as consumption items and part of a culture [5,31,32] The frontman of these groups enjoys coffee and builds a new coffee culture, such as encouraging fair trade processes, promoting environmental care, and other various cultural movements including political resistance [4,21,33]. It is important to study the dynamic of this “coffee house” business at the local level, especially its sustainability consumption, connoisseurs’ role, and the strategy of the managers in winning the competition
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