Requirements of Environmentally-Aware Consumers on the Implementation and Communication of Sustainability Measures in the Beverage Industry: A Qualitative Kano-Model Approach

Abstract

ABSTRACT Although the importance of sustainability in the beverage industry for consumers rises, environmentally-friendly attitudes often do not result in sustainable buying behavior. Ineffective communication strategies or implemented sustainability measures of producers that do not deliver value from the consumer’s perspective could be the reasons. Therefore, within three environmentally-aware focus groups, grocery choice motives are discussed and, by using a qualitative Kano-model approach, consumer requirements on sustainability measures within the beverage industry are categorized. Furthermore, expectations regarding the communication of sustainability-linked information are outlined. The results reveal that the participants pay particular attention to healthy diets, prices, and discounts when buying groceries and sustainability measures within the beverage industry can mainly be classified as must-be requirements. For communicating sustainability measures, the test subjects especially demand a stronger connection between online and offline communication channels. Based on the findings, implications for beverage manufacturers and future research directions are elaborated.