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Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market

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  • Grzegorz Maciejewski

    (Department of Market and Consumption, Faculty of Economics, University of Economics in Katowice, 40-287 Katowice, Poland)

  • Sylwia Mokrysz

    (Mokate SA, 43-450 Ustroń, Poland)

  • Łukasz Wróblewski

    (Department of Management and Production Engineering, WSB University, 41-300 Dąbrowa Górnicza, Poland)

Abstract

Producers and retailers are the driving force behind the adoption of the idea of sustainability. It has been found that while preparing their product range offer, many still pay attention to the same set of criteria: size of the customers’ earnings, how often they shop, and how much they buy when shopping. In general, sustainable values applied by consumers in their purchasing decisions are rarely taken into account in consumer segmentation. The aim of this study is to recognize if values such as environmental protection, producers’ ethical behavior, fair trade or maximizing the utility function of consumption are important factors in the purchasing process of coffee and if they can be used as segmentation variables. The discussed findings come from a standardized online survey conducted on a sample of 800 Polish coffee consumers in July 2018. The obtained results are discussed by employing multi-dimensional analyses, such as exploratory factor analysis (EFA) and cluster analysis (CA). In consequence, six segments of coffee consumers are identified and described: “responsible, aspiring to be connoisseurs”, “loyal coffee enthusiasts”, “pragmatic users”, “coffee laypersons”, “sophisticated connoisseurs”, and “consumerists, connoisseurs, but not at any price”. Among the identified segments, the most often indicated sustainable consumption values refer to “responsible, aspiring to be connoisseurs”, and the least often to “consumerists, connoisseurs, but not at any price”. The conclusions may be used by manufacturing and trade enterprises operating in the coffee market to respond to the identified needs and expectations of consumers.

Suggested Citation

  • Grzegorz Maciejewski & Sylwia Mokrysz & Łukasz Wróblewski, 2019. "Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market," Sustainability, MDPI, vol. 11(3), pages 1-20, January.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:613-:d:200502
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    References listed on IDEAS

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    2. Valentina V. Karginova-Gubinova & Sergey V. Tishkov & Alexander D. Volkov, 2022. "The Role of People’s Self-Interests of the Arctic Zone of Russia in Their Pro-environmental Behavior Choices," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 21(2), pages 365-389.
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    6. Andreas Niedermeier & Agnes Emberger‐Klein & Klaus Menrad, 2021. "Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1823-1838, May.
    7. Meike Rombach & David L. Dean & Nicole J. Olynk Widmar & Vera Bitsch, 2021. "The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany," Sustainability, MDPI, vol. 13(21), pages 1-16, November.

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