“CONSUMIR CAFÉ É…”: Representações Sociais da Subcultura de Consumidores de Cafés Especiais da CafEsal

• Autor(a) principal: da Silva Anjo, José Edemir
• Data de Publicação: 2022
• Outros Autores: José de Brito, Mozar, Pereira Brito, Valéria da Glória, dos Santos Vieira, Luciana, Ramos de Melo, Mariana
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7615
• topic: Representações Sociais; Subcultura; Café Especial

The study sought to identify the social representations of consumers of specialty coffees at CafEsal, a school Coffee shop at the Federal University of Lavras (UFLA), based on a dialogue between the theoretical concepts of Consumer Culture Theory (CCT) and Theory of Social Representations (TRS). The research followed a qualitative approach with data collection via forms using the Free Word Association Technique (TALP) through the application of the IRAMUTEQ software. It was noted that the practice of special coffee consumption emerges from the tradition of the local coffee culture and the institution, which anchors and strengthens habits and maintains a subculture of consumption.