Consumption abandonment: changes in the meanings of coffee consumption in the wave of specialty coffees

• Autor(a) principal: Mello, Victor Galindo de
• Data de Publicação: 2020
• Outros Autores: Franco, Jheine Oliveira Bessa, Pépece, Olga Maria Coutinho
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244712
• topic: consumption abandonment; special coffees; consumption meaning.; abandono de consumo; cafés especiais; significado de consumo

Brazil's relationship with coffee is old and significant. The country has been witnessing a change in the profile of the consumer who has come to appreciate coffees of greater added value. According to this, the research sought to understand the consumption of specialty coffees through the process of abandoning the consumption of traditional coffees. For this, semi-structured interviews and projective questions were conducted with consumers of traditional and specialty coffees. The data were analyzed through content analysis. There was a balanced abandonment process, that is, consumers are looking for the special coffee, but still do not completely stop consuming the traditional in certain situations. Traditional coffee refers to routines and family, while the special is associated with sophistication and experiences with friends. Therefore, the influence of different moments of consumption on the meaning of the drink is understood and different intensities are identified in the processes of abandoning this consumption.