Keywords
Specialty coffees
Visual attention
How to Cite
Abstract
Objective: This paper aims to examine coffee consumers' attention to attributes, such as socio-environmental, denomination of origin and roasting of high quality coffees in order to verify the relationship between visual attention, evaluation and attitude during the decision-making process.
Methodologies: In addition to bibliographic and documentary research, the research method is hybrid, with a controlled experiment using eye-tracking combined with a questionnaire (study 1); Study 2 consists of an online survey submitted to groups of baristas and specialty coffee enthusiasts on Facebook.
Main results: Consumers were interested in knowing more about the socio-environmental certifications and denomination of origin of the coffees they consume compared to the roasting attribute. The results of attention and choice of packaging in conjunction with what was obtained in the survey validate propositions 1 and 2 on the relevance of socio-environmental seals and designation of origin for the consumer. In turn, coffee roasting was more relevant for the connoisseur in comparison to the layperson, confirming research proposition 3.
Theoretical/methodological contributions: Conducting research with different methodologies, laboratory experiments and an online survey, represents an opportunity to encompass different views (layperson and expert) in relation to coffee consumption in the same research. The study theoretically contributes to research on visual attention and attitudes by including coffee consumption in this investigative field.
Relevance/originality: The main contribution of this research deals with the effectiveness of the information embedded on the labels of specialty coffee packages, which is a matter of interest to both academia and to the coffee market.
Social/Management implications: Labels with the analyzed information of specialty coffees properly perform the role of first activation, but they need to be inserted in an integrated communication campaign that fosters the purchase attitude, whether in retail or at other touchpoint between brands and consumers.
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