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Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research

Department of Agricultural and Food Sciences and Technologies, University of Bologna, Viale Fanin, 50, 40127 Bologna, Italy
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Sustainability 2020, 12(14), 5586; https://doi.org/10.3390/su12145586
Received: 15 June 2020 / Revised: 8 July 2020 / Accepted: 8 July 2020 / Published: 11 July 2020
(This article belongs to the Special Issue Consumers’ Preferences and Food Products)
Chocolate is consumed all over the world. Since its origin, it has undergone many transformations to meet changing market demand. A better understanding of consumer behaviour is a key objective of any business, and so it is for chocolate businesses. In order to fulfil this aim, the current study presents a systematic literature review of consumers’ consumption and purchasing behaviour towards cocoa and chocolate. Two databases have been used to collect the literature: Scopus and Web of Science. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flow diagram was used to identify the articles through the process of data screening and extractions. A total of sixty-four scientific articles have been selected. Research topics, methodological approach and data collection method were identified for each article selected. Then, the identified topics were grouped into four categories in order to obtain a model of major determinants in chocolate consumption: personal preferences, product attributes, socio-demographic factors and economic attributes. Results show that there is a strong focus on Fair Trade in chocolate. Moreover, the current literature review supports the fact that the price and promotion are under-investigated issues. This research represents a valuable tool, especially from a marketing point of view, by creating new channels and new sales opportunities for chocolate products. View Full-Text
Keywords: cocoa; chocolate; consumer behaviour; consumption; purchasing; perceptions; motives; attributes; literature review cocoa; chocolate; consumer behaviour; consumption; purchasing; perceptions; motives; attributes; literature review
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MDPI and ACS Style

Del Prete, M.; Samoggia, A. Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research. Sustainability 2020, 12, 5586. https://doi.org/10.3390/su12145586

AMA Style

Del Prete M, Samoggia A. Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research. Sustainability. 2020; 12(14):5586. https://doi.org/10.3390/su12145586

Chicago/Turabian Style

Del Prete, Margherita, and Antonella Samoggia. 2020. "Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research" Sustainability 12, no. 14: 5586. https://doi.org/10.3390/su12145586

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