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Open AccessArticle

Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Department of Agro-Food Sciences and Technologies, Alma Mater Studiorum University of Bologna, Viale Fanin 50, 40127 Bologna, Italy
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Nutrients 2019, 11(3), 653; https://doi.org/10.3390/nu11030653
Received: 15 February 2019 / Revised: 11 March 2019 / Accepted: 13 March 2019 / Published: 18 March 2019
(This article belongs to the Special Issue Coffee and Caffeine Consumption for Human Health)
Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds. View Full-Text
Keywords: consumer; behavior; perception; coffee; health; consumption motives consumer; behavior; perception; coffee; health; consumption motives
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Samoggia, A.; Riedel, B. Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing. Nutrients 2019, 11, 653.

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