Coffee Consumer Segmentation: Implications for Producers and Sellers

Maciejewski, Grzegorz; Mokrysz, Sylwia; Wróblewski, Łukasz

doi:10.1007/978-3-030-47380-8_8

Cited by 2 publications

(1 citation statement)

References 22 publications

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“…Over the past 30 years, many empirical studies have aimed at describing the typology of consumer attitudes to sustainable development. Typology studies differ in many respects, the consumption context (Maciejewski et al, 2020;Moschis et al, 2020;McGarry and Higgins, 2017), the sustainability focus (e.g., ethical consumption, lifestyle of health, Lin, 2020;Miczyńska-Kowalska, 2020;Matharu, Jain, and Kamboj, 2020), the dimensionality of the sustainable consumption concept (one or multiple dimensions), the focal sustainability facet (e.g., environmentally friendly consumption), the segmentation variables (e.g., attitudes, personal traits, human values), the profiling attributes (socioeconomic variables), the segmentation structure (segments reflecting either different low-to-high levels of general sustainability concern or mirroring a multifaceted consumption phenomenon) and the relationships of the segments to (actual) buying behavior (Balderjahn, et al, 2018;Anjam, et al, 2020). Finally, not at all sharing economy should be treated as a "potential new pathway to sustainability" (Heinrichs, 2013;Wang and Yu, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Sustainable Development as a Factor Differentiating Consumer Behavior: The Case of Poland

Maciejewski¹,

Malinowska²,

Kucharska³

et al. 2021

ERSJ

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The study employed the online survey technique. In order to determine the types of consumers, 18 diagnostic variables characterizing consumer behavior in the context of sustainable development, including sustainable consumption, were used. The type extraction was carried out in two steps. The first was a cluster analysis conducted with the hierarchical Ward method with the square of the Euclidean distance, and the second was a non-hierarchical cluster analysis adopting the k-means method. Findings: As a result of the conducted analyses, four relatively homogeneous types of consumers were distinguished based on their behaviors that fit into the concept of sustainable development, including consumption. The types are: Apologists, Hedonists, Active when necessary, Moderately involved. Practical Implications: The types of consumers identified and described in the paper may constitute the basis for market segmentation for firms offering consumer goods and services. In addition, the presented results of research conducted in Poland may constitute the basis for carrying out similar research in other European countries. Originality/value: In the case of Poland, there is a lack of knowledge about the types of consumers as regards their behavior in the context of sustainable development, including sustainable consumption, it can therefore be assumed that the research results contribute to the theory of consumer behavior.

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