Coffee in capsules consumers’ behaviour: a quantitative study on attributes, consequences and values

Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>Coffee in capsules consumers’ behaviour depends not only on the products’ attributes, but also the consequences perceived by them and the alignment with their values. This paper aims to investigate the impacts of the Attributes of coffees in capsules on the consequences perceived by consumers concerning their consumption and the effects of these Consequences on consumers’ Values.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>This study developed a scale for assessing the perception of consumers of coffee in capsules about Attributes, Consequences and Values (A-C-V) regarding its consumption. A link to this survey’s electronic questionnaire was posted on the social networks Facebook and Peabirus. This research sample is for convenience and accessibility and has 213 consumers of coffee in capsules. Structural Equation Modelling (SEM) was the statistical method used for data analysis.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>Attributes have two sub-dimensions (Own attributes and Functional attributes), while Consequences have three sub-dimensions (Handling Benefits, Rational Benefits, Convenience Benefits) and Values have just one dimension. Also, SEM has shown a statistically significant positive relationship between A-C-V perceived by consumers of coffee in capsules. These results confirm the hypotheses developed based on the Means-End Chain Theory (MEC).</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>As academic contributions, this paper develops a structural model that quantitatively demonstrates the impacts of Attributes perceived by consumers of coffee in capsules on the Consequences of consumption and its effects on their Values. The present survey is the first in the literature that uses structural models contemplating A-C-V. As managerial contributions, this survey provides relevant information to the decision-making of several stakeholders of the chain of coffee in capsules.</jats:p></jats:sec>

Employee emotional competence and service recovery satisfaction: the mediating role of consumer forgiveness

“…, 2018). Accordingly, our observations per variable are more than 40, which is higher than the minimum threshold (Oliveira et al. , 2021).…”

“…Previous scholars recommended that the sample size for PLS-SEM should be five to ten cases per variable (Hair et al, 2018). Accordingly, our observations per variable are more than 40, which is higher than the minimum threshold (Oliveira et al, 2021). Therefore, the sample size was satisfactory for further analyses.…”

Do memorable restaurant experiences affect eWOM? The moderating effect of consumers' behavioural engagement on social networking sites

“…SmartPLS is ideal when the research data does not have a normal distribution (Hair et al, 2019b). It is worth noting that data that does not show a normal distribution is quite frequent in studies in applied social sciences (Oliveira et al, 2021;Yang et al, 2021). This software can simultaneously estimate the survey's measurement and structural models (Oliveira et al, 2021).…”

“…It is worth noting that data that does not show a normal distribution is quite frequent in studies in applied social sciences (Oliveira et al, 2021;Yang et al, 2021). This software can simultaneously estimate the survey's measurement and structural models (Oliveira et al, 2021). SmartPLS also assess a variable's moderation on the effect of an exogenous construct on an endogenous construct (Hair et al, 2014).…”

Faktor-Faktor Yang Memengaruhi Nilai Pelanggan Dan Pengaruhnya Terhadap Loyalitas Pelanggan Dalam Berbelanja Produk Elektronik Secara Online

“…Untuk menguji validitas, digunakan pengujian Kaiser-Meyer-Olkin Measure of Sampling Adequacy dengan ketentuan nilai diatas 0,5, Bartlett Test of Sphericity dengan ketentuan signifikansi 5% (Hair et al, 2018), serta Component Analysis dengan ketentuan Factor Loading di atas 0.5 yang diuji per variabel (Oliveira et al, 2021). (Cai & Xu, 2011;Cho & Hyun, 2016;Robins & Holmes, 2008;Tractinsky et al, 2000).…”