Connoisseur Consumers, Dynamics Capabilities and Sustainability of Indonesian Single Origin Coffee Consumption

Abstract

Sustainable consumption became the community’s attention as the respond of worrying consumption growth direction that tends to excessively exploit nature without considering the continuity of the next generation. Take into account the growing coffee consumption in Indonesia, this article tries to prove whether the connoisseur consumers (CCs) are capable to mediate dynamics capabilities (DCs) of single origin coffee shops (SOCSs) and to encourage the consumption sustainability. In-depth interview to 30 SOCS managers, 60 baristas and 450 consumers, it is found that CCs are capable of supporting the business continuity of SOCSs because they are loyal consumers with the contribution of more than 20% from the total consumers. Correlation testing between connoisseurs’ attributes and the number of visits also shows positive value. It means there is a significant relationship. In addition, related to the sustainability attribute, the existence of CCs has encouraged the practice of consumption sustainability. At the same time, CCs are capable to moderate SOCSs to improve sensing, seizing, and transforming shop management to put up with the competition. Based on the above findings, CCs are moderating SOCSs in improving their DCs to be more potential in improving the sustainable consumption of coffee commodity in the future.

Creating Sustainable Content by Integrating Cultural Heritage on Instagram

“…How to market Indonesian Coffee in Taiwan (Wang et al, 2017) but taking only the product itself and not the brand. Most common research are on the interest of consumer's consumption and purchasing behavior towards coffee (Gumilang et al, 2021;Purnomo et al, 2018;Samoggia & Riedel, 2018) but not with clear indication of the particular demographic. Millennial coffee business entrepreneurs research are mainly directed towards the general trend of mobile technology (Anggreni et al, 2021) to showcase the shift of purchasing behavior, from face-to-face to social media.…”