Cultivation of new taste: taste makers and new forms of distinction in China’s Coffee Culture

Xu, Xinyue; Ng, Aaron

doi:10.1080/1369118x.2022.2085616

Cited by 10 publications

(5 citation statements)

References 18 publications

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“…This outcome lends greater nuances within contexts of consumption in Samoggia and Riedel's (2018) framework, suggesting the social elements associated with specialty coffee consumption. The findings also alluded to the notion of conspicuous consumption, where participants showed off their experiences at specialty coffee cafes on social networks (Opoku et al, 2023;Xu and Ng, 2023).…”

Section: Theoretical Contributions and Practical Implicationsmentioning

confidence: 76%

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

Wang,

Opoku,

Tham

2024

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Purpose This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan. Design/methodology/approach Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner. Findings The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts. Originality/value This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.

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Section: Theoretical Contributions and Practical Implicationsmentioning

confidence: 76%

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

Wang,

Opoku,

Tham

2024

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“…The way digital consumers distinguish themselves socially by demonstrating an appreciation for coffee rather than simply consuming it for physiological benefits is an act of cosmopolitan taste. These findings reveal the cultural categorization behind this through engagement with China's digital millennial consumers [14].…”

Section: The Effect Of Social Media On Coffee Consumers' Purchase Int...mentioning

confidence: 79%

“…In conclusion, social media plays a major role in shaping customer loyalty to coffee brands by providing beneficial efforts, timely relevant material, and innovative applications that satisfy consumers' needs for social interaction, entertainment, and knowledge [14].…”

Section: The Impact Of Social Media On Coffee Brand Loyaltymentioning

confidence: 99%

Social Media's Modernization Shift for Coffee Brand Marketing

2024

mediacr

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This comprehensive article delves into the dynamic evolution of the Chinese coffee market, emphasizing the transformative role of social media in shaping robust marketing strategies. Against the backdrop of the digital age, the market has experienced exponential growth, propelled by the pervasive influence of social media platforms. These platforms, serving as vital channels for customer engagement, have become instrumental in defining brand dynamics within the coffee industry. Brands strategically leverage social media's power to foster enduring brand loyalty through impactful advertising initiatives and regular updates. This deliberate engagement not only influences consumer perceptions but also significantly molds their purchase intentions. The symbiotic relationship between rapidly evolving market dynamics and the strategic deployment of digital tools is explored, providing profound insights into the ever-changing landscape of the coffee industry in China. This article illuminates the nuanced interplay between social media dynamics and the perception of coffee brands, underscoring how this interconnection is reshaping the industry and propelling it into a new era. Digital engagement is portrayed as a linchpin in navigating the intricacies of consumer behavior and market forces. The strategic importance of effectively utilizing social media in this transformative landscape is evident, as brands seek to stay agile and responsive to the evolving preferences of the Chinese coffee market.

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“…In the past decades, China's economy has made a great progress, also the cofee industry shows an overall upward trend, China's cofee bean imports exceeded 100,000 tons for the frst time in 2021, reaching 122,800 tons, most of them are imported from cofee-producing tropical countries, and specialty cofee increased sharply [1]. Chinese government carried out the "Internet plus plans" projects in those years; numerous trading companies/groups were founded, and many Internet celebrities appeared; those "Internet plus commercial companies" projects make cofee consumption become convenient and efcient; meanwhile, the cofee culture was promoted to spread quickly; more and more Chinese consumers have developed preferences for cofees that have unique favor characteristic or are less abundant in the open market [2]. As we know that favor, taste, aroma, and style of cofee vary signifcantly by the geographical origin of cofee beans, cofee beans from the most coveted regions of the world can command prices many times higher than the average global price and consumers have their own purchasing preferences of geographical cofee beans; moreover, consumers are paying increasing attention to cofee beans' quality and safety [3,4].…”

Section: Introductionmentioning

confidence: 99%

Simultaneously Verifying the Original Region of Green and Roasted Coffee Beans by Stable Isotopes and Elements Combined with Random Forest

Ling

Guo

Zhang

et al. 2022

Journal of Food Quality

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Simultaneously verifying the original region of green and roasted coffee beans is very important for protecting legal interests of the stakeholder according to the chemical analyzing method. 131 green coffee bean samples are collected from six different original regions and pretreated with three degrees (green, middle, and dark roasted); five stable isotope ratios (δ13C, δ14N, δ18O, δ2H, and δ32S) and twelve elemental contents (Al, Cr, Ni, Zn, Ba, Cu, Na, Mn, Fe, Ca, K, and Mg) of green, middle, and dark roasted coffee bean samples (131×3) were analyzed. Fractionation of stable isotopes and variation of elemental contents were evaluated, only isotope hydrogen (2H) significantly fractionated, and elemental concentrations increased with a certain rate during the roasting process. One-way analysis of variance (ANOVA) was used to compare the stable isotope ratios and elemental concentrations of all coffee bean samples from six different original regions. Random forest (RF) was employed to build a discriminating model for simultaneously verifying the original regions of green and roasted coffee bean samples; this model provided 100% accuracy. Inclusion of this mathematical model for simultaneously verifying the original region of green and roasted coffee beans had powerful distinguishing capability and which will not be influenced by fractionation of hydrogen (2H) and variation of element contents during the roasted process.

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Cultivation of new taste: taste makers and new forms of distinction in China’s Coffee Culture

Cited by 10 publications

References 18 publications

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

Social Media's Modernization Shift for Coffee Brand Marketing

Simultaneously Verifying the Original Region of Green and Roasted Coffee Beans by Stable Isotopes and Elements Combined with Random Forest

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