Abstract:IntroductionCoffee is among the most appreciated beverages by consumers globally. Single serve coffee market expands and is highly profitable, but coffee in capsules (CIC) raises a major issue of environmental sustainability. The coffee industry aims to expand the CIC sales and to reduce capsule environmental impact and waste. To better define a sustainability-oriented strategy, the coffee industry needs to understand how to approach different socio-economic consumer groups. Thus, this study aims to explore co… Show more
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