Purchase Intention of Specialty Coffee

Patricio Ramírez-Correa, F. Javier Rondán-Cataluña, Maria Tereza Moulaz and Jorge Arenas-Gaitán
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F. Javier Rondán-Cataluña: Department Business Management and Marketing, University of Seville, Av. Ramón y Cajal, 41018 Seville, Spain
Maria Tereza Moulaz: Mercado do Café Brasília, Asa Sul, Brasília 70360530, Brazil
Jorge Arenas-Gaitán: Department Business Management and Marketing, University of Seville, Av. Ramón y Cajal, 41018 Seville, Spain

Sustainability, 2020, vol. 12, issue 4, 1-13

Abstract: The main aims of this study are: (1) to test whether the theory of planned behavior (TPB) is useful to explain the intention to purchase specialty coffee; (2) to analyze whether people more involved in social responsibility could manifest a different response from those not so interested in this matter concerning specialty coffee. The sample is composed of 489 specialty coffee consumers from Brazil. The statistical tool for testing the measurement and structural model was partial least squares. Then a multigroup analysis was performed to meet the second objective; the software SmartPLS was utilized. The main contributions of this study are that we can explain the intention to use specialty coffee in a sample of Brazilian consumers using the classical TPB model. Moreover, we demonstrate the moderating effect of consumer perception of corporate social responsibility in this general model.

Keywords: specialty coffee; corporate social responsibility; theory of planned behavior; consumer; PLS (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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