Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research

Margherita Del Prete and Antonella Samoggia
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Margherita Del Prete: Department of Agricultural and Food Sciences and Technologies, University of Bologna, Viale Fanin, 50, 40127 Bologna, Italy
Antonella Samoggia: Department of Agricultural and Food Sciences and Technologies, University of Bologna, Viale Fanin, 50, 40127 Bologna, Italy

Sustainability, 2020, vol. 12, issue 14, 1-18

Abstract: Chocolate is consumed all over the world. Since its origin, it has undergone many transformations to meet changing market demand. A better understanding of consumer behaviour is a key objective of any business, and so it is for chocolate businesses. In order to fulfil this aim, the current study presents a systematic literature review of consumers’ consumption and purchasing behaviour towards cocoa and chocolate. Two databases have been used to collect the literature: Scopus and Web of Science. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flow diagram was used to identify the articles through the process of data screening and extractions. A total of sixty-four scientific articles have been selected. Research topics, methodological approach and data collection method were identified for each article selected. Then, the identified topics were grouped into four categories in order to obtain a model of major determinants in chocolate consumption: personal preferences, product attributes, socio-demographic factors and economic attributes. Results show that there is a strong focus on Fair Trade in chocolate. Moreover, the current literature review supports the fact that the price and promotion are under-investigated issues. This research represents a valuable tool, especially from a marketing point of view, by creating new channels and new sales opportunities for chocolate products.

Keywords: cocoa; chocolate; consumer behaviour; consumption; purchasing; perceptions; motives; attributes; literature review (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 (2)

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