Personality traits and preferences for specialty coffee: Results from a coffee shop field experiment

Perception and demand for healthy snacks/beverages among US consumers vary by product, health benefit, and color

Concerns about the numerous health problems associated with unhealthy snacks prompted recommendations to steer individuals toward healthier eating habits. One such recommendation advises limiting unhealthy snacks and replacing them with more fruits and vegetables with significant health benefits. This study investigates US consumers' perceptions and preferences for healthy (vegetable-based) snacks/beverages. An online survey was designed to estimate consumer perception and willingness-to-pay (WTP) for vegetable-based crackers, spreads, and beverages. A sampling company sent the survey to its national consumer panels in 2020, resulting in a sample of 402 US consumers. Eligible participants were adults, primary grocery shoppers who consumed crackers, spreads, and beverages. Consumer WTP for healthy snacks/beverages, the dependent variable, was elicited using a payment card method. Independent variables include personality traits (Innovativeness and Extraversion) and the important factors affecting healthy snack purchases, health consciousness, and demographic variables. Results show that consumers' preferences for healthy snacking vary by product, even when the products have similar health benefits. Significant positive associations exist between WTP for healthy snacks/beverages and personality traits, health consciousness, and some demographics. This study provides critical insights to policymakers and informs marketing campaigns to promote healthy snacking in the US more effectively.

Ecological quality as a coffee quality enhancer. A review

As both coffee quality and sustainability become increasingly important, there is growing interest in understanding how ecological quality affects coffee quality. Here we analyze, for the first time, the state of evidence that ecological quality, in terms of biodiversity and ecosystem functions, impacts the quality of Coffea arabica and C. canephora, based on 78 studies. The following ecosystem functions were included: pollination; weed, disease, and pest control; water and soil fertility regulation. Biodiversity was described by the presence, percentage, and diversity of shade trees. Coffee quality was described by the green bean physical characteristics, biochemical compounds, and organoleptic characteristics. The presence and diversity of shade trees positively impacted bean size and weight and reduced the percentage of rejected beans, but these observations were not consistent over different altitudes. In fact, little is known about the diversity of shade trees and their influence on biochemical compounds. All biochemical compounds varied with the presence of shade, percentage of shade, and elevation. Coffee beans from more diverse tree shade plantations obtained higher scores for final total organoleptic quality than simplified tree shade and unshaded plantations. Decreasing ecological quality diminished ecosystem functions such as pollination, which in turn negatively affected bean quality. Shade affected pests and diseases in different ways, but weeds were reduced. High soil quality positively affected coffee quality. Shade improved the water use efficiency, such that coffee plants were not water stressed and coffee quality was improved. While knowledge on the influence of shade trees on overall coffee quality remains scarce, there is evidence that agroecosystem simplification is negatively correlated with coffee quality. Given global concerns about biodiversity and habitat loss, we recommend that the overall definition of coffee quality include measures of ecological quality, although these aspects are not always detectable in certain coffee quality characteristics or the final cup.

Examining the Intention of Authorization via Apps: Personality Traits and Expanded Privacy Calculus Perspectives

By integrating the extended privacy calculus theory with the Big Five personality theory, this research proposes and validates a conceptual model in the context of mobile application (App) information authorization. It investigates the implications of each component of privacy costs, privacy advantages, and trust on users’ willingness to authorize their information, and explores how the five personality traits affect App users’ perceived benefits, privacy concern, and trust. Simultaneously, the links between prior negative experience and privacy concern as well as the final authorizing willingness were uncovered. We employed a questionnaire to collect 455 users’ data, and the partial least squares structural equation model (PLS-SEM) was used to test the hypotheses. The findings demonstrate that App users’ perceived benefits and trust have a positive impact on their privacy authorization intention, whereas privacy concerns negatively affect their disclosure willingness. Just as Extraversion and Agreeableness would make someone pay a heightened attention to the benefits, agreeable, neurotic, and conscientious users are more easily stimulated by privacy concern. Respectively, Agreeableness and Neuroticism affect users’ trust positively and negatively. Additionally, prior negative experience will trigger an individual’s privacy concern, which in turn hinders their willingness to authorize his/her information. All of the aforementioned can serve as a guide for App providers as they optimize the features of their products and services, implement the necessary privacy protections to alleviate users’ privacy concern, and boost users’ trust belief. More importantly, these results effectively demonstrate the significance of personal traits in the formation of users’ privacy perceptions.

Specialty Coffee Shops in Mexico: Factors Influencing the Likelihood of Purchasing High-Quality Coffee

This study models the purchasing behavior of specialty coffee by 114 coffee shops across 15 cities in nine states in Mexico. Simple and multilevel mixed-effects logistic models are tested. Our models extend the framework used in prior research. We model the purchase of specialty coffee as a function of: (a) material attributes, (b) symbolic attributes, (c) coffee shop characteristics, (d) profile of the coffee shop’s owner, and (e) socio-economic variables of the cities where the coffee shops were located. Overall, our results are consistent with expectations developed from the coffee literature. That is, the likelihood of purchasing specialty coffee increases when: coffee’s aroma drives the purchase, coffee purchased is from the state of Oaxaca, the coffee shop has a value-added business model, the coffee shop is diversified selling both ground coffee and coffee drinks, the coffee shop owner’s knowledge on coffee supply chain activities is high, and the coffee shop is located in a city with a higher education index. In contrast, the likelihood of purchasing specialty coffee decreases when a coffee professional tastes the coffee before the purchase, when coffee shops are not given the opportunity to roast their own coffee, and in coffee shops located in larger cities. Overall, our research suggests that the specialty coffee niche in Mexico has some elements required for this segment to transition from a supply chain approach to a value-based supply chain approach. This might be particularly beneficial for smallholder coffee growers, who despite several constraints contribute to the sustainability of coffee supply chains.

Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages

Food products with highly acceptable flavors are not always successful in the marketplace. Sales of identical food products sold in two different stores often differ. Patrons’ choices of specific menu items vary depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive. There is a growing body of evidence that environmental cues surrounding foods and beverages can modulate consumer perception and behavior in the context of eating and drinking. In light of increasing interest in environmental cues, this Special Issue was designed to introduce recent research that highlights how sensory cues derived from environmental cues can modulate consumer perceptions, emotional responses, and behavior related to foods and beverages. The eleven articles addressed in this Special Issue provide informative and insightful findings that may be applied to a wide range of food-related sites, including grocery stores, retail markets, restaurants, dining facilities, and public dining areas. The findings from these articles also suggest that product developers, sensory professionals, retailers, marketers, and business owners should consider not only sensory aspects of food products, but also sensory cues derived from surrounding contexts to better understand consumer perception, acceptability, and behavior toward their food products.

Coffee Roasters’ Sustainable Sourcing Decisions and Use of the Direct Trade Label

This paper analyzes motivations for coffee roasters to source directly from farmers and how roasters decide whether to use the Direct Trade sustainability label. Direct Trade is an uncertified label connoting an approach wherein roasters negotiate coffee price and quality with farmers without intermediaries, with purported farmer income benefits. We examine semi-structured interviews with 11 US roasters and three coffee stakeholders to identify motivations to source directly, provide customers sourcing information, and use or reject the Direct Trade label. We find that roasters directly source coffee primarily for quality reasons and communicate about sourcing because they believe customers would value coffee more if they understood their sustainable sourcing practices. However, the lack of a clear definition for the Direct Trade label, coffee roaster concerns about the label’s utility, and the threat of “free riders” disincentivizes label use. Without a shared label, customers face high costs for information about directly sourced coffee, which may limit the expansion of a sourcing practice that could benefit farmers.