Consumer behavior on food safety and traceability of specialty coffees: a means-end analysis
DOI:
https://doi.org/10.51359/2526-7884.2025.265486Keywords:
Specialty coffees, Food safety, Traceability, Means-end chainAbstract
This article aimed to identify the importance of food safety and traceability on consumer behavior towards specialty coffee. Using a means-end and personal values approach, it sought to analyze and describe aspects related to food safety considered relevant in consumers' cognitive structure that guides their purchasing behavior of specialty coffees. The study employed a qualitative descriptive approach and used laddering interviews as the data collection method. Forty regular consumers of specialty coffee residing in different Brazilian states were interviewed. The research highlighted the influence of food safety and traceability aspects on the consumption of specialty coffee. Product attributes such as packaging, origin, certifications, and aroma should meet consumers' desired conditions, providing a sense of food safety, health benefits, and confidence in consumption. Consumers feel secure in two ways: some prefer to verify and validate the information themselves, while others have a trusting relationship with the seller and do not need to validate the information received. This study offers a exploration of the impact of food safety and traceability on consumer behavior specifically within the context of specialty coffee.
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