Functional Needs, Emotions, and Perceptions of Coffee Consumers and Non-Consumers

Coffee is one of the most consumed beverages worldwide. Over the last decades coffee has become a specialty product. Drinking a coffee beverage entails several mixed factors, such as pleasure, experience, lifestyle, and social status. It can also provide an emotional pick-up, both mentally and physically. Only a few studies have explored the motives and emotions of coffee consumption and not consumption. There is limited understanding of consumers' emotional approach towards coffee, and what influences a positive and negative inclination towards coffee consumption. This research fills the current research gaps by addressing three main questions: (i) What are the emotions and habits of coffee consumption? (ii) What are the motives of coffee consumption and non-consumption? and (iii) How relevant is the coffee health impact perception of consuming or not consuming coffee? The research activities include 467 face-to-face interviews with consumers. Interviews are performed in two different countries, Italy and Portugal. Data elaboration includes a principal component analysis carried out to identify latent factors on motives and emotions of consumption in both national groups, and to explore the relationship between the main emotions and consumers' habits and socio-economic characteristics. Results support that consumers have positive emotions from coffee consumption. Perceived emotions are energy, satisfaction, and pleasure. Non-consumption is mainly driven by taste and fear of coffee's health impacts. There are limited differences in the countries analysed. Socio-economic characteristics limitedly influence perceived emotions and consumption motives. To conclude, consumers are increasingly interested in new coffee products. Understanding the functional and emotional factors of coffee consumption contributes to supporting new coffee product development and commercialisation.