Journal article
Exploring Gen-Z consumers' preference for specialty coffee in the socio-cultural context of Taiwan
Young Consumers, Vol.25(3), pp.368-382
2024
Abstract
Purpose – This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan. Design/methodology/approach – Samoggia and Riedel's (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner. Findings – The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where caf e experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts. Originality/value – This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers' behavioural patterns, which has been largely implicit within consumer behaviour scholarship.
Details
- Title
- Exploring Gen-Z consumers' preference for specialty coffee in the socio-cultural context of Taiwan
- Authors
- Mei-Jung (Sebrina) Wang (Author) - National Kaohsiung University of Hospitality and TourismEmmanuel Kwame Opoku (Author) - Heriot-Watt UniversityAaron Tham (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Young Consumers, Vol.25(3), pp.368-382
- Publisher
- Emerald Publishing Limited
- DOI
- 10.1108/YC-08-2023-1844
- ISSN
- 1758-7212
- Organisation Unit
- Indigenous and Transcultural Research Centre; School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99986598502621
- Output Type
- Journal article
Metrics
25 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites