Current Issue

HENRYK MRUK

College of Management and Psychology in Poznań (Poland)

Coffee and Tea at the Service
of the Consumers’ Quality of Life

A B S T R A C T

These considerations focus on the links between consumer behaviour in terms of coffee and tea purchasing decisions and their quality of life. The point of reference is behavioural economics and conclusions resulting from research in the field of neuroscience. The basis for the analysis is information from secondary sources, including literature on the subject. The research methodology includes logical reasoning, observations, own experiences, and critical analysis. The quality of life is mainly related to consumers’ social relationships, interpersonal bonds, physical and mental health, as well as communication with consumers. The spatial scope covers Poland with references to Europe and the world. Research attention focuses on goods (coffee, tea) and the provision of services (cafés, tea houses). A separate topic is the analysis of the marketing strategies of coffee and tea sellers operating on various markets (B2C, B2B, HoReCa).

K e y w o r d s: coffee and tea market, marketing on the coffee and tea market, consumers’ quality of life, consumer behaviour, neuroscience and consumer decisions

J E L C l a s s I f i c a t i o n: D11, E21, M31, I31

D O I: https://doi.org/10.69102/CTMJ.2024.010101

Paper received: 20. March 2024 • Paper revised: 10 Jun 2024 • Paper accepted: 14 Jun 2024

ANNA MARIA NIKODEMSKA-WOŁOWIK

University of Gdansk (Poland)

TADEUSZ MAKULSKI

Polish Fair Trade Association (Poland)

SZYMON GREŃ

University of Gdansk (Poland)

Fair Trade Coffee and its Consumers
– an International Perspective

A B S T R A C T

This article explores the impact and significance of Fair Trade (FT) in the context of responsible consumption, with a specific focus on the coffee industry. The authors, who have extensive experience in FT activities and academic research, examine the ethical standards upheld by FT, including poverty alleviation, environmental respect, prohibition of child labour, gender equality, and democratic governance. The paper recognises FT as a remarkable post-World War II social movement that has garnered broadbased support due to its inclusive nature, transcending religious or secular disparities. The study also highlights the geographical concentration of coffee production within the “Coffee Belt” and the reliance on small-scale farmers from developing nations, making it a key area for FT initiatives. The authors aim to underscore the importance of FT certification for coffee consumers and identify strategies to engage consumers with certified coffee. This objective is achieved through a comprehensive review of existing literature and the authors’ personal experiences in FT initiatives. The paper contributes to the ongoing discourse on ethical consumption, which has seen a consumer-driven increase over the past decade.

K e y w o r d s : coffee, fair trade, consumers, international scope.

J E L C l a s s i f i c a t i o n : D80, D90, J80, L15.

D O I: https://doi.org/10.69102/CTMJ.2024.010102

Paper received: 19 January 2024 • Paper revised: 10 June 2024 • Paper accepted: 14 June 2024

GRZEGORZ MACIEJEWSKI

University of Economics in Katowice (Poland)

SYLWIA MOKRYSZ

Coffee and Tea Market Reseach Institute (Poland)

PAVOL KITA

Comenius University in Bratislava (Slovakia)

Innovations on the Tea Market in the Face
of the Observed Megatrends
in Consumption

A B S T R A C T
The tea market is one of the largest markets in the global economy, and tea is the second most frequently consumed beverage, after water. The aim of the article is to present product innovations observed on the global tea market against the background of identified megatrends in consumption, affecting both tea producers and sellers, as well as consumers of this drink. The article contains theoretical considerations supported by the analysis of source materials. It presents the main megatrends influencing the behaviour of tea market entities. It also describes the reactions of tea producers and sellers to the needs and preferences of consumers determined by the identified megatrends. The analysis of the collected data allowed us to conclude that the main megatrends determining consumer behaviour on the tea market are as follows: wellness pragmatists, greenwashed out, delightful distractions, progressively polarized, decarbonisation, work and life unbounded, climate changers, outlook for the great life refresh and rural urbanites. Tea producers and sellers, in order to meet the needs and preferences of consumers determined by these megatrends, will have to introduce to the market a number of innovations regarding both the core of the product and other elements of its structure. In line with consumer expectations, tea products should be comfortable to use, enabling the consumer to have fun and expand their experience, and environmentally-friendly. This article contributes to the development of the theory of consumer behaviour and contains a number of implications for practitioners whose area of activity is the tea market.

K e y w o r d s: innovations, product innovations, megatrends in consumption, consumer behaviour, tea market.

J E L C l a s s I f i c a t i o n: D12, L66, M31, O32.

D O I: https://doi.org/10.69102/CTMJ.2024.010103

Paper received: 17 February 2024 • Paper revised: 10 June 2024 • Paper accepted: 15 June 2024

ŁUKASZ WRÓBLEWSKI

WSB University (Poland)

SYLWIA MOKRYSZ

Coffee and Tea Market Reseach Institute (Poland)

ALEKSY KWILINSKI

The London Academy of Science and Business (United Kingdom)

PETER MERRITT

Lancaster University (United Kingdom)

Consumer Behaviour as a Criterion
for Segmentation of the Coffee Market
in Poland

A B S T R A C T
Based on the results of quantitative and qualitative studies, this article presents consumer behaviour on the coffee market in Poland in relation to the selected coffee categories (whole bean coffee, 3-in-1 instant coffee and instant cappuccino). For the purpose of this article, an interview study using the CAPI (Computer Assisted Personal Interview) technique was conducted on a nationwide sample of 951 coffee consumers. In parallel, a group interview study using the BBD (Bulletin Board Discussion) technique was conducted with a sample of 12 people. The results presented in this article indicate changes in the behaviour of coffee consumers on the Polish market. The results also made it possible to identify and characterise five segments of the coffee market in Poland, such as: “Social Gourmets”, “Practicals”, “Ordinaries”, “Pleasure Hunters” and “Energy Accumulators”. The results of the research can provide valuable guidance for coffee producers in the process of developing effective marketing strategies, particularly on the Polish coffee market.

K e y w o r d s : coffee, coffee market, consumer behaviour, market segmentation, Poland.

J E L C l a s s I f i c a t i o n : D49, L11, L15, M31, M37.

D O I: https://doi.org/10.69102/CTMJ.2024.010104

Paper received: 24 March 2024 • Paper revised: 10 June 2024 • Paper accepted: 17 June 2024

MAGDALENA SOBOCIŃSKA

Wroclaw University of Economics and Business (Poland)

Book Review:

Consumers Towards Marketing Strategies
of Coffee Producers

by GRZEGOSZ MACIEJEWSKI , SYLWIA MOKRYSZ
and ŁUKASZ WRÓBLEWSKI.
Wageningen Academic Publishers, 2020

JE L C l a s s I f i c a t i o n: Y30

D O I: https://doi.org/10.69102/CTMJ.2024.010105

Paper received: 06. May 2024 • Paper accepted: 10 Jun 2024