Sociodemographic factors associated with changes in the coffee beverage consumption during the COVID-19 pandemic in Brazil

Authors

  • Camila Aparecida Lessa Soares Mestre em Ciência e Tecnologia de Alimentos, pela Universidade Federal de Viçosa, Viçosa, MG.
  • Ludmylla Tamara Crepalde Mestre em Ciência e Tecnologia de Alimentos na Universidade Federal de Viçosa, Viçosa, MG.
  • Marco Aurélio Marques Ferreira Pós-Doutorado em Administração Pública por Rutgers University - The State University of New Jersey - USA. Professor Titular da Universidade Federal de Viçosa, MG, Brasil, Departamento de Administração e Contabilidade.
  • Suzana Maria Della Lucia Doutora em Ciência e Tecnologia de Alimentos, pela Universidade Federal de Viçosa, Professor Associado IV, Departamento de Engenharia de Alimentos do Centro de Ciências Agrárias e Engenharias da Universidade Federal do Espírito Santo, ES.
  • Valéria Paula Rodrigues Minim Pós-Doutorado em Análise Sensorial de Vinhos pelo Instituto Superior de Agronomia da Universidade de Lisboa, professor titular do Departamento de Ciência e Tecnologia de Alimentos na Universidade Federal de Viçosa, MG.

DOI:

https://doi.org/10.35977/0104-1096.cct2023.v40.27235

Keywords:

consumer, sensory marketing, socioeconomic profile

Abstract

Brazil is the largest producer and exporter of coffee and the second largest consumer of the beverage in the world. COVID-19 pandemic changed the consumption of food, including coffee. The objective of this study was to understand the consumption of coffee beverage (regardless of its preparation) by Brazilian people, during the pandemic, and to contribute to the survey of social characteristics that influenced the behavior of consumers during that period. An online survey was carried out with 841 respondents, in the period from March to August 2022. It was possible to verify that the COVID-19 pandemic triggered a change of behavior and, consequently, of coffee consumption. Significant effects were found for the variables age, region, and education on the consumption of the beverage during the pandemic (p<0.05). For the coffee industry and rural producers to generate marketing strategies, it is necessary to understand that the increase of consumption of coffee is associated with social factors and that such increase explaining goes beyond the beverage sensory attributes. As a result of this research, a consumer profile was surveyed, which can contribute to direct marketing strategies.

Downloads

Published

2023-09-19

How to Cite

Soares, C. A. L., Crepalde, L. T., Ferreira, M. A. M., Della Lucia, S. M., & Minim, V. P. R. (2023). Sociodemographic factors associated with changes in the coffee beverage consumption during the COVID-19 pandemic in Brazil. Science & Technology Journals, 40, e27235. https://doi.org/10.35977/0104-1096.cct2023.v40.27235

Issue

V.40, Jan./Dec., 2023 :Continuos publication

Section

Artigos

License

After publication of the work, the Authors are authorized to non-exclusively distribute the version of the published work (for example: publish in an institutional repository, as a book chapter, create links on electronic pages, etc.), as long as the authorship and initial publication in this journal are mentioned.