Purpose

Building on Guimarães et al. (2019) study and using the modeling of structural equations, the objective of this paper was to elaborate constructs whose variables would enable the characterization and distinction of individuals among these different groups of consumers and to provide insights into their transition between them.

Design/methodology/approach

The constructs were validated by the average variance extracted adaptive (AVEADP) index. The transition between consumer groups is explained and encouraged by advances in their conceptual and perceptual knowledge. Thus, regular consumers should be addressed with messages aimed primarily for the social aspect of consumption; enthusiasts, by reinforcing simple to moderate aspects commonly used as product purchase criteria and experts, attracted by the emphasis on complex criteria related to specialty coffee's conceptual and perceptual knowledge, highlighting their influence on the beverage's sensory profile.

Findings

Those results enabled a better understanding of these consumers and can guide the marketing strategies of different actors in this market.

Originality/value

Important attempts to understand and characterize Brazilian specialty coffee consumers were conducted by Guimarães et al. (2019) and Ramírez-Correa et al. (2020). However, further studies are needed to differentiate different specialty coffee consumer groups and enhance the market applicability of those studies results. In addition, despite its importance, there is a paucity of public domain studies about the national consumption of specialty coffees, being the results of this work important for the wide dissemination of such information.

中文翻译：

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巴西的特色咖啡：使用结构方程模型在消费者的构造之间过渡

目的

建立在吉马良斯等人身上。（2019）研究并使用结构方程建模，本文的目的是精心构造其变量将能够表征和区分这些不同类别的消费者中的个人的构造，并提供他们之间的过渡的见解。

设计/方法/方法

通过平均方差提取自适应（AVEADP）指数验证了构建体。消费者群体之间的过渡因其概念和感知知识的进步而得到解释和鼓励。因此，应该以主要针对消费的社会方面的信息来应对普通消费者；爱好者通过加强通常用作产品购买标准和专家的简单到中等方面，对与特种咖啡的概念和感知知识有关的复杂标准的强调而被吸引，从而突出了他们对饮料感官特征的影响。

发现

这些结果使人们能够更好地了解这些消费者，并可以指导该市场中不同参与者的营销策略。

创意/价值

Guimarães等人进行了重要的尝试，以了解和表征巴西特色咖啡的消费者。（2019）和Ramírez-Correa等人。（2020）。但是，需要进一步的研究来区分不同的特种咖啡消费群体，并提高这些研究结果的市场适用性。另外，尽管它很重要，但是关于全国特色咖啡消费的公共领域研究很少，这是这项工作的结果，对于广泛传播这种信息很重要。