Ser ou não ser sustentável: um estudo sobre o consumo de café expresso em cápsula

Abstract

The present course conclusion paper had as general objective to analyze how the decision process of sustainable purchase of espresso in capsules occurs. For this, it has sought to identify the stages of the decision process of buying espresso in capsules as a sustainable product, to understand how the consumer acts in the post-consumption of espresso in capsules as a sustainable product and identify gaps in the sustainable behavior of espresso in capsules. This is a descriptive research, developed through the application of online questionnaires with 206 consumers of espresso in capsules. The results indicate that in the decision-making process of buying espresso, especially in the post-consumption stage, there is a need to develop sustainable actions, especially reverse logistics, which include from production to disposal. In the stage of recognition of the need, most consumers indicate consumption in order to meet a functional need, related to the stimulating properties of coffee, and sustainability was indicated as a relevant attribute for 43% of the interviewees. In the search for information, some sustainable practices developed by espresso in capsules brands are known by consumers. In the evaluation of alternatives, sensory characteristics overlap those of environmental impact, and in the purchasing decision, the majority of the public signaled that they would opt for an espresso brand for which it adopts sustainable practices.