Do connoisseur consumers care about sustainability? Exploring coffee consumption practices through netnography

PurposeThe coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing concomitant relevance of both trends, literature on how sustainability has been interlacing with connoisseur consumption is rather limited. Therefore, this paper aims to analyse how connoisseur consumers (CC) integrate sustainability into their coffee consumption practices.Design/methodology/approachThe paper adopts a qualitative netnographic approach through an interpretive cultural analysis of specialty coffee bloggers narratives, conceived as a specific sub-group of CC that tend to be particularly active on social media.FindingsThrough the lens of social practice theories, the study reveals that CC are likely to implement and perceive sustainability very differently from the dominant mass market as subject to the influence of their shared rituals, values, norms and symbolic meanings. Such findings are relevant under a managerial perspective as they also generate insights on how to foster environmentally friendly practices in coffee consumers as well as on how to create more sustainable marketing strategies.Originality/valueThe study contributes to the literature on coffee consumption behaviour and sustainability. First, by analysing actual behaviours rather than intended, the study offers an alternative approach to the dominant paradigm of linear decisions models in the study of sustainable consumption. Second, because CC possess a unique consumption style, different from the mainstream market, the analysis has led towards the identification of alternative sustainable consumption patterns and enablers.

Raising Awareness of Responsible Consumption Through Fashion Rentals and Frugal intentions

Sustainable consumption practices help to reduce environmental impacts and fosters responsible consumers. Researchers have explored the positive drivers and negative barriers of fashion-conscious consumer (FCC) purchasing intention on fashion clothing. The study also examined the motives and outcomes of the phenomenon, such as rental landscape and frugality. Using the qualitative phenomenological method, researchers conducted 21 in-depth semi-structured interviews in India to tap into FCC's buying intention and experience. From the results of qualitative analysis, researchers identified “emotion” as a new parameter reflecting consumer passion and interpersonal relationships. Different themes emerged, such as selection of the style, attention-seeking, status value, cost factor (uncontrollable), and psychological value, which are the commonly identified motivators. Conceptual framework is developed to understand the perception towards green environment and sustainability. The implications are to improve the sustainable practices in the fashion sector through rental options and frugality.

Different Shades of Grey Minyan: Dissecting an “Iconic” Ceramic Class of Middle Bronze Age, Mainland Greece

The Middle Helladic Grey Minyan ware is usually assigned with archetypical features, including the systematic use of the potter’s wheel. However, because of the significant variation observed, terms such as “True Grey Minyan” and “Imitations of Grey Minyan” were commonly applied in order to emphasise the differences, which, nonetheless were never systematically analysed. The main subject of the present paper is to highlight the differences existing in the potting traditions of Grey Minyan in two nearby regions, namely the Argolid and Attica, which seem to belong to different cultural spheres, given the divergence observed especially in the shape repertoire. The identification of different production and consumption practices is obviously related to different cultural phenomena, as evidenced through (a) the production of similar wheel-fashioned and hand-built Grey Minyan shapes in Attica, and (b) the introduction of foreign potting traditions, namely wheel-fashioned Grey Minyan pots, which are completely alien to the local, handmade ceramics of the Argolid.

Beyond existential and neoliberal explanations of consumers’ embodied risk-taking: CrossFit as an articulation of reflexive modernization

This study analyzes CrossFit as a marketplace culture that articulates several key dimensions of reflexive modernization. Through this analysis, we illuminate a different set of theoretical relationships than have been addressed by previous accounts of physically challenging, risk-taking consumption practices. To provide analytic clarity, we first delineate the key differences between reflexive modernization and the two interpretive frameworks—the existential and neoliberal models—that have framed prior explanations of consumers’ proactive risk-taking. We then explicate the ways in which CrossFit’s marketplace culture shapes consumers’ normative understandings of risk and their corresponding identity goals. Rather than combatting modernist disenchantment (i.e., the existential model) or building human capital for entrepreneurial competitions (i.e., the neoliberal model), CrossFit enthusiasts understand risk-taking as a means to build their preparatory fitness for unknown contingencies and imminent threats. Our analysis bridges a theoretical chasm between studies analyzing consumers’ proactive risk-taking behavior and those addressing the feelings of anxiety and uncertainty induced by the threat of uncontrollable systemic risks.

Tobacco consumption patterns amongst recruits at a training centre

Background: Approximately 3 million premature deaths occur every year due to tobacco. Gaps were observed in the scientific knowledge about tobacco consumption practices among armed forces personnel in our country. Keeping in view the paucity of studies in this field workers chose to undertake the present study.Methods: A cross-sectional study was conducted among service personnel across a training centre to determine prevalence of tobacco consumption. The sample size was calculated to estimate 95% confidence interval for prevalence of tobacco consumption with 5% absolute precision. The minimum sample size was calculated to be 250, however, 285 personnel were included in the study. “Personal interview technique” was used for data and standard statistical methods were utilized for data analysis.Results: The mean age (standard deviation) of the study subjects was 20.80 years (1.23). The overall prevalence of currently using tobacco in any form was 9.82%, mean (SD) of number of years of tobacco use was 2.33 years (1.27). Mean (SD) of number of cigarettes/bidis smoked per day was 7.52 (6.71). Average amount spent on tobacco consumption per month was Rs310.95 (2.42% of monthly salary). The commonest reasons for smoking is peer pressure, to relax and feel like hero.Conclusions: Our study has helped to fill in the existing gaps in the scientific knowledge about tobacco consumption practices among armed forces personnel in our country.

Investigating the role of celebrity institutional entrepreneur in reducing the attitude-behavior gap in sustainable consumption

PurposeAnthropogenic activities such as unsustainable consumption pattern is one of the reasons responsible for the ongoing environmental issues. Although, consumers are becoming increasingly aware and concerned about environmental problems their attitudes are not resulting in sustainable consumption behavior (SCB). Celebrity institutional entrepreneurs can engage and inspire the public at large and contribute to institutional change. Hence, this study aims to explore the potential of celebrity institutional entrepreneurship in galvanizing mainstream SCB by increasing the awareness of environmental issues and their consequences.Design/methodology/approachThis study examines the actor's influence by conducting a netnographic analysis of Leonardo DiCaprio's Instagram account. Further, qualitative interviews of account followers were also conducted to evaluate the influence of account on their awareness levels and consumption practices.FindingsOur findings indicate that account had a significant impact on consumers' environmental awareness and engagement with environmental issues. However, a partial impact was seen in case of their sustainable consumption practices. Our study concludes that celebrity institutional entrepreneurship can help in addressing the attitude-behavior gap in sustainability research.Originality/valueThis study is amongst the few studies that attempted to explore the ways to reduce the attitude-behavior gap in SCB. It examines the potential of celebrity institutional entrepreneurship to galvanize mainstream sustainable consumption. The results of this study are useful to key stakeholders (policymakers, marketers, social-environmental groups etc.) in the development of more effective strategies for sustainable development.

If it ain’t Dutch, it ain’t much: Vereeniging Nederlandsch Fabrikaat, the citizen-consumer and Dutch nationalist consumption in the interwar Netherlands

Recent scholarship has paid considerable attention to the emergence of the citizen-consumer in the interwar era. Drawing on the literature from the fields of ethical consumption and consumer history, this paper opts for a broader perspective on the emergence of the citizen-consumer in historical analysis. It combines the polysemic nature of the hybrid citizen-consumer from food studies and ethical consumption, and the socio-historic analysis concerning political and cultural citizenship, by showing how consumption practices have been used to shape Dutch national citizenship. In the Netherlands, the private association Vereeniging Nederlandsch Fabrikaat (VNF) was one of the earliest and most vocal organisations that linked consumerism with an ideal of citizenship. Scholars typically tend to see the rise of the citizen-consumer as a product of three interest groups: the consumers, the state, or the industry. The VNF did not just appeal to consumers themselves, but also the government, and the business community to play their part in the development of the ideal Dutch citizen-consumer. By studying the practices of this association this paper thus offers a new perspective on the emergence of the citizen-consumer within a transnational perspective.