Profiling coffee consumers: an instrument based on values and attitudes for Spanish-speaking countries in Latin America with a sustainability perspective

Despite the growing interest in sustainability in the coffee value chain, studies that identify consumers with sustainable values and attitudes are limited, particularly in Latin America. This study developed and validated an instrument in Spanish to cluster coffee consumers based on their sustainable attitudes and values. The instrument consists of 18 items grouped into five constructs: green, ethical, experience, price, and attachment. The validity and reliability of the instrument were verified through Principal Component Analysis and Confirmatory Factor Analysis with consumers from Latin America and Colombia. Thus, this instrument can be used to identify local market segments in producer countries. Key words: Coffee consumer profile; clustering; market research; market segment; confirmatory factor analysis.