Original paper
Virtual Terroir and the Premium Coffee Experience
Abstract
With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we...
Paper Details
Title
Virtual Terroir and the Premium Coffee Experience
Published Date
Mar 18, 2021
Journal
Volume
12
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Notes
History