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Factors That Influence Sustainable Selection and Reselection Intentions Regarding Soluble/Instant Coffee—The Case of Serbian Consumers

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  • Tamara Gajić

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sport Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Jovanka Popov Raljić

    (Faculty of Tourism and Hotel Management, Singidunum University, 11000 Belgrade, Serbia)

  • Ivana Blešić

    (Institute of Sport Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Milica Aleksić

    (Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Marko D. Petrović

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sport Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Milan M. Radovanović

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sport Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Darko B. Vuković

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Department of Economics and Industrial Engineering, Perm National Research Polytechnic University, 614990 Perm, Russia)

  • Višnja Sikimić

    (Academy of Applied Technical Studies, College of Applied Engineering Sciences, 11000 Belgrade, Serbia)

  • Tatjana Pivac

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Marija Kostić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Dejan Sekulić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Dragan Vukolić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
    Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Mirjana Penić

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Olja Munitlak Ivanović

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

Abstract

Soluble or instant espresso coffee in capsules with added values is a product that is increasingly recognized as a healthy lifestyle habit, which often goes together with the expansion of spa centers and spa hotels. In addition to the theoretical and empirical examination of sustainable drinking habits regarding different types of instant espresso coffee in Serbia, the aim was to define, by applying the theory of planned behavior, the relationship between certain factors that influence instant espresso coffee beverage reselection. The research model was developed using a sample of 1385 soluble/instant espresso coffee consumers. Structural equation modeling was applied to test the conceptual model and research hypotheses. The results indicate a statistically significant influence of certain predictors on the intention of consumers to rechoose soluble/instant coffee. One exception is perceived behavioral control, where statistical significance exceeds the allowed values, which indicate that the offer of functional soluble/instant espresso solutions should be extended outside high-quality service hotels and spa centers to be available to all consumers with healthy lifestyle habits. Defining the factors that influence instant espresso coffee reselection can help to understand influences on certain consumer behaviors and improve sustainability on the market.

Suggested Citation

  • Tamara Gajić & Jovanka Popov Raljić & Ivana Blešić & Milica Aleksić & Marko D. Petrović & Milan M. Radovanović & Darko B. Vuković & Višnja Sikimić & Tatjana Pivac & Marija Kostić & Dejan Sekulić & Dra, 2022. "Factors That Influence Sustainable Selection and Reselection Intentions Regarding Soluble/Instant Coffee—The Case of Serbian Consumers," Sustainability, MDPI, vol. 14(17), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10701-:d:899778
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    References listed on IDEAS

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