Moderating Role of Connoisseur Consumers on Sustainable Consumption and Dynamics Capabilities of Indonesian Single Origin Coffee Shops

Abstract

Between agro-food products, coffee is the first commodity to quarrel in ethical attributes and sustainability issues such as fair trade, premium prices, as well as justified value chain issues. Taking into account the growing coffee consumption in Indonesia, this article tries to prove connoisseur consumers (CCs) are moderating the sustainable consumption and dynamics capabilities (DCs) of single origin coffee shops (SOCSs). An in-depth interview to 30 SOCS managers and 60 baristas and a survey to 450 consumers found that there are significant correlations between connoisseurs attributes such as the depth of a barista’s knowledge of coffee, the barista’s skills, the shop image, the coffee variation, the barista’s communication skills, and the serving techniques and that they have a relationship with an increase in the number of consumers. The existence of CCs has encouraged the practice of consumption sustainability of SOCSs and moderates SOCSs to improve sensing, seizing, and transforming shop management to stand against the competition. Based on the above findings, more in-depth research on the standard character and number of CCs is needed as well as their contribution to the revenue structure of SOCSs. Meanwhile, connoisseur customers’ support is capable of helping the SOCSs in improving their DCs to improve the sustainable consumption of Indonesian single origin coffee in the future.