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

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.