Decoding Arabica Coffee Purchase Intention: Exploring the Role of Product Origin Through Fuzzy-Set Qualitative Comparative Analysis

The purchase of arabica coffee has become a prominent preference among consumers owing to its exceptional characteristics and unique provenance, which have impacted the conventional method of coffee ingestion. The existing body of literature centers on the application of the TPB, with the addition of the notion of product origin, in order to predict the propensity to purchase arabica coffee. A fsQCA was performed on a sample of 246 Indonesian consumers of arabica coffee who indicated an intention to purchase. The objective of this study was to identify and analyze the configuration determinants that influence consumers' intentions to stimulate high or low purchases. To increase the likelihood that an individual will purchase arabica coffee, it is essential to align attitudes with the perceived value of the product's origin, according to the findings. On the contrary, participation in matters pertaining to product origin, attitude, and subjective norms does not result in an increased inclination to buy Arabica coffee. Furthermore, this study provides valuable insights for managers in the coffee industry regarding how to improve the marketing of arabica coffee through emphasizing its place of origin. This facilitates the comprehension of consumer preferences by coffee producers, thereby encouraging intentions to make purchases. This study has ultimately contributed to the growing corpus of empirical research concerning purchase intentions in relation to the origin of the product. Furthermore, it has demonstrated the effectiveness of the proposed theoretical framework in discerning potential rationales for both elevated and diminished purchase intentions of arabica coffee.