Table 8.

Relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing, with chi-squared results

		Consumers Perception of Coffee’s Health Benefits (%)		Total	Chi-Squared
		Negative	Positive
Habit/pleasure	Negative	63.7	85.4	75.9	0.000	***
	Positive	36.3	14.6	24.1
Social	Negative	72.2	85.7	76.8	0.022	**
	Positive	27.3	14.3	23.2
Therapeutic	Negative	76.1	91.7	77.0	0.192
	Positive	23.9	8.3a	23.0
Energy	Negative	76.3	72.2	76.0	0.442
	Positive	23.7	27.8	24.0
Price	Negative	82.2	71.0	76.2	0.031	**
	Positive	17.8	29.0	23.8
Sustainability	Negative	76.5	82.6	77.2	0.361
	Positive	23.5	17.4	22.8
Aroma	Negative	65.6	87.9	78.5	0.000	***
	Positive	34.4	12.1	21.5

Note: **, *** significant at p < 0.05; p < 0.01.