Perceived Value in Specialty Coffee: A Means-End Chain Model Applied in the Brazilian Context

This study aims to identify, based on a Means-End Chain model, the main linkages among attributes, benefits, and perceived value in specialty coffee. Specialty coffee, recognized for its superior quality and sustainable production practices, has experienced growing demand in Brazil and worldwide, intensifying competition and increasing the need to understand how value is constructed from the consumer's perspective. A quantitative study was conducted using PLS-SEM to test a model adapted to the specialty coffee context, applied to a sample of 88 respondents. The model was validated and explained 29.4% of the variance in Perceived Value, highlighting the role of Attributes and particularly of Benefits and Consequences as the cognitive link that transforms product characteristics into perceived value. In addition to direct effects, significant indirect effects were identified, indicating that a substantial portion of the impact of attributes occurs through mediation, influencing particular, convenient, and rational benefits before being reflected in perceived value. The findings contribute to a systemic understanding of how elements of the coffee value chain are cognitively connected in consumers' minds and provide insights for positioning, communication, and differentiation strategies to promote sustainable, high-quality coffees.