Abstract
Coca Cola Life was first introduced in Argentina in June 2013. In the following 15 months, it was launched also in Chile, Sweden, and the U.K. Since January 2015, it is available in many but not all countries. In the version of Coca Cola Life, which was produced till December 2016, 35% of sugar was replaced by stevia. In the version produced since January 2017, 45% of sugar is replaced by stevia. This opened a limited time-frame for studying preferences between regular Coca Cola, Coca Cola Life with 35% of stevia, and Coca Cola Life with 45% of stevia. The aim of the paper is to investigate if Big Five Inventory personality traits, gender, age, smoking, and drinking of any cola in general influence preferred amount of stevia. The research was conducted in the Czech Republic where Coca Cola Life is not available, so all respondents are equally unaware of (or equally not used to) the taste. All three types of Coca Cola were imported from Denmark in half-liter bottles. With regards to results, conscientiousness (and extraversion) seemed to influence the preference.
| Original language | English |
|---|---|
| Title of host publication | Knowledge for Market Use 2017 : People in Economics – Decisions, Behavior and Normative Models |
| Editors | Pavla Slavíčková |
| Place of Publication | Olomouc |
| Publisher | Palacký University |
| Publication date | 2017 |
| Pages | 1155-1161 |
| ISBN (Electronic) | 978-80-244-5233-3 |
| Publication status | Published - 2017 |
| Event | Knowledge for Market Use 2017 - Olomouc, Czech Republic Duration: 7 Sept 2017 → 8 Sept 2017 |
Conference
| Conference | Knowledge for Market Use 2017 |
|---|---|
| Country/Territory | Czech Republic |
| City | Olomouc |
| Period | 07/09/2017 → 08/09/2017 |
Keywords
- consumer behavior
- personality traits
- Big Five Inventory
- stevia
- Coca Cola Life