ABSTRACT
This chapter addresses the need for novel approaches to public engagement on climate change by examining the coffee-drinking experience as a potential marketing tool for increasing awareness. It provides a conceptual exploration of the experiential marketing approach to the coffee-drinking experience and wellbeing within the context of climate change. The chapter presents the coffee-drinking experience and perceptions of wellbeing in the American mind. It discusses a conceptualization of applying experiential approaches to marketing pro-social behaviors to connect consumers with societal problems such as climate change. The coffee-drinking experience is considered to be either hedonic or utilitarian and is associated with both stimulation and sensory enjoyment. The emergence of Seattle and the coffee culture built in-place attachments with coffee consumption. Modern-day coffee consumption takes on a symbolic meaning centered around stimulation, sensation, and socialization. The positive emotions associated with the coffee-drinking experience extend to overall wellbeing.
