The driving force behind adopting the idea of ​​sustainable development are producers and retailers. Unfortunately, when preparing their product range for consumers, many of them still only pay attention to the size of the customers’ earnings, how often they shop and how much they buy when shopping. In consumer segmentation, sustainable values ​​that consumers apply when making their purchasing decisions are rarely taken into account. The aim of this article is to show that values ​​such as environmental protection, the ethical behaviour of producers, fair trade or maximising the utility function of consumption are so important in the purchasing process in the coffee market that they can be used as segmentation variables. The Polish coffee market was selected to carry out segmentation taking into account the consumers' sustainable values. The main source of the article is the results of a standardized online survey conducted on a nationwide sample of 800 coffee consumers in July 2018. Multi-dimensional analyses such as extrapolative factor analysis (EFA) and cluster analysis (CA) were used to describe the obtained results. As a result, six segments of coffee consumers were identified and described: “responsible, aspiring to be connoisseurs”, “loyal coffee enthusiasts”, “pragmatic users”, “coffee laypersons”, “sophisticated connoisseurs”, “consumerists, connoisseurs, but not at any price”. Among the identified segments, the sustainable consumption values ​​most often mentioned refer to "responsible, aspiring to be connoisseurs", and the least often - ”consumerists, connoisseurs, but not at any price”. The conclusions presented in the last part of the article may be used by manufacturing and trade enterprises, operating on the coffee market, in order to respond to the identified needs and expectations of consumers and by governmental and social organisations so as to determine the directions of pro-ecological education of consumers.

The article addresses the issue of consumer preferences for types of coffee in Poland (ground coffee, instant coffee, coffee beans, instant coffee mixes and instant cappuccino). The main source of the study is the results of primary research conducted using a structured interview (CAPI—Computer Assisted Personal Interview) on a nationwide sample of 800 coffee consumers. The research was conducted by Grupa IQS Sp. z o.o. from Warsaw in January 2016 for the MOKATE Group based on the assumptions and guidelines developed by the authors of the article. The main purpose of the article is to present the identified coffee consumer preferences in Poland with regard to various kinds of coffee. The results of the research which have been included in the article indicate, among others, ongoing changes in the preferences of Polish consumers regarding their coffee choices. They prove that Polish consumers are drinking ground coffee more and more often. The consumption of instant coffee is decreasing.