The Italian coffee market is a dynamic landscape influenced by consumer preferences and strong cultural traditions. Despite the deep-rooted traditionality, the perceptions and decision-making processes of Italian coffee consumers have evolved significantly over time due to various factors. This marketing research aims to investigate these changes, with a specific focus on how evolving consumer behaviors and social trends, particularly the increasing emphasis on sustainability, shape the preferences and purchasing behavior of Italian consumers across different generations. To achieve this, the study utilized several methodologies, including expert interviews, perceptual mapping, and conjoint analysis. The key findings highlight a growing interest in sustainability and notable differences between age groups.