Finally, when consumers buy both FT and traditional
coffee, their inactivity date differs from that of
other coffee consumers, reaching nearly 5 years for
traditional coffee and 1 year for FT transactions.
Again, the FT attributes appear to lower the lifespan.
Yet, of all FT coffee buyers, mixed consumers seem
least loyal to FT. They buy FT coffee for just 1 year;
exclusive FT coffee customers buy it for more than
3 years (see Figure 1). Thus, we find support for H2b.