Coffee consumers' consumption habits, motivations and constraints: An intergenerational approach

ABSTRACT The second most traded commodity in global trade, coffee has long been enjoyed by millions of people and has become a widely consumed beverage with a rich history dating back to the 11th century. Coffee is recognized by most people as an integral part of everyday life. It is consumed not only as a beverage but also as a means of social interaction and relaxation. This study aims to determine the coffee consumption habits, motivations and limitations of Generations X, Y and Z. The qualitative research method was used in the study and the data obtained through face-to-face in-depth interviews were subjected to descriptive analysis. The study concluded that each generation differs in the way they adopt and consume coffee. In general, Generation Z sees coffee as an element of pleasure, a drink suitable for sports and a means of socializing. It is also noteworthy that Generation Z is more inclined to brand-conscious corporate venues and focuses more on the pleasurable aspects of coffee. Millennials, on the other hand, generally focus on the cultural aspects of coffee, prefer strong coffees and are more interested in the taste and smell of fresh coffee. Finally, it was concluded that Generation X consumes coffee because it is easy to prepare and practical, and they prefer mild coffees. In addition, Generation X prefers quieter and more authentic places than younger generations and almost ignore the sobering effect of coffee. In conclusion, this study has identified commonalities and differences in coffee consumption habits, motivations and limitations across generations. In the light of these findings, it is seen that coffee consumption is not only a flavor element, but also closely related to social and cultural factors.