Examining the effect of personality types on coffee consumption intention within the scope of SOR theory

This study provides an examination of the power of personality types in the intention to consume the coffee you will consume. Theoretically, the Stimulus-Organism-Response (S-O-R) model has been adopted as the basis. In the study, the "Attitude Scale Towards Coffee Consumption (ATC)" was developed for attitudes towards coffee consumption and validity-security analyses were conducted. The study mix was conducted; In the qualitative stage, scale items are stored with Delphi technology and focus group units. In the beautiful stage, exploratory and confirmatory factor analyses, structural freedom units and valid analyses were performed with the data obtained from 879 versions. The survey method was used in the data collection process and the obtained data were analyzed with the SmartPLS 4.0 program. The scale consists of two dimensions, hedonism and social identity, and 21 items. According to the structural freedom model, hedonism (β = 0.347, p < 0.001) and social identity (β = 0.510, p < 0.001) are significant predictors of coffee drinking. The effect of social identity change is higher than hedonism. In addition, it is seen that dimensions such as regulated orientation, experience availability and agreeableness are combined on these pictures. The results show that coffee consumption is shaped not only by visible needs but also by psychological and social motivations such as the individual's self-presentation, sense of help and pleasure seeking. Growth, growth rates contribute to the literature as an existing and reliable tool in analysis.