Examination of coffee drinking behavior in coffee shops within framework of planned behavior theory

The basic purpose of this research is to examine the effects of attitude, subjective norm and perceived behavioral control variables on intentions to drink coffee of the consumers who drink coffee in coffee shops, by using the theory of planned behavior. Besides this basic purpose, it is aimed to determine whether the demographic characteristics of participants have any effects on the dimensions of planned behavior theory and to examine the participants' perceptions of coffee drinking in coffee shops. When Turkish and foreign literature were examined, studies on coffee and coffee shops were found, but it was seen that there were no researches similar to this research and there was no scale similar to the scale of this research. For this reason, the relevant scale has been developed to suit the objectives of this research. At first, a preliminary test was carried out on a small group of 20 people to try to eliminate participants' understanding and interpretation problems about the scale. Then, before applying the scale to the actual sampling, the scale was applied to the 271 participants for the trial test so that the validity and reliability of the scale were shown. As a result of the analyses, a valid and reliable scale was obtained. The finalized scale, whose validity and reliability had been tested was applied to 411 participants participating in Istanbul Coffee Festival held between 21-24 September 2017. The data obtained within the scope of the research were analyzed in a way that was appropriate for the purpose of the research. As a result of the analyses, it was found that participants went to coffee shops 1-2 times a week; they mostly preferred foreign coffee shops; they usually preferred espresso and espresso-based beverages in coffee shops; and they paid attention to most coffee quality in coffee shops. It was also found that drinking coffee and meeting friends were important for consumers going to coffee shops. T-test and ANOVA analyses were performed to examine the effects of demographic characteristics on attitude, subjective norm, perceived behavioral control and intention. As a result of the analyses, it was seen that the demographic characteristics were totally different with attitude and partially different with subjective norm, perceived behavioral control, and intention. As a result of the correlation and regression analyses carried out in accordance with the basic purpose of the research, it was determined that attitude, subjective norm and perceived behavioral control variables had significant effects on intention to drink coffee in coffee shops and that intention to drink coffee in coffee shops was affected most by attitudes.