Evaluation of coffee culture of generation Y and Z in the context of popular culture

While the events and phenomena experienced form the experiences of individuals, they determine the behavior and thought patterns of the period. Experiences, which are the main reason for the differences between generations, also shape the course of the phenomenon of culture. Generations Y and Z, who experience globalization, move away from traditionalism and are included in the universal culture. For this reason, the coffee culture of Generations Y and Z was analyzed in the context of popular culture. As a result of the research, it was determined that Turkish coffee is the most frequently drunk coffee type, but the preference rate of Turkish coffee decreases from Generation X and Baby Boomers to Generation Z. While Turkish coffee is preferred in Turkish coffee chains, international coffees are preferred in foreign coffee chains. When buying coffee to drink at home or at work, Generation Z prefers branded coffee, while other generations prefer freshly ground coffee. There is a significant difference between the generations' preference for popular products and brand orientation scores. The majority of the participants stated that their lifestyle/culture and consumption habits are partially compatible with both Turkish and foreign brands. This situation reveals that the universal and popular culture carried by foreign brands is blended with traditional culture. Keywords: Popular culture, Coffee, Generations, Culture.