The value-based examining of the symbolic consumption of adult generation Z consumers in third wave coffees: An application in eskişehir

The Z generation, who wants to experience quality coffee and add value to themselves, is more interested in third wave coffees than first and second wave coffees. This thesis aims to determine the value based dimensions of the symbolic consumption of adult Z generation consumers in third wave coffee shops. In this study, the factors of the symbolic consumption of adult Z generation consumers in third wave coffee shops were investigated by adapting the scale developed by Kim and Yang (2014) to third wave coffee shops. The data of the study was applied to 355 people who were reached by simple random sampling technique. As a result of the explanatory factor analysis applied in the study, 7 main factors ("conspicuous consumption"," Reference groups "," Atmosphere "," Coffee quality "," Product variety "," Electronic word of mouth "," Quality of service "). It was determined by comparison analysis whether the factors differed according to the preference order of third wave coffee houses. Significant differences have been found between adult Z generation consumers who prefer Mackbear Coffee in 3rd place and who prefer 4th place and . significant differences have been found between adult Z generation consumers who prefer Kronotrop in 4rd place, 6th and 7th.