The differences in intergenerational attitudes and behaviors toward coffee consumption: A socio-demographic, cultural, and economic analysis of the case of Sanliurfa province

Coffee has become more than just a beverage throughout history; it has evolved into a significant cultural, social, and economic element. Especially in regions where traditional and modern consumption habits coexist, coffee consumption is shaped both by individual preferences and social norms. In this context, the present study aims to examine the attitudes, behaviors, and preferences of consumers living in Şanlıurfa towards coffee consumption from a multidimensional perspective. The research was conducted as a quantitative field study with 384 participants selected through convenience sampling. Data were collected via a structured questionnaire consisting of sociodemographic information, coffee consumption frequency, preferred coffee types, consumption habits, and attitudes measured on a five-point Likert scale. Descriptive statistics, parametric and nonparametric tests, ANOVA, chi-square tests, as well as classified regression models (Logit and Probit) were employed in the analysis. The findings reveal that coffee consumption is not limited to a beverage preference but is rather a behavior intertwined with cultural values and social life. Significant generational differences were observed: Generations Y and Z place greater importance on ambiance and socialization factors, while Generation X emphasizes the price/performance aspect. Hygiene was found to be a common priority across all generations. In addition, socio-demographic variables such as gender, income, and education level were identified as significant factors influencing coffee consumption frequency and type preferences. In conclusion, the study demonstrates that both traditional and modern coffee varieties are consumed, while different consumption motivations emerge across generations. This research contributes to a better understanding of consumer behavior in a regional and cultural context and provides insights that can guide businesses in marketing strategies, product diversification, and consumer-oriented practices.