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Coffee and tea culture in Turkiye: is consumer behaviour changing?

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  • Osman Nuri Özdoğan
  • Erdem Baydeniz
  • Betül Öztürk
  • Yeşim Gül Özdoğan

Abstract

The primary purpose of this study is to determine the extent to which coffee-drinking culture among younger generations has evolved from tea to coffee. The other aim is to determine the impact of socialisation, utility, and status on coffee attitudes. Accordingly, the population of the study consists of university students living in the Aegean Region, and the variables of socialisation, utility, status, and coffee attitudes were used to determine whether there is a difference between the variables related to both structural equation modelling and the individual characteristics of the participants. In the study, 1000 questionnaires were distributed, and 684 questionnaires were found suitable for analysis. SmartPLS statistical program was used to test the hypotheses, and structural equation modelling was used to analyse the data. In this context, according to the study's results, socialisation, benefit, and status significantly positively affect coffee attitudes.

Suggested Citation

  • Osman Nuri Özdoğan & Erdem Baydeniz & Betül Öztürk & Yeşim Gül Özdoğan, 2025. "Coffee and tea culture in Turkiye: is consumer behaviour changing?," International Journal of Complexity in Leadership and Management, Inderscience Enterprises Ltd, vol. 4(2), pages 152-171.
    • Handle: RePEc:ids:ijclma:v:4:y:2025:i:2:p:152-171
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