The behavioural intentions of specialty coffee consumers in South Africa

Abstract

More than 1.6 billion cups of coffee are consumed worldwide on a daily basis. South Africa is rapidly adapting to worldwide trends with speciality coffee consumption on the rise, with South Africa recently having been recognised as a key player in the speciality coffee industry. Emerging market trends in speciality coffee consumption have resulted in a number of changes in consumption patterns, preferences and consumer behaviour. The purpose of this study was to determine the behavioural intention of speciality coffee consumers in South Africa, using the Theory of Planned Behaviour. The data were gathered from a non‐probability sample of 327 respondents, who were selected through a self‐completion online questionnaire. The results indicate that males consume more speciality coffee than females. The majority of respondents consume speciality coffee more than once a day, and foam cappuccinos are consumed most regularly. The results of the stepwise multiple regression analysis demonstrate the utility of the Theory of Planned Behaviour as a conceptual framework for predicting the behavioural intention of speciality coffee consumers. The findings indicate that attitude, subjective norms and perceived behavioural control are important predictors of behavioural intention. Furthermore, perceived behavioural control is the most important factor influencing speciality coffee consumption, and the most influential of the direct measures of the Theory of Planned Behaviour. With the current rise in speciality coffee consumption among South Africans, the Theory of Planned Behaviour framework contributes to understanding those factors which influence regular speciality coffee consumption. It is recommended that marketers and practitioners adapt their offerings to appeal to the specific needs of the growing speciality coffee market in South Africa.

Sensory attributes of coffee beverages and their relation to price and package information: A case study of Colombian customers’ preferences

“…First, we investigated whether women and men differently perceive coffee beverages across the four investigated categories. Our results are consistent with Van der Merwe and Maree (), who found differences by gender, in the sense that men prefer social‐content coffee more than women. Considering gender as socio‐demographic variable, these results contribute to the discussion of differences in coffee preferences given by the gender, as it is reported by Samoggia and Riedel ().…”

“…From this, Sanmiguel et al () indicated that interest in coffee consumer behavior and sensory attributes has grown significantly during the last decade. In a study conducted by Van der Merwe and Maree (), it was found that people who like sensory properties of coffee also have positive attitudes toward specialty coffees. Similarly, young women are more predisposed to appreciate sensory properties than men.…”

“…On the other hand, men give more importance to the packaging than women. Van der Merwe and Maree () found that men consume more specialty coffee than women.…”

A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses

“…Social media is a crucial factor in minimizing marketing challenges [71]. As more people use third places for example, coffee shops as a public gathering place outside of home and work (Van der Merwe & Maree, 2016) [72], the owners' active community engage-ment contributes to the strength of a community [49].…”

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