Coffee consumption across generations: consumer habits, motivations and constraints

Abstract

Purpose This study explores how consumers from Generations X, Y and Z in Türkiye interpret coffee consumption through the interplay of habits, motivations and constraints. Rather than treating coffee as a matter of preference alone, it examines its social, cultural, experiential and practical meanings across generations. Design/methodology/approach A qualitative design was adopted. Semi-structured face-to-face interviews were conducted with 37 coffee consumers representing Generations X, Y and Z in Türkiye. The data were analyzed using content analysis, and inductive codes were organized around consumption habits, motivations and constraints. Findings Generation Z perceives coffee through the lens of pleasure and socializing, often integrating it into sports routines and preferring brand-led corporate venues. Generation Y emphasizes cultural meanings, showing a preference for stronger coffee and valuing the aroma of freshly ground and brewed beans. In contrast, Generation X prioritizes practicality, opting for milder milk-based coffees and quieter, more authentic settings. Across all cohorts, high prices and health concerns emerge as primary constraints; however, while Generations Z and Y often continue consumption despite discomfort, Generation X is more likely to reduce intake. Research limitations/implications The findings suggest that coffee businesses should adopt lifestyle-sensitive and generation-aware service strategies, particularly in relation to café atmosphere, sensory quality, communication, pricing and consumer experience management. Originality/value By integrating habits, motivations and constraints within a single qualitative framework, this study offers a generation-sensitive interpretation of coffee consumption in Türkiye and shows how these dimensions jointly shape everyday consumption practices.