hypothesis research about coffee shop

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Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing

Coffee is popular worldwide and consumption is increasing, particularly in non-traditional markets. There is evidence that coffee consumption may have beneficial health effects. Consumers’ beliefs in the health benefits of coffee are unclear. The study aimed at analyzing consumers’ perceptions of coffee health benefits, consumption and purchasing motives of coffee consumers with positive perceptions of coffee health benefits, and willingness to pay for coffee with associated health claims. Data were collected through a face-to-face survey with consumers, resulting in a convenience sample of 250 questionnaires valid for data elaboration. Results were elaborated with factor analysis and logistic regression analysis. Findings revealed that a relevant minority of consumers believed that coffee could have positive health effects. The consumer with a positive perception of coffee health benefits is mostly male, young, works, is familiar with non-espresso-based coffee, consumes a limited amount of coffee (generally not for breakfast and often in social settings), and buys coffee at retail outlets. Consumers drink coffee for its energetic and therapeutic effects. Coffee consumption is still price-driven, but consumers are interested in purchasing coffee with associated health claims. There is the opportunity to improve the perception of coffee health benefits in consumers’ minds.

1. Introduction

Coffee is one of the most consumed beverages worldwide. Global coffee consumption is estimated to increase, particularly in non-traditional coffee drinking countries in Africa, Asia, and Oceania (+4.1%). Demand in traditional markets is estimated to grow by 1% in Europe and by 2.5% in North America [ 1 ]. Leading drivers for coffee market growth are innovations in out-of-home consumption, online commerce opportunities, and innovative brewed coffee beverage types [ 2 ]. Consumers are interested in coffee product quality and origin, as well as social, environmental, and economic sustainability [ 3 ].

Innovative coffee attributes related to the health properties of coffee could be a driver for coffee consumption [ 4 ]. Some researchers suggest that coffee might have the potential of a functional food thanks to its biochemical properties and the possible health benefits [ 5 , 6 ]. In particular, there is evidence that coffee consumption may have beneficial effects on non-communicable diseases (NCDs) [ 7 ]. This may contribute to the World Health Organization’s objective of reducing the relative risk of premature mortality from NCDs by 25% by 2025, by improving the modifiable risk factor of an unhealthy diet [ 8 ].

Consumers’ beliefs in the health benefits of coffee are unclear. Only 16% of U.S. consumers know about coffee’s health benefits, and 66% are prone to limiting their caffeine consumption [ 9 ]. Many European consumers are also confused about coffee’s impact on health, with 49% believing coffee has negative health effects [ 10 ]. On the other hand, consumption of green coffee-based beverages has become popular in recent years due to the belief in its beneficial antioxidant properties (e.g., chlorogenic acids, polyphenols) [ 5 , 11 , 12 ].

Coffee contributes to the daily intake of dietary antioxidants, more than tea, fruit, and vegetables [ 13 ]. A screening of the most consumed beverages for their bioactive non-nutrient contents identified instant coffee as the beverage with the highest total biophenol content [ 14 ]. Two other studies observed coffee to be the beverage with the highest total antioxidant capacity as compared to others like green and black tea and herbal infusions [ 15 , 16 ]. The biochemical composition of a cup of coffee depends on the degree of roasting, the type of bean (Arabica versus Robusta), and the coffee brewing method, including grind type [ 17 , 18 , 19 ]

There is little scientific knowledge on consumers’ attitude towards coffee health benefits. The perception of coffee’s health effects in consumers’ minds is unclear and has not been thoroughly researched. Past research studied consumer preferences and attitudes towards coffee attributes including sustainability, brands, coffee types, and motives for consumption like taste, energy, pleasure, socialization [ 20 ]. The paper aims to fill this gap in the literature and analyze the link between consumers’ coffee consumption behavior and their perception of coffee’s health benefits and risks. The research adds value to existing literature by analyzing what consumers perceive about coffee’s health effects. If coffee has positive effects on human health it would be important to educate consumers about the possible health benefits and the correct consumption of coffee. Therefore, it is important to first study the status of consumers’ perceptions about coffee’s health effects. Furthermore, this will allow for an exploration into whether there are marketing possibilities for coffee with health benefits considering the increasing consumption trend of healthy food.

In evaluating the healthiness of a cup of coffee it is important to consider that coffee drinking is a complex consumption behavior and that preferences and preparation methods are influenced by culture and tradition. To fully exploit coffee’s capability to impact on consumer food dietary lifestyle and health, there is need to better understand consumers’ coffee consumption habits, motives, and perception of coffee’s health benefits. Therefore, the objective of the research is to analyze consumers’ perception of coffee’s health benefits, consumption and purchasing motives of coffee consumers with positive perception of coffee health benefits, and willingness to pay for coffee with associated health claims.

Data was collected through a direct face-to-face survey with consumers using questionnaires with closed-ended questions. The structure of the paper is as follows. Section 2 provides a literature review of coffee consumption and purchasing motives and coffee and health, with a detailed review of the relevant literature on coffee’s effect on single health conditions. Section 3 describes data gathering and elaboration, and the data sample. Results are presented in Section 4 . This section first discusses the results regarding consumers’ characteristics and perception of health effects of coffee, followed by insights on consumers’ perception of coffee health effects and motives for coffee consumption and purchasing, and concludes with analyzing consumers’ willingness to pay a price premium for coffee with associated health claims. Finally, the paper provides a discussion and conclusions on consumers’ perceptions of coffee’s health effects, profiling consumers according to their attitudes towards health coffee benefits. Section 6 puts the topic into the broader context of consumers’ increasing interest in healthy food and eating behavior, and reflects on marketing possibilities for coffee focusing on specific health benefits.

2. Literature Review

2.1. coffee consumption motives.

The scientific knowledge on motives and preferences of coffee consumption and purchasing behavior is fragmented. Past research focused strongly on a limited number of specific issues, particularly on aspects of sustainability and fair-trade labelling of coffee. Evidence from a recent systematic review of 54 papers on coffee consumer research [ 20 ] identified the leading motives for consumers’ coffee consumption and purchasing behaviors. Results suggest that there are several leading motives for coffee consumption: functional, taste and pleasure, habit, tradition and culture, and socialization. The main limiting factors for coffee consumption are a dislike of coffee’s taste and a belief in its possible negative health effects. The functional and the pleasure motives are the two leading drivers for coffee consumption and are of similar importance across cultures.

2.2. Coffee Purchasing Motives

Key coffee attributes that impact on consumers’ purchasing decisions are sustainability (including organic and fair trade), intrinsic quality attributes (e.g., roast degree, country of origin, variety), extrinsic attributes (packaging, brands), and coffee type (e.g., the espresso type includes black espresso and macchiato , that is, with a small amount of milk; other types include American long coffee (i.e., espresso topped with hot water), cappuccino, decaffeinated coffee, filter coffee, iced coffee, and coffee powder) [ 20 ]. A recent review on coffee purchasing motives did not identify studies that focused specifically on the relation between coffee price and consumer behavior [ 20 ]. There is limited research on consumer preferences for coffee’s intrinsic qualities. Preference for different intrinsic qualities depends on expertise and sensory skills of the consumer [ 21 ]. The untrained consumer has difficulties in distinguishing quality levels of coffee compared to an expert. The role of familiarity with the product is important in the assessment of its quality [ 22 ]. There is not much evidence on the role that extrinsic attributes and marketing play in buying decisions towards coffee; nonetheless, brands and labels are considered essential for the coffee industry. Research on brands, labels and packaging mainly concerns the willingness to pay for sustainability labels and the role of packaging and labels for the communication of sustainability information [ 23 ].

2.3. Coffee and Health

Consumers’ beliefs in health benefits or risks of coffee are inconclusive. For some the health benefit (e.g., anti-migraine effect) is a driver for consumption [ 24 ], others avoid coffee consumption for medical reasons like anxiety and insomnia [ 25 ], or because of the belief that coffee is generally bad for health [ 10 ]. Coffee drinking is not considered a health-oriented behavior, even if scientific evidence indicates that coffee can be part of a healthy diet [ 26 , 27 ]. The main health concerns arise with regard to the caffeine content of coffee [ 28 ]. Consumers see coffee mostly as a stimulant and are not informed about beneficial components and suggested health benefits [ 10 ].

Roasted coffee is a mixture of over 1000 bioactive compounds, with potentially therapeutic antioxidant, anti-inflammatory, antifibrotic, and anticancer effects [ 11 , 29 ]. Key active compounds are caffeine, chlorogenic acids, diterpenes, cafestol, and kahweol [ 7 , 30 ]. Coffee is rich in vitamin B3 and magnesium [ 6 ], and brewed coffee maintains the potassium concentration of the original seeds [ 31 ]. Caffeine is the most studied coffee component.

Scientific research has studied extensively the associations between coffee and all-cause mortality, cancer, cardiovascular diseases, neurological and gastrointestinal as well as liver systems, and all effects on pregnancy, with differing results over the years.

Current research concludes that coffee drinking is safe when consumed by healthy, non-pregnant women and adult persons in moderate quantity, equivalent to three to four cups per day, providing 300 to 400 mg/d of caffeine [ 7 , 26 , 28 , 32 ]. The largest reduction in relative risk of all-cause mortality was found with a consumption of three cups per day as compared with no consumption. Results suggest an inverse relationship between coffee drinking and all-cause mortality in men and women [ 7 ]. Daily coffee drinkers reduced their risk of dying prematurely compared with non-drinkers by 7–12% [ 33 ]. There were beneficial effects of coffee on cancer and cardiovascular diseases, as well as metabolic and neurological conditions [ 26 ]. Adverse effects of coffee drinking were mainly limited to pregnancy and to women at increased risk of bone fracture. Negative effects are mainly associated with caffeine rather than any other components in coffee [ 7 , 26 ]. Table 1 provides details on the studies focused on the effects of coffee on single health conditions.

Effects of coffee on single health conditions.

The main limitation in drawing conclusions on coffee health associations is that existing evidence is observational and of lower quality. More research is needed with data from long-term randomized controlled trials [ 7 , 26 , 28 ].

3. Materials and Methods

3.1. data gathering.

Data gathering was based on a direct face-to-face survey. Data was collected using questionnaires with closed-ended questions. The first question aimed at filtering interviewees so as to collect responses only from coffee consumers (i.e., those who generally drink coffee). The questionnaire includes five sections. Section 1 was on coffee consumption habits: types of coffee drunk (e.g., espresso, long coffee, cappuccino, decaffeinated, coffee powder, iced coffee, filter coffee); number of cups of coffee per day; occasions and places of consumption; companionship during consumption; consumption of other caffeinated drinks; type of coffee preparation; and outlets of coffee purchasing. Section 2 focused on motives of coffee consumption and purchasing ( Table 2 ). Section 3 focused on the perception of health benefits of coffee. In particular, the first sub-section included questions aimed at eliciting the view of the consumers as to whether coffee consumption can bring health benefits, can reduce diseases, can be a functional beverage for human wellness, and has nutritional properties that can improve human health. These items are based on coffee health impact literature review, past research studies exploring consumers’ perception of food healthiness [ 4 , 9 , 66 , 67 , 68 , 69 , 70 , 71 ], and the European Food Safety Agency food health and nutrition claims [ 72 ]. The second sub-section asked consumers’ opinions on the effects of moderate coffee consumption on diminishing the risk of diseases and on influencing a number of physical effects based on scientific-tested studies ( Table 1 ). Then, the third sub-section asked if consumers thought that there was a gender difference in terms of coffee consumption with respect to health, and whether decaffeinated coffee had different health impact compared to caffeinated coffee. These items are based on a coffee health impact literature review. Section 2 and Section 3 asked the respondents to rate each question using a 5-point Likert scale of agreement/disagreement (1: “totally disagree” to 5: “totally agree”, with scale end values anchored to interpretations), or with other responses options (e.g., “yes”/”no”) as reported in the Table notes.

Literature references for studied items in the questionnaire.

In the fourth section respondents were asked to state their willingness to pay (WTP) for the most common type of coffee product, the coffee brick pack. Only participants that more frequently bought this type of coffee were considered in the analysis. Participants’ WTP was assessed by applying the multi price list (MPL) in a hypothetical setting method, widely adopted in experimental economics [ 73 , 74 , 75 ]. This mechanism has the great advantage of being transparent and very simple to understand for participants. The minor disadvantage is the interval response with a psychological bias toward the middle of the list [ 76 ]. Before eliciting their WTP, participants were provided with a reference price for the product type that was identified based on current retailer prices. The price premiums went from €0.10/brick to €1.50/brick, with 15 price premium options with a €0.10 difference. Section 6 gathered information on the socio-demographic profiles of the respondents.

The questionnaire was tested in trial face-to-face interviews and the items identified as unclear or not important were revised. Interviewers carried out 272 interviews. Data cleaning led to the definition of a convenience sample of 250 questionnaires for data elaboration. The places of interviews were retail outlets, coffee shops, bars, and malls. Interviews were carried out from April to July 2018. At the beginning the interviewer declared the interview was part of a university study, wore a badge with name and university affiliation, and proceeded with the interview if the respondent agreed to participate in the research. The time necessary to carry out each interview was around seven minutes. No reward or token was awarded. Data were collected with the support of the Qualtrics survey program by uploading the answers gathered during the face-to-face interviews.

3.2. Data Elaboration

Data elaboration followed different phases. First, data elaboration calculated the consumers’ level of perception of coffee health benefits. The level of perception was calculated as mean value of the first sub-section items belonging to Section 3 , that is, whether consumers agreed that coffee consumption could bring health benefits, reduce diseases, be a functional beverage for human wellness, and have nutritional properties that can improve human health. The mean values of positively versus negatively inclined consumers were cross-checked with the analysis of variance (ANOVA). The levels of perception of positively versus negatively inclined consumers were cross-analyzed with consumers’ socio-economic characteristics and coffee consumption habits, and tested using the chi-squared test.

Second, the research identified the existing latent factors in consumers’ coffee consumption and purchasing motives, with the support of two factor analyses. Two separate factor analyses were run, one for coffee consumption motives, and one for the coffee purchasing motives in order to highlight possible different habits in the consumers’ approaches to coffee. The principal components method (PCA) and Varimax rotation (Eigenvalue criterion being higher than 1) were applied.

Third, the factors were used in the logistic regression (enter method), carried out to explore the relationship between consumers’ perceptions of health benefits of coffee and their consumption and purchasing motives. The factor variables were also checked for the multicollinearity analysis, to verify the possibility that one variable is a linear function of the other. Multicollinearity has been tested through tolerance and variable inflation factors (VIFs) [ 92 ]. Omnibus tests of model coefficient were analyzed to test the level-of-fit of the model. Model variance with Nagelkerke was considered. Finally, the research calculated the WTP and cross-analyzed values with socio-economic characteristics of the consumers. Data elaboration was carried out with the support of SPSS (version 21).

3.3. Sample

Out of the 250 respondents, the majority were women, and about half had an academic degree ( Table 3 ). There was a majority of people working, and a generally low or medium family income. The age was well distributed, as 55.2% of the respondents are aged younger than or equal to the average age, that is, 40.97 years (maximum age is 85 and minimum age 18).

Sample characteristics.

* 39.1% did not respond to this question (“I do not know” or “I do not want to respond”).

4.1. Consumers Characteristics and Perception of Health Effects of Coffee

A relevant minority of consumers (25%) thought that drinking coffee could have positive effects on health ( Table 4 ). The average value of the perception on coffee health benefits of the positively inclined consumers was fairly high (3.7). The analysis of consumers’ socio-economic characteristics, coffee consumption, and purchasing habits of the positively versus the negatively inclined consumers showed interesting elements ( Table 4 ). A higher percentage of men (31%), of younger (30.4%), and of working (27.2%) consumers had a positive perception of the health effects of coffee consumption compared to female, older, and not working consumers. The level of education was not an explanatory characteristic for the perception of health effect of coffee consumption. There were more consumers that tended to drink non-espresso based coffee (36.2%), that consumed from one to two cups of coffee per day (32.5%), that never or rarely drank coffee for breakfast (34.3%), and that bought coffee in big retailer chains (27.9%) that had a positive perception of coffee health benefits. A chi-squared p -value confirmed the results. Other data support that positively inclined consumers tended to drink coffee with other people (28.5%), and that they did not to have coffee as a break (29.4%) or after lunch (28.1%).

Consumers’ perceptions of health effect of coffee consumption and consumers’ characteristics.

Note: *, **, *** Significant at p <0.10; p <0.05; p <0.01; a Based on the average value of coffee health impact perception. Negative and neutral coffee health impact (below or equal to 3); Positive coffee health impact (above 3). b “Espresso” type includes black espresso and macchiato , that is, with a small amount of milk; “Other types” include American long coffee (espresso topped with hot water), cappuccinos, decaffeinated coffee, filter coffee, iced coffee, and coffee powder. c The moka coffee pot is the most common coffee brewing technique in Italy. This results includes only the moka coffee pot and capsules as they were the most frequently ticked answers (94%). d Other sources of caffeine consumption, in addition to coffee, are: tea, energy drinks, coke, other caffeine drinks. Low/medium caffeine consumption has values of 1, 2, 3. High caffeine consumption has values of 4 and 5 in a 5-point Likert scale where 1 is “never” and 5 is “always”.

These results suggest that consumers positively inclined towards coffee health benefits are more likely to be male, young, and working, tending to appreciate non espresso-based coffee, consume in limited amounts and in social settings, and not usually consuming in the morning. They are more likely to purchase it in common outlets, probably with other food items.

Consumers are better inclined towards a limited number of benefits of coffee consumption ( Figure 1 ). In particular, almost 80% of consumers believe that drinking coffee increases blood pressure, more than half think that it decreases depression and headache, one-third that it decreases the risk of stress and anxiety, one-fourth that it decreases the risk of cardiovascular diseases, and one-fifth that it impacts on women’s capability to absorb calcium and minerals and stimulates the reduction of body weight. Consumers do not acknowledge other medically tested effects on pregnant women, diabetes, liver, cancer, neurodegenerative diseases, and pain.

Consumers’ perception of health effect of coffee consumption (%). Note: Consumers’ response options were “yes”/”no” for each item. Therefore, the figure shows that around 80% of respondents thought that drinking coffee increased blood pressure.

Moreover, 61% of consumers believe that the correct number of cups of coffee per day is between three and four. According to scientific studies, this is the recommended quantity (equivalent to 300–400 milligrams of caffeine per day) [ 7 , 26 , 32 ]. Therefore, the vast majority has an adequate knowledge of the daily quantity of coffee to be consumed. Around 35% of consumers think that between one and two cups is adequate, values lower than the threshold set by scientists, thereby showing some skepticism towards coffee impact on health. Moreover, 84% of consumers think that the effect is similar in men and women, and 80% that decaffeinated coffee has a similar impact to caffeinated coffee on human health. These results support that consumers have adequate knowledge on the quantity to be consumed, the effects on gender, and the types of coffee, fairly in line with scientific evidence [ 7 , 26 , 32 ]. There is no evident misconception of the effects of coffee on health.

4.2. Consumers’ Perception of Coffee Health Effect and Motives for Coffee Consumption and Purchasing

The two factor analyses on consumers’ coffee consumption and purchasing motives identified seven main components ( Table 5 and Table 6 ). Four components derive from the factor analysis on the initial 12 items on coffee consumption motives, and three components derive from the factor analysis on the initial 13 items on purchasing motives. The second factor analysis was tested until all identified components had satisfactory internal consistency values. This lead to delete three items. In both factor analyses items were loaded into single factors, with factor loadings above 0.585. The Kaiser–Meyer–Olkin measure of sampling adequacy and Bartlett’s test of sphericity were calculated to assess the appropriateness of the data for factor analysis. The Kaiser–Meyer–Olkin index was 0.649 in the coffee consumption motives PCA and 0.660 in the coffee purchasing motives PCA. Bartlett’s tests of sphericity were highly significant (0.000). The cumulated variance values explained by the factors were respectively 66.2 and 66.3. Elaboration results confirmed the data appropriateness. The values of the factors were calculated based on the mean of the items loading into the single factors.

Factor analysis on motives for coffee consumption and convergent validity and discriminant validity for each construct.

Note: Diagonal data (in italics) represent Fornell and Larcker’s average variance extracted (AVE). Subdiagonal represent the inter-construct correlations.

Factor analysis on motives for coffee purchasing and convergent validity and discriminant validity for each construct.

The internal consistency and convergent and discriminant validity of each component was verified ( Table 5 and Table 6 ). The internal consistency of each set of items was measured using Cronbach’s alpha and composite reliability (CR). Alpha component values were from 0.633 to 0.771, and CR values were from 0.77 to 0.88 in the first factor analysis. In the second factor analysis, alpha component values were from 0.675 to 0.836 and CR values were from 0.81 to 0.94. Values were satisfactory and acceptable [ 93 , 94 ]. The average variance extracted (AVE) provides a measure of convergent validity, and ranged from 0.504 to 0.696 in the first factor analysis and from 0.510 and 0.776 in the second factor analysis. These were satisfactory as above the 0.50 threshold [ 95 ]. To confirm discriminant validity, the square root of each construct’s AVE was calculated to ensure it was greater than its bivariate correlation with other constructs in the model. This led to adequate outcomes. The results confirm the reliability and validity of the research components.

The factors were labeled according to coffee consumption and purchasing motives associated with the statements. Coffee consumption is driven by four main factors. The most important factor is the habit and pleasure of drinking it (3.1). This connects to the organoleptic characteristics that are coffee smell and taste, family traditions and habits, and the emotions and moods created by coffee. The energetic physical and mental awakening power of coffee is as important as its role in having a break during the day and socializing at work (2.7). The fourth motive for drinking coffee is its therapeutic impact, that is, the capability of coffee to help digestion, increase blood pressure, and alleviate headaches (1.7). Coffee purchasing is driven by three main motives. The main driving element is the price, that is promotion and value for money (3.3). Another key aspect is the declared aroma, recipe, level of roasting, and intensity (3.2). The coffee sustainability (1.8) does not strongly influence consumers’ coffee purchasing. In synthesis, consumers have a hedonistic approach towards coffee, focused on its taste, smell, and family habits and culture. Their consumer behavior is also driven by utilitarian reasoning, focused on price. In addition, coffee is drunk for its relevant socializing and energetic power.

There is a statistically significant relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing ( Table 7 and Table 8 ). The VIF values were between 1.020 and 1.401, and the lowest tolerance value was 0.714. Therefore, there was no multicollinearity between variables. The significant relation is between the perception that coffee can have health benefits, and the following motives of coffee experience: habit and pleasure (0.017), aroma (0.048), and price (0.058). The significant relation is in some cases an unpredicted direction. If the consumers believe in the coffee health benefits, they tend not to drink it as a habit or for pleasure or consume coffee for its aroma. Moreover, the positively inclined consumers believe price is a motive of coffee purchasing. Results are confirmed by p -values.

Logistic regression on the relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing.

Dependent variable: level of coffee health benefit perception—(0) negative and neutral (average value below or equal to 3) vs. (1) positive (average value above 3). Note: *, ** significant at p < 0.10; p < 0.05. Omnibus tests: 0; VIF: between 1.020 and 1.041; Nagelkerke R-square: 0.313. The limited number of consumers with positive perceptions of coffee’s health benefits and with consumption behavior driven by therapeutic motives (one consumer) suggests not including the therapeutic component in the regression exercise. VIF: variable inflation factor.

Relationship between consumers’ perception of coffee health benefits and motives for coffee consumption and purchasing, with chi-squared results

Note: **, *** significant at p < 0.05; p < 0.01.

These results suggest that if consumers drink coffee for the pleasure of it, out of family and traditional habits, and because of the taste and coffee roasting/recipes, then they are distant from the idea that coffee may have a positive health impact. If their coffee purchasing experience is influenced by the product price, then they are sensitive to coffee’s health impact. If coffee purchasing and consumption are not driven by hedonism and traditional routine and are not emotional, then their perception is better inclined towards new features of coffee.

4.3. Consumers’ Willingness to Pay a Price Premium for Coffee Health Benefits

The vast majority of consumers (74%) is willing to pay a price premium for coffee with health benefits ( Table 9 ). Given that the average price is around €2.75/brick pack, a €1.03 average price premium is equivalent to +37% (average price is €2.78/250 g brick pack, equivalent to €11/kg) [ 96 ]. The price premium is significant. There are variations among the different socio-economic groups of consumers. The highest price premium (between €1.00 and €1.50) would be paid mostly by older (62.9%) and higher income consumers (17.5%). A higher percentage of women (70.4%) are favorable towards fairly high coffee price premiums (between €0.51 and €1.00).

Willingness to pay a price premium for coffee with associated health claims (%).

5. Discussion

The debate over coffee’s effects on the human body has gone through various stages, with recommendations aimed at promoting or avoiding coffee consumption. The history of coffee started in the 15th century [ 97 ]. Its consumption first grew in Arabic countries and then expanded to Persia, Egypt, Syria, and Turkey. It was known as “wine of Araby”, and drunk as a substitute for alcohol, which was prohibited according to the Islamic religion. In the 17th century coffee arrived in Europe (e.g., Italy, England, France, Austria). Consumers increasingly drank it in coffee houses that become competitors for pubs, with coffee becoming a substitute for beer and wine. During the 18th century it became common in North America, and then, thanks to the optimal weather, it was cultivated in South America. Brazil is currently the most significant coffee-exporting country. During its long history, coffee has been criticized for various reasons: because it was considered to stimulate critical thinking (Mecca), because it was considered Satanic (Italy), because it was considered as a toxic substance used to bring about death (unsuccessfully) (Sweden), and because it threatened beer consumption and therefore local agricultural production (Prussia) [ 97 , 98 ]. As history shows, coffee consumption and the beliefs in its nutritional properties have always been intertwined. Coffee properties perceptions have often shaped coffee consumption and purchasing habits, including preparation methods, favorite types of coffee, and places of consumption and purchasing.

The present research paper provides valuable insights on consumers’ perception over coffee health effects, and profiles coffee consumers’ characteristics based on their positive or negative attitudes towards coffee health effects. There are a number of results that highlight consumers’ socio-economic characteristics and coffee consumption habits, consumers’ motives for coffee consumption and purchasing, and consumers’ interest in coffee with associated health claims.

The present research shows that men are more positively inclined towards coffee health benefits as compared to women. Women appear more skeptical, whereas a higher percentage of men already believe that drinking coffee benefits their health. Considering women’s general strong propensity towards healthy food [ 99 ], coffee with certified health claims may lead women to have a more positive inclination towards it. Moreover, the consumer with a positive attitude towards coffee health benefits is fairly young, works, and has a habit of drinking coffee in social occasions, in limited quantity, and in various preparations, not necessarily espresso. This approach to coffee drinking is in line with the most recent coffee consumption trends. Recent studies support that there is an increasing number of people drinking coffee, with interest in gourmet coffee, new types of coffee (e.g., frozen blended coffee drinks, nitro coffee, and cold brew), out-of-home consumption, and lower appreciation for cafe moka [ 9 ]. Moreover consumers believe coffee has some effects on the human body (e.g., blood pressure, depression, headache, stress and anxiety, body weight). This suggests that there are no specific misconceptions over coffee, but consumers are still not fully aware of coffee’s nutritional potential and health impacts.

Results on the motives for coffee consumption support that the energy coffee provides is the key health effect consumers aim for. Coffee drinkers expect improved alertness and higher physical and mental performance [ 24 , 25 , 77 , 78 ]. There are motives for coffee consumption that differ among the positively and negatively inclined consumers with respect to coffee’s health benefits. The positively inclined consumer to a certain extent values coffee for its aroma, pleasure, habits, and socialization. This is a relevant difference compared to past studies that supported taste as the main motive for coffee drinking [ 25 , 77 , 78 , 79 ]. In consumers, coffee evokes feelings of pleasure and comfort during the drinking experience [ 77 , 78 , 79 ]. The wide audience of coffee consumers gives particular importance to coffee habit and family traditions that influence preferred occasions, locations, and types of coffee consumption [ 24 , 25 , 82 ]

Despite the fact that positively inclined consumers drink coffee with others to have a break, socialization is not a key motive. This approach brings a distinguishing interpretation with respect to past studies. These studies suggest that drinking coffee is a way to socialize and be part of a group [ 25 , 77 , 79 , 82 ]. In synthesis, the energizing effect is what the consumer aims for. The consumer aims for a functional drink with a clear mental- and body-stimulating function. This is the same consumer objective for soft drinks and energy drinks.

Results on the motives of coffee purchasing support that for the positively inclined consumer, price is a significant attribute. The consumer is influenced by extrinsic coffee attributes. Coffee purchasing is to a certain degree driven by aroma, coffee recipe, brand, information, and emotions, but rather by rational and economic elements. Therefore, for these consumers messages focused on health claims that give value to the money spent may be important for coffee consumption and purchasing. Past studies found that the use of texts, brands, and metaphorical images on coffee packaging moderately influenced product expectations, intrinsic quality perception, and purchase intention [ 89 ]. Brand identification is especially important in the coffeehouse market [ 87 , 88 , 89 , 90 ]. Drinking a specific coffee brand (e.g., Starbucks) represents a status symbol and way of life for consumers [ 87 , 88 ].

Sustainability is one of the most studied subjects in consumer purchasing research on coffee [ 20 ]. Present and past research results suggest that aroma, price, and promotions are more important factors as compared to sustainability [ 85 ]. Only consumers with a strong attitude towards sustainability gave more importance to the sustainability claims over hedonic attributes and were willing to pay more for sustainably produced coffee [ 84 , 86 , 100 ].

The present research on consumers’ interest in the economic investment over coffee products with health claims further highlights the importance of price in coffee purchasing. Results show that price is an important element for all consumers and that coffee is mostly purchased from large retailers. The importance of price in coffee purchasing shows that coffee is still a rather undifferentiated commodity. Consumers with positive attitudes towards coffee’s health benefits give particular importance to price. Moreover, consumers are generally willing to pay higher prices for coffee with health claims. This is suggested for both positively and negatively coffee health-oriented consumers. In particular, women and consumers with higher monetary resources are more favorable towards healthy food. This is consistent with past research results [ 101 , 102 , 103 ].

The willingness to pay for coffee with innovative attributes is confirmed by the market expansion of coffee capsules. Capsules have been successful thanks to the low cost of machines, the ease of use, the practicality of packaging, and effective marketing communication campaigns [ 96 , 104 ]. This success was achieved despite the high price, with consumers willing to pay up to five times more than coffee powder brick (around €55/kg for coffee capsules). This market phenomenon has been disruptive for the coffee market. It contributed to stopping the price competition that excessively lowered the price of the powder coffee brick, coffee quality, and the capability for investing in coffee research and development as well as innovations.

6. Conclusions

Consumer attitudes toward food products determine consumption behavior more than knowledge. Attitudes and perceptions influence dietary behavior intentions [ 105 ]. Results from the current study on coffee consumers’ consumption and purchasing habits can contribute to a better understanding of food lifestyle decisions. The integration of knowledge of nutritional qualities with knowledge of consumers’ expectations and perceived food qualities allows for addressing possible misconceptions and more effectively defining food consumption and purchasing behavior recommendations.

There is an expanding consumers’ interest for healthy food. Consumers are increasingly aware of the impact food has on body functions [ 69 , 71 , 106 ]. Coffee consumption has often been negatively criticized for its health effect. Recent studies show that coffee can have positive health effects, but consumers are still cautious on drinking coffee. The coffee image is of a drink with a health impact, but not necessarily positive, and not based on the latest science-based outcomes. Coffee is used for its energetic and therapeutic effects. Together with other energy drinks, it is increasingly used as a substitute for soft drinks. Coffee is a drink with some advantages. It is naturally low in calories if drunk “black”, and it is a drink good for socializing. Coffee chains are expanding. Soft drinks companies are increasingly interested in developing their business to include coffee shop chains [ 107 ].

The coffee market is very dynamic, and consumers are increasingly interested in artisanal coffee and small coffee breweries. Drinking coffee is already acknowledged as a pleasure. The aspects of aroma, taste, smell, and occasions of consumption are still crucial. However, there is space to improve perceptions of scientifically-based health benefits. To increase awareness and improve knowledge among consumers, coffee marketing strategies could focus more on health benefits and nutritional values of coffee [ 4 , 66 , 108 ] in addition to the other positive characteristics consumers already associate with coffee. As a result, coffee consumption could be marketed as being pleasant and healthy at the same time.

There are already examples for market trends and innovations focusing on the functional and health aspects of coffee. Ready-to-drink (RTD) coffee (packaged liquid coffee designed to be consumed when opened without any additional steps) is interpreted as a clean functional beverage category and a healthier alternative to soft drinks. The RTD coffee segment is expected to grow due to global trends in the coffee sector: worldwide coffee culture growth, active on-the-go-lifestyle, and investments by major players [ 109 ]. Some coffee brands already use health focused strategies for coffee marketing (RTD and ground coffee). RTD cold brew coffee is marketed as a sugar and fat-free alternative to traditional energy drinks [ 110 ] or as a probiotic cold brewed coffee supporting digestive and immune health [ 111 ]. There are examples for a prebiotic fiber-enriched ground coffees with digestive health benefits [ 112 ] and for antioxidant-enriched ground coffees [ 113 ].

The discussion whether coffee can be claimed as an actual functional food is ongoing and there is not enough long-term evidence that coffee can prevent disease. Therefore coffee consumption for health reasons requires further scientific evidence before being recommended and promoted [ 7 , 28 , 114 ].

Limitations and Future Research

There are some study limitations. Results come from a convenience sample, focused on Italian consumers. Future studies may aim for samples with statistical representativeness and compare perceptions of consumers living in different countries. Coffee consumption behavior is related to various countries’ consumption traditions and habits, and cross-country analysis may bring a more comprehensive perspective. Furthermore, considering the fast development in coffee consumption habits, future studies may focus the analysis on consumers that specifically favor coffee consumption out-of-home or specific coffee types preparations, such as filter, capsules, and powder. Future studies may also test consumers’ WTP for different combinations of coffees with associated health claims such as disease reduction and health-promoting effects. Finally, future studies may explore coffee consumption motives within the dietary lifestyle, so as to provide sound information on the food behavior of coffee consumers for nutritionists and doctors.

Author Contributions

The research reported in this paper is the result of the cooperation between authors. The specific author contributions are: Conceptualization, A.S.; Methodology, A.S.; Software, A.S.; Validation, A.S. and B.R.; Formal Analysis, A.S.; Data Curation, A.S.; Writing—Original Draft Preparation, Review & Editing, B.R. for Section 1 and Section 2 , A.S. for Section 3 , Section 4 , Section 5 and Section 6 ; Supervision, A.S.

This research received no external funding.

Conflicts of Interest

The authors declare no conflict of interest.

Consumer Motivation to Visit a New Coffee Shop: Empirical Study on Generation Y and Z Motivation

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• Winardi Triasa Putra   ORCID: orcid.org/0000-0003-2779-6638 4 &
• Ratna Roostika   ORCID: orcid.org/0000-0003-3849-5099 4  

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The coffee shop business is currently on the rise, supported by people’s culture, especially generations Y and Z. Generations Y and Z are generations that are very responsive to information and tend to like new things, including culinary matters, they are motivated to find new coffee shops and that can provide satisfaction that can encourage intention to visit again as well as positive word-of-mouth. This study aims to see whether the motivation of generations Y and Z both intrinsically and extrinsically can influence the satisfaction of visiting a new coffee shop and see whether satisfied visitors have the intention to visit again and share positive word-of-mouth to people. Around those asking for recommendations. The research was conducted in Yogyakarta by distributing online questionnaires through the Google form with the target respondents from generations Y and Z or from the age range of 17–41 years.

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Putra, W.T., Roostika, R. (2024). Consumer Motivation to Visit a New Coffee Shop: Empirical Study on Generation Y and Z Motivation. In: Alareeni, B., Elgedawy, I. (eds) AI and Business, and Innovation Research: Understanding the Potential and Risks of AI for Modern Enterprises. Studies in Systems, Decision and Control, vol 440. Springer, Cham. https://doi.org/10.1007/978-3-031-42085-6_8

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Antecedents of purchase intention at starbucks in the context of covid-19 pandemic.

1. Introduction

2. literature review and hypotheses development, 2.1. purchase intention, 2.2. food safety: healthiness and hygiene, 2.3. quarantine, 2.4. ease of app use, 2.5. environmental responsibility, 3.1. research model and measurements, 3.2. data collection and analysis, 4.1. sample profile, 4.2. exploratory factor analysis and reliability test results, 4.3. correlation matrix, 4.4. results of hypotheses testing, 5. discussion and conclusions, 5.1. interpretation of the results, 5.2. explanation for the hypotheses testing, 5.3. theoretical implications, 5.4. practical implication, 5.5. limitations and suggestions for future research, author contributions, conflicts of interest.

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Shim, J.; Moon, J.; Song, M.; Lee, W.S. Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic. Sustainability 2021 , 13 , 1758. https://doi.org/10.3390/su13041758

Shim J, Moon J, Song M, Lee WS. Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic. Sustainability . 2021; 13(4):1758. https://doi.org/10.3390/su13041758

Shim, Jimin, Joonho Moon, Myungkeun Song, and Won Seok Lee. 2021. "Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic" Sustainability 13, no. 4: 1758. https://doi.org/10.3390/su13041758

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Understanding the customer satisfaction factors in coffee shops

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The increasing percentage of coffee consumption in Indonesia creates a tighter competition among coffee shops. Therefore, this study purposed to identify the factor of satisfaction and the positioning attributes that impact the consumer’s satisfaction. This research investigated 184 customers of coffee shops in Garut Regency. The method of this research used quantitative and the primary data was obtained through observation and sharing the questionnaire. Then, the data analyzed use factor analysis and multidimensional scaling. The result of the research is there are four factors that impact satisfaction to the customer; these factors are the taste of coffee, freshness of coffee, appearance of coffee, and originality of the menu. In addition, the positioning of customer’s satisfaction indicates that freshness of coffee and originality menu have similar perception of coffee shop satisfaction while the taste of coffee and appearance of coffee has different perception of coffee shop’s customers.

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The surprising science of coffee and its effect on both body and mind

The latest research on caffeine reveals why coffee and decaf can be so good for your health, but energy drinks can be lethal

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20 August 2024

“I only drink coffee on days ending in y,” so the saying goes. If this mantra applies to you, welcome to the club. Coffee’s best-known component, caffeine , is estimated to be the most widely used psychoactive drug in the world, with billions of people consuming it every day. But unlike other addictive substances, it is largely unregulated, and nobody would flinch at the idea that you might struggle to function without it from the moment you wake up.

Coffee lovers might be on to something, with a slew of studies showing that, taken in the right way, caffeine can improve many things, not least your cognitive abilities and alertness. What’s more, your pursuit of a Java pick-me-up may bring a host of related health benefits . Yet not all sources of caffeine are viewed equally. In recent months, its health risks, especially when in energy drinks, have been in the spotlight again. In June, the UK Labour party, which now forms the country’s government, pledged to ban the sale of these drinks to children under 16 due to their “dangerously high” caffeine content. This comes hot on the heels of a comprehensive report called The Dark Side of Energy Drinks , which documents cases of people who ended up with severe health issues after consuming them.

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Science Proves You Should Be Studying at Coffee Shops Instead of the Library

Besides the obvious proximity to a caffeine source, have you ever wondered why you study better in coffee shops? Research shows that coffee shop ambiance increases creativity, alertness, and ability to learn. So grab the comfiest couch and let the magic of the cafe help you ace your exams.

Gif courtesy of lifehack.org

A study from the University of Illinois found that individuals came up with more creative product ideas when exposed to ambient sound at around 70 decibels – the average volume of a bustling coffee shop. Research shows that a semi-distracting background helps you think more broadly and outside-the-box. Rumor has it the selfie stick was even invented in a Starbucks.

Gif courtesy of giphy.com

Caffeine doesn’t actually wake you up . It inhibits the sleep hormone, adenosine, and energizes the brain. Coffee or high-caffeine teas can be just what you need to concentrate and crush a complicated task, and what better place to be productive than the source of never-ending caffeine ?

Fewer Distractions

If you go out of your way to do some work at a coffee shop , chances are you won’t give up and procrastinate away your time once you get there. You’re also unlikely to be bothered, especially if you appear to be working.

Ability to Learn

Studies   have shown that 200 millligrams of caffeine (approximately the size of a venti Starbucks latte) allows the brain to identify words and phrases more quickly. Caffeine can also improve problem-solving skills and memory. So the next time you have to learn macroeconomics the night before a final, head over to you local coffee shop and order a large – or extra large.

So grab your cappuccino and scone, pull up to an outlet and let the coffee shop do it’s magic.

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Coffee Shop: Caffeine Experiment

Dottie loves coffee and decided to study the affect of coffee with and without caffeine on heart rate for her science project..

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This science project was done by Dottie, who is a student at Texas School for the Blind and Visually Impaired (TSBVI).

Which one affects your heart rate the most: decaf or caffeinated coffee?

Hypothesis : 

After doing research with a volunteer on how caffeine affect the heart,  Dottie’s hypothesis was: The caffeinated coffee will increase heart rate more than decaf coffee. 

• 15 coffee cups
• Instant decaf coffee
• Instant caffeinated coffee – Same brand
• Sugar in packets
• Coffee creamer
• Talking heart rate monitor
• Talking calculator

Preparation

• This experiment required setting up the cups, sugar, and creamer for each trial.
• Dottie also prepared the talking heart rate monitor for use.
• Volunteer will sit on chair
• After 5 minutes, take resting heart rate using the talking heart rate monitor and record heart rate in the table
• Volunteer will be given a cup prefilled with 6 oz. of decaf coffee
• Wait 15 minutes.
• Take heart rate again and record the data in the data table.
• Give volunteer a cup of caffeinated coffee.
• Take heart rate and record the data in the data table
• Compare heart rate before and after decaf and caffeinated coffee and analyze the data
• Draw a conclusion. 

Average change of heart rate:

• Caffeinated coffee:         8.29 bpm
• Decaffeniated coffee:     3.00 bpm

Conclusion:

The hypothesis was correct, the caffeinated coffee raised heart rate more

Dottie and the volunteer who worked with her discussed the possibility of comparing the effect of caffeinated and decaf coffee on females versus males.

NGSS Standards:

• Plan and conduct an investigation individually and collaboratively to produce data to serve as the basis for evidence, and in the design: decide on types, how much, and accuracy of data needed to produce reliable measurements and consider limitations on the precision of the data (e.g. number of trials, cost, risk, time), and refine the design accordingly. (HS-ESS2-5)

By Laura Hospitál

Return to  Accessible Science main page .

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Top 10 Best Coffee Shops In Santa Clara, California

Santa Clara, located in the heart of Silicon Valley, is not only renowned for its technological innovations but also for its vibrant coffee culture. Amidst the bustling tech industry, coffee shops in Santa Clara offer a serene escape, serving as communal spaces where locals and visitors alike can unwind, socialize, and savor aromatic brews. In this comprehensive guide, we’ll explore the top 10 coffee shops in Santa Clara, delve into the historical overview of coffee culture in the region, discuss the diversity of offerings, examine the role of coffee shops in the community, and provide insights into coffee shop etiquette for an enriching experience.

Top 10 Coffee Shops In Santa Clara, California

Santa Clara boasts an array of delightful coffee shops, each offering its unique ambiance, menu, and coffee specialties. Here are the top 10 coffee shops in Santa Clara:

Chromatic Coffee : Known for its meticulously sourced beans and artisanal brewing techniques, Chromatic Coffee is a haven for coffee aficionados. With its minimalist decor and cozy seating, it’s an ideal spot for enjoying handcrafted espresso drinks and pour-over coffees.

Roy’s Station Coffee & Tea : Housed in a historic gas station, Roy’s Station Coffee & Tea exudes vintage charm. Here, patrons can relish a diverse selection of coffee blends, teas, and light bites while soaking in the nostalgic atmosphere.

Crema Coffee Roasting Company : Crema Coffee Roasting Company prides itself on its commitment to sustainability and quality. Visitors can indulge in ethically sourced coffees, freshly roasted on-site, and paired with delectable pastries.

Big Mug Coffee Roaster : Offering a laid-back ambiance and generous portions, Big Mug Coffee Roaster is a favorite among locals. Guests can savor robust espresso drinks, signature blends, and hearty breakfast options in a cozy setting.

Philz Coffee : Philz Coffee is renowned for its personalized coffee experience, where each cup is handcrafted to perfection. With a diverse menu featuring unique blends and flavor profiles, it’s a must-visit destination for coffee enthusiasts.

Cafe LaTTea : Combining the flavors of Italy and Taiwan, Cafe LaTTea offers an eclectic menu of coffee, tea, and fusion beverages. Patrons can enjoy specialty lattes, boba teas, and savory snacks in a relaxed setting.

Java Hub : Nestled in the heart of Santa Clara University, Java Hub is a beloved gathering spot for students and faculty. Here, guests can savor artisanal coffees, study in cozy nooks, or engage in lively conversations.

MoonBeans Coffee : With its welcoming atmosphere and friendly service, MoonBeans Coffee is a neighborhood gem. From classic espresso drinks to refreshing iced coffees, there’s something for everyone to enjoy.

Drip Coffee : Drip Coffee stands out for its commitment to community engagement and social responsibility. Beyond serving exceptional coffee, it hosts events, workshops, and fundraisers, fostering a sense of belonging among patrons.

Blvd Coffee : Tucked away in a quaint corner of Santa Clara, Blvd Coffee exudes rustic charm. Here, guests can unwind with a cup of freshly brewed coffee, accompanied by hearty sandwiches and pastries.

Historical Overview

The coffee culture in Santa Clara traces its roots back to the mid-20th century when the region experienced rapid growth due to the burgeoning technology sector. As Silicon Valley emerged as a global hub for innovation, coffee shops became integral meeting places where entrepreneurs, engineers, and creatives converged to exchange ideas and forge partnerships.

One of the earliest coffee shops in Santa Clara was established in the 1960s, catering primarily to academics and researchers affiliated with nearby universities and research institutions. These establishments provided a conducive environment for intellectual discourse and collaboration, fueling the spirit of innovation that defines Silicon Valley.

Throughout the decades, coffee culture in Santa Clara continued to evolve, reflecting the changing demographics and tastes of its residents. With the rise of specialty coffee roasters and third-wave coffee movements in the late 20th century, Santa Clara witnessed a proliferation of artisanal coffee shops committed to quality, sustainability, and community engagement.

Today, the coffee scene in Santa Clara remains vibrant and diverse, with a plethora of cafes, roasteries, and specialty shops catering to discerning coffee enthusiasts and casual patrons alike.

One of the defining features of Santa Clara’s coffee scene is its diversity, both in terms of offerings and clientele. From traditional espresso drinks to innovative fusion beverages, coffee shops in Santa Clara showcase a wide range of flavors and brewing techniques, catering to diverse palates and preferences.

Moreover, Santa Clara’s multicultural population is reflected in the variety of coffee blends and culinary influences found in local cafes. Visitors can sample specialty drinks inspired by Italian espresso culture, Taiwanese bubble tea, Latin American coffee traditions, and more, creating a rich tapestry of flavors and experiences.

In addition to culinary diversity, Santa Clara’s coffee shops embrace inclusivity and accessibility, welcoming patrons from all walks of life. Whether you’re a tech professional grabbing a quick caffeine fix between meetings or a student studying for exams, you’ll find a welcoming space and a warm cup of coffee in Santa Clara’s cafes.

Beyond serving as purveyors of caffeine and culinary delights, coffee shops play a multifaceted role in the fabric of Santa Clara’s community. These establishments serve as gathering places where neighbors can connect, friends can catch up, and strangers can strike up conversations.

For many residents, coffee shops serve as makeshift offices, providing a conducive environment for remote work, meetings, and collaborative projects. With free Wi-Fi, ample seating, and a steady supply of coffee, these cafes offer a respite from the isolation of home offices and corporate cubicles.

Moreover, coffee shops in Santa Clara often double as venues for cultural events, live music performances, and art exhibitions, enriching the local cultural landscape and fostering creative expression. Whether it’s an open mic night, a poetry slam, or a book club meeting, these gatherings bring people together and nurture a sense of belonging.

From a broader perspective, coffee shops contribute to the economic vitality of Santa Clara, providing employment opportunities, stimulating local commerce, and attracting visitors to the area. By patronizing local cafes, residents can support small businesses and contribute to the sustainable growth of the community.

Coffee Shop Etiquette

While coffee shops are known for their laid-back atmosphere, observing proper etiquette ensures a pleasant experience for everyone. Here are some tips for navigating coffee shop culture in Santa Clara:

Respect the Space : Be mindful of your surroundings and respect the privacy of other patrons. Avoid talking loudly on your phone or engaging in disruptive behavior that may disturb others.

Order with Consideration : During peak hours, be patient and courteous when placing your order. Avoid lingering at the counter or indecisively browsing the menu, especially if there’s a line behind you.

Tip Generously : Show appreciation for excellent service by tipping your barista generously. While tipping is not mandatory, it’s a gesture of gratitude that helps support coffee shop staff and their livelihoods.

Clean up After Yourself : Dispose of trash properly and bus your table after finishing your meal or drink. Keeping the space clean and tidy ensures a pleasant environment for everyone to enjoy.

Be Mindful of Seating : If the coffee shop is crowded, be considerate of others who may be looking for seating. Avoid monopolizing tables for extended periods, especially if you’re only using the space for studying or working alone.

Engage Respectfully : If you strike up a conversation with fellow patrons or staff, be respectful and mindful of boundaries. Not everyone may be receptive to conversation, so gauge the situation and proceed accordingly.

Follow House Rules : Familiarize yourself with any specific rules or policies posted in the coffee shop, such as time limits on seating, Wi-Fi usage, or outside food and drink restrictions. Adhering to these guidelines helps maintain a harmonious environment for everyone.

By following these etiquette guidelines, you can contribute to a positive and enjoyable coffee shop experience for yourself and others.

Coffee shops in Santa Clara, California, are more than just places to grab a cup of coffee—they’re vibrant hubs of community, culture, and creativity. From the historic charm of Roy’s Station to the artisanal excellence of Chromatic Coffee, each cafe offers a unique ambiance and flavor experience.

As Santa Clara continues to evolve, its coffee shops remain steadfast pillars of connection and camaraderie, welcoming patrons from all walks of life. Whether you’re seeking inspiration, relaxation, or simply a delicious cup of coffee, you’ll find a warm welcome and a rich brew awaiting you in Santa Clara’s cafes. So, grab your favorite mug, savor the moment, and immerse yourself in the rich tapestry of Santa Clara’s coffee culture.

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The Factors That Affect The Satisfaction of Local Coffee Shop Customers in The 4.0 Industry Era

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Big Mug Coffee Roaster - Santa Clara, California

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Big Mug Coffee Roaster Is a Coffee Shop in Santa Clara, California.

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3014 El Camino Real, Santa Clara, California, 95051 United States of America

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