ÜNİVERSİTE ÖĞRENCİLERİNİN KAHVE VE KAHVELİ İÇECEKLERİ SATIN ALMA VE TÜKETME MOTİFLERİ

Öz

Dünyada en çok tüketilen içeceklerin başında gelen kahve sadece zengin tarihi ve kültürel geçmişi ile değil günümüzde sosyal, ekonomik ve kültürel etkileri olan bir ürünü temsil etmektedir. Kahveli ürünlere artan ilgi kahveyi bazı ekonomiler için önemli bir kalkınma aracına dönüşmektedir. Modern hayatta kahveli içeceklere yüklenen fonksiyonel ve sembolik anlamlar değişen ve gelişen tüketim alışkanlıklarına da işaret etmektedir. Nitel bir araştırma desenine sahip bu çalışmada Z kuşağı üniversiteli Türk öğrencilerin kahve ve kahveli içecekleri satın alma ve tüketme motifleri incelenmiş, kahve tüketiminin sağlık iddialarıyla ilişkisi de değerlendirilmiştir. Elde edilen sonuçlara göre öğrenciler kahve ve kahveli içecekler hususunda seçici bir tüketici kimliğine bürünmekte, kahve onlar için günlük rutinin bir parçası haline gelmekte, kahvede kalite, tazelik, tat ve bol çeşit gibi kriterler satın alma motivasyonunu etkilemektedir. Kafeinin sağlık üzerindeki etkisi hususunda da farkındalık geliştiğinden gerek kafeinsiz ürünler gerekse sosyal medya etkileşimleri tüketimi ve yeni denemeleri teşvik etmekte, kahveye fonksiyonel ve sembolik pek çok anlam yüklenmekte, böylelikle bu genç tüketici grubundaki talep yükselişi Türkiye’de gelişme potansiyeli yüksek bir kahve pazarına işaret etmektedir.

Anahtar Kelimeler

• Kahve
• Kahveli İçecekler
• Kahve Endüstrisi
• Z Kuşağı
• Satın Alma
• Motivasyon Faktörleri
• Sağlık

CONSUMPTION AND PURCHASING MOTIVES FOR COFFEE AND COFFEE-BASED BEVERAGES AMONG UNIVERSITY STUDENTS

Öz

Coffee, one of the most consumed beverages in the world, represents a product not only with its rich history and cultural heritage but also with social, economic, and cultural impacts today. The increasing interest in coffee products is transforming coffee into a significant development tool for some economies. The functional and symbolic meanings attributed to coffee beverages in modern life also point to changing and evolving consumption habits. This qualitative research study examined the purchasing and consumption patterns of coffee and coffee beverages among Turkish Generation Z university students and evaluated the relationship between coffee consumption and health claims. The results indicate that students are becoming discerning consumers of coffee and coffee beverages. Coffee has become a part of their daily routine, and criteria such as quality, freshness, taste, and a wide variety of coffee options influence purchasing motivation. As awareness of the health impact of caffeine increases, both decaffeinated products and social media interactions encourage consumption and new experiments. Coffee is imbued with numerous functional and symbolic meanings. Consequently, the rise in demand among this young consumer group points to a coffee market with high potential for growth in Turkey.

Anahtar Kelimeler

• Coffee
• Coffee Drinks
• Coffee Industry
• Generation Z
• Purchasing
• Motivation Factors
• Health

Kaynakça

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