Volume 2 Number 1 2025

Editorial

D O I: https://doi.org/10.69102/CTMJ.2025.020100

MARCIN ADAM ANTONIAK
Poznań University of Economics and Business (Poland)
ANDRZEJ SZYMKOWIAK
Poznań University of Economics and Business and Czech University of Life
Sciences – Prague (Poland, Czech Republic)
BARBARA BORUSIAK
Poznań University of Economics and Business (Poland)
DARIJA BOROVIĆ
University of Zagreb (Croatia)
ŽELJKA MESIĆ
University of Zagreb (Croatia)

Beyond Caffeine: Psychological Motives
Behind Coffee Consumption Intensity
and Frequency

A B S T R A C T

This study investigates the psychological motivations that influence coffee intensity preference and the frequency of coffee consumption. It addresses the behavioral paradox between widespread coffee intake and the diverse underlying motives beyond caffeine stimulation. A quantitative survey was conducted with 1,513 adult respondents to measure six psychological motives – stimulation/energy, sensory pleasure/taste, relaxation, habit/daily routine, social interaction, and health benefits – using Likertscale items. The multiple linear regression analysis was applied to assess their impact on coffee intensity preference and the frequency of coffee consumption. Sensory pleasure/taste, relaxation, and stimulation were the most strongly endorsed motives. Taste, stimulation, habit, and health benefits significantly predicted preferences for stronger coffee. The frequency of coffee consumption was primarily driven by habit and relaxation, while social interaction and taste were negatively correlated with frequency. These results suggest that coffee consumption is more emotionally and habitually driven than purely functional. This study highlights the need to consider non-functional motives in consumer and marketing strategies. Limitations include self-reported data and a lack of longitudinal insights. The study contributes to consumer behavior literature by offering an empirically grounded psychological model of coffee consumption that moves beyond biochemical and economic explanations. It underscores the emotional and 10 Coffee & Tea Market Research Institute habitual dimensions of coffee use, offering insights for both academics and practitioners in consumer psychology and food marketing.

K e y w o r d s: coffee, consumer preferences, consumer behavior, consumer perception, drinking habits

J E L C l a s s I f i c a t i o n: D03, D10

Citation: Antoniak, M.A., Szymkowiak, A.,  Borusiak, B., Borović, D., Mesić, Ž. (2025). Beyond the Caffeine: Psychological Motives Behind Coffee Drinking Intensity and Frequency. Coffee and Tea Marketing Journal, 2(1), 9-22. https://doi.org/10.69102/CTMJ.2025.020101

Paper received: 24 April 2025 • Paper revised: 23 May 2025 • Paper accepted: 04 June 2025

MAGDALENA KALIŃSKA-KULA
University of Lodz (Poland)
ALEKSANDRA RUDNICKA
University of Lodz (Poland)

Marketing Activities of Companies
in International Markets in the Context
of Cultural Differences of Coffee Market
Consumers

A B S T R A C T

The purpose of this article is to present the possibilities of differentiating the marketing activities of companies in international markets, considering the cultural background of consumer behaviour on coffee market. To meet the purpose of this article, empirical research was conducted in aa two-stage procedure. In the first stage of research, the observation technique was used, whilst the second stage involved a survey on a sample of 145 respondents from Poland and Italy, using an online questionnaire. The results of the observation, as well as research survey conclusions, confirmed the existence of significant differences within the scope of marketing tools shaped by the manufacturer of the coffee brand concerned on the Polish and Italian markets. Activities confirming, in particular, adjustment of products, distribution and promotion were noted. While interpreting research results, limitations such as nonrandomised sampling and the relatively small quantity, which prevent the collected results from being regarded as representative for the target group, should be considered. The undertaken research aimed to fill the research gap relating to the diversification of marketing activities of companies undertaken in the global coffee market, in the context of cultural differences of consumers.

K e y w o r d s : international marketing, cultural environment, customers’ behaviour, coffee market

J E L C l a s s i f i c a t i o n : M31, Z1, F14, F23, L66

Citation: Kalińska-Kula, M., Rudnicka, A. (2025). Marketing Activities of Companies  in International Markets in the Context of Cultural Differences of Coffee Market Consumers. Coffee and Tea Marketing Journal, 2(1), 23-48. https://doi.org/10.69102/CTMJ.2025.020102

Paper received: 07 February 2025 • Paper revised: 25 March 2025 • Paper accepted: 11 April 2025

AGNIESZKA IZABELA BARUK
Lodz University of Technology (Poland)

Extent of Social Media Use by Young Users as Active Co-creators of Coffee Shop Marketing Offers

A B S T R A C T
The purpose of the article was to determine the scope, causes, effects and specifics of prosumption behaviour undertaken in social media by Polish young adult users in relation to the marketing offer of coffee shops. The literature review shows that there is a cognitive gap and a research gap in this area. This is because, so far, these issues have not been studied in the terms proposed in the article. The proposed approach is in line with the concept of H2H marketing. In an effort to reduce both the identified gaps, primary research was designed and implemented. The survey method was used to collect primary data. The studies covered 340 Polish adults representing the 18-30 age group. The collected data were subjected to a quantitative analysis. The results of this analysis allowed answers to be found for five research questions formulated on the basis of results of literature analysis. Among other things, they identified the goals achieved by respondents through the use of social media; the characteristics and frequency of their prosumption activity on coffee shop profiles; and the needs satisfied through activity on coffee shop profiles. The results of the conducted research made it possible to draw important theoretical implications, enriching the current state of knowledge of social media marketing, as well as practical implications with high application value.

K e y w o r d s: social media, young social media users, coffee shop marketing offer, co-creating coffee shop marketing offer, needs met by activity on coffee shop social profiles

J E L C l a s s I f i c a t i o n: D12, D91, M31, O35

Citation: Baruk, A.I. (2025). Extent of Social Media Use by Young Users as Active Co-creators of Coffee Shop Marketing Offers. Coffee and Tea Marketing Journal, 2(1), 49-66. https://doi.org/10.69102/CTMJ.2025.020103

Paper received: 7 April 2025 – Paper revised: 12 May 2025 • Paper accepted: 02 June 2025

AGATA NIEMCZYK
Krakow University of Economics (Poland)
MAGDALENA WAWOCZNY
Krakow University of Economics (Poland)

The Role of Coffee Shops in Meeting
the Tourist Needs of Representatives
of Generation Z

A B S T R A C T
The purpose of the article is to identify the role of coffee shops in meeting the tourist needs of representatives of Generation Z. The starting point is a discussion of the place of tourism in the hierarchy of human needs and the mechanisms of making decisions in the tourist market. In the following section, Generation Z is characterised with its values, lifestyle, expectations of travel and how it uses food services. Special attention is paid to the role of gastronomy, especially coffee shops, which are increasingly becoming not only a place of consumption, but also an important part of the tourist experience, a space for social integration and an environment conducive to social media content creation. The study uses the diagnostic survey method with a survey questionnaire. The research sample included 255 Polish students belonging to Generation Z. The results of the survey may provide guidance for food service operators, especially in adapting their offers to the needs of young tourists. The practical implications include the potential for the development of the so-called coffee tourism as a new form of travel activity. The originality of the article lies in combining the gastronomy and tourism perspectives in the context of younger generation behaviour, and addressing the rarely analysed topic of coffee tourism as an emerging trend among Generation Z representatives.

K e y w o r d s :tourist needs, Generation Z, coffee tourism, coffee shops, catering establishments

J E L C l a s s I f i c a t i o n : Z31, Z32, M31

Citation: Niemczyk, A., Wawoczny, M. (2025). The Role of Coffee Shops in Meeting the Tourist Needs of Representatives of Generation Z. Coffee and Tea Marketing Journal, 2(1), 67-88. https://doi.org/10.69102/CTMJ.2025.020104

Paper received: 5 May 2025 – Paper revised: 26 May 2025 – Paper accepted: 10 June 2025

NATANYA MEYER
University of Johannesburg, Johannesburg
(South Africa)

Book Review:

Coffee Certification in East Africa: Impact on Farms, Families and Cooperatives
Edited by Ruerd Ruben and Paul Hoebink. Wageningen Academic Publishers, 2015

JE L C l a s s I f i c a t i o n: Y30

Citation: Mayer, N. (2025). Book Review: Coffee Certification in East Africa: Impact on Farms, Families and Cooperatives, Edited by Ruerd Ruben and Paul Hoebink. Wageningen Academic Publishers, 2015. Coffee and Tea Marketing Journal, 2(1), 89-92. https://doi.org/10.69102/CTMJ.2025.020105

Paper received: 22 May 2025 • Paper accepted: 10 June 2025