Volume 3 Number 1 2026

Editorial

DOI: https://doi.org/10.69102/CTMJ.2026.030100

ANNA DĄBROWSKA
SGH Warsaw School of Economics (Poland)

The Habits and Preferences of Poles
Regarding Coffee Consumption
and Perception

ABSTRACT

Coffee is one of the world’s most popular beverages. When consumed in moderation, it is credited with numerous health-promoting benefits. Although the coffee market has recently experienced numerous problems, it can also boast growing interest from consumers whose habits and preferences are evolving. This article presents the results of a consumer survey of 1,004 Poles, taking into account characteristics representative of the population as a whole, such as gender and age. The survey shows that coffee is most often consumed two or three times a day, with ground and instant coffee being the preferred brewing methods. The most common coffee additives are milk and white or brown sugar.

Keywords: coffee market, consumer behaviour, health-promoting benefits of coffee

JELClassIfication: D12, L66, Q01

Citation: Dąbrowska, A. (2026). The Habits and Preferences of Poles Regarding Coffee Consumption and Perception, Coffee and Tea Marketing Journal, 3(1), 9-24. https: //doi.org/10.69102/CTMJ.2026.030101

Paper received: 26 January 2026 • Paper revised: 30 March 2026 • Paper accepted: 14 April 2026

TOMASZ ZALEGA
University of Warsaw (Poland)

Young and Silver Singles as Consumers in
the Coffee Market in Poland
– Selected Issues

ABSTRACT

The article is a research study. The purpose of the study is to capture the consumer behaviour of young and silver singles living in Poland in relation to coffee consumption, knowledge of coffee varieties and motives for consuming coffee, as well as the effects of coffee consumption on the human body. The theoretical part of the text, based on a critical analysis of literature, describes the coffee market and explains the phenomenon of singlisation that characterises modern societies. The empirical part of the article focuses on the conceptualisation of research and the description of the research sample and its characteristics. Then, based on own research, the author analysed the frequency and place of consumption of various types of coffee, the familiarity with their brands, including specialty grade coffees, the criteria determining the choice of coffee beverages, and the knowledge among young and silver singles of the effects of coffee consumption on the human body. The analysis is based on a survey questionnaire conducted between 1 October and 30 December 2025. According to the research assumptions, the sample included people between the ages of 18 and 34, representing young singles, and single older people aged 65 and over. The survey shows that the respondents, especially young singles, most often drink coffee in the morning, while older respondents drink coffee at noon. They mainly consume it at home, and to prepare the coffee they use coffee extract. Both young and older singles boast a good knowledge of coffee brands supplied by major coffee corporations, such as Nestle, Starbucks, Jacobs Douwe Egberts and Lavazza. However, the respondents’ knowledge of specialty grade coffees is much weaker. When it comes to the respondents’ familiarity with the effects of coffee consumption on the human body, silver singles may boast greater familiarity in this area.

Keywords : young and silver singles, coffee market, consumer behaviour, consumer preferences

JELClassification : D03, D10

Citation: Zalega, T. (2026). Young and Silver Singles as Consumers in the Coffee Market in Poland – Selected Issues, Coffee and Tea Marketing Journal, 3(1), 25-56. https: // doi.org./10.69102/CTMJ.2026.030102

Paper received: 5 March 2026 • Paper revised: 10 April 2026 • Paper accepted: 22 April 2026

ANNA ZIELIŃSKA-CHMIELEWSKA
Poznań University of Economics and Business (Poland)
DOBROSŁAWA MRUK-TOMCZAK
Poznań University of Economics and Business (Poland)

MIGLENA ANGELOVA
University of National and World Economy (Bulgaria)

NIKOLA FABISIAK
Poznań University of Economics and Business (Poland)

Cultural, Social and Environmental
Importance of Coffee
in the Circular Economy

ABSTRACT

The article analyses the cultural, social and economic significance of coffee and assesses the potential of coffee waste as a resource within the circular economy. The aim of the study is to demonstrate the multidimensional role of coffee in the contemporary world and to show that waste generated throughout the coffee production and consumption chain can become an important element in the transition toward more sustainable models of production and consumption. The study is theoretical in nature and is based on an analysis of current scientific literature, industry reports and institutional data concerning the coffee sector, the circular economy and the socio-cultural determinants of consumption. The analysis indicates that coffee waste represents a significant source of biomass with a high potential for application in sectors such as energy, agriculture, food, cosmetics and textiles, while also generating a new economic value. At the same time, the article highlights the importance of social and cultural factors, including consumer awareness, the narrative surrounding waste-derived products and the role of local initiatives in the effective implementation of circular solutions. To summarise, coffee waste can cease to be perceived as a problem and instead become a valuable raw material within the circular economy, supporting the integration of economic, social, and environmental goals. In the long term, incorporating coffee waste into the circular systems is not limited to waste reduction, but can actively contribute to resource regeneration by preserving material value for as long as possible and creating new value through reuse.

Keywords: origin of coffee grounds, social and environmental importance of coffee, circular economy

JELClassIfication: Q2, Q50, Q55, Q56

Citation: Zielińska-Chmielewska, A., Mruk-Tomczak, D., Angelova, M., Fabisiak, N. (2026). Cultural, Social and Environmental Importance of Coffee in the Circular Economy, Coffee and Tea Marketing Journal, 3(1), 57-74.

https: // doi.org/10.69102/CTMJ.2026.030103

Paper received: 9 Februrary 2026 • Paper revised: 25 Marth 2026 • Paper accepted: 19 April 2026

MAŁGORZATA BARTOSIK-PURGAT
Poznań University of Economics and Business (Poland)
ERYK WACŁAW
Poznań University of Economics and Business (Poland)

Origin-Based Marketing Strategies
in the Coffee and Tea Market:
a Cultural and Strategic Framework

ABSTRACT
The main objective of this article is to identify the role of the country of origin in coffee and tea consumption and to propose a classification of origin-based marketing strategies. The primary research method used in this article is a narrative review of the literature on the country-of-origin effect, cultural consumption practices, and marketing strategies in the coffee and tea markets. The analysis identifies a typology of strategies based on two dimensions: functional and symbolic orientation, and origin (heritage or reinterpretation). The proposed typology encompasses four strategies for utilizing origin in companies’ marketing activities. The results of the analysis indicate that the significance of origin in the case of coffee and tea is strongly linked to the cultural context, consumption practices, and companies’ market strategies. The findings may be useful both for advancing research on the country-of-origin effect and for companies developing product positioning strategies.

Keywords :country of origin; origin-based marketing strategies; coffee and tea markets; geographical indications; cultural consumption

JELClassIfication : D12, F23, M31, L66

Citation: Bartosik-Purgat, M., Wacław, E. (2026). Origin-Based Marketing Strategies in the Coffee and Tea Market: a Cultural and Strategic Framework, Circular Economy, Coffee and Tea Marketing Journal, 3(1), 75-88.

https: // doi.org/10.30819/CTMJ.2026.030104

Paper received: 26 February 2026 • Paper revised: 10 April 2026 • Paper accepted: 4 May 2026

KAJETAN KLACZEK-SUCHECKI
University of Economics in Katowice (Poland)

NATALIA ŁUKASZCZYK
University of Economics in Katowice (Poland)

NATALIA OSMĘDA
University of Economics in Katowice (Poland)

Brewing or Boosting? Consumer
Segments, Caffeine Choices,
and Perceived Well-Being
in Generation Z

ABSTRACT
The article aims to identify consumer behaviours related to the choice of coffee and energy drinks and to examine their relationship with the perceived quality of life among representatives of Generation Z. The discussion is grounded in behavioural economics. The study focuses on the mechanisms underlying consumer decision-making and responses to caffeine-based substances. The empirical research was conducted using an online survey method, based on an original questionnaire addressed to respondents belonging to Generation Z, defined as individuals born between 1995 and 2008, as the study included only adult participants.

The data analysis involved the application of statistical methods, in particular factor analysis and cluster analysis, enabling the identification of homogeneous segments of caffeine beverage consumers. Based on the results, consumer profiles were developed, differing in terms of, among others, consumption frequency, motivations for beverage choice, perceived effects of consumption, and the declared impact on well-being and quality of life.

The findings indicate significant heterogeneity in consumer behaviour within the studied group, as well as differences in the roles attributed to coffee and energy drinks in the daily functioning of young consumers. A potential direction for future research is the use of qualitative methods to further explore the obtained results and to better understand the impact of caffeinated beverages on well-being and consumer decisions among the younger generation.

Keywords :coffee, energy drinks, Generation Z, consumer behaviour, behavioural economics

JELClassIfication : D12, D91, I12, M31

Citation: Klaczek-Suchecki, K., Łukaszczyk, N., Osmęda, N. (2026), Brewing or Boosting? Consumer Segments, Caffeine Choices and Perceived Well-Being in Generation Z, Coffee and Tea Marketing Journal, 3(1), 89-110.

https: // doi.org/10.30819/CTMJ.2026.030105

Paper received: 27 April 2026 • Paper revised: 18 May 2026 • Paper accepted: 30 may 2026

MONIKA BŘEZINOVÁ
AMBIS University (Czech Republic)

Book Review:

Brewing Sustainability in the Coffee
and Tea Industries: From Producer
to Consumer
by Alissa Bilfield.
London and New York: Routledge, 2022

JELClassIfication: Y30

Citation: Březinová, M. (2026). Book Review: Brewing Sustainability in the Coffee and Tea Industries: From Producer to Consumer by Alissa Bilfield. London and New York: Routledge, 2022. Coffee and Tea Marketing Journal, 3(1), 111-114.

https: // doi.org/10.69102/CTMJ.2026.030106

Paper received: 07 April 2026 • Paper accepted: 19 May 2026