Kahvenin ve Kahve Dükkânlarının Değişen Tüketim Algısı: Üçüncü Dalga Kahve Tüketicileri Üzerine Fenomenolojik Bir Araştırma (The Changing Consumption Values of Coffee and Coffee Shops: A Phenomological Research on Third Wave Coffee Consumers)

Abstract

Until today coffee and coffee shops have been the subject of scientific studies in many different fields. Third wave coffee and coffee shops, which have become widespread in recent years, have also been one of the topics that have been frequently discussed recently by different fields of social sciences. This study aims to approach the subject in terms of consumption and to reveal the consumption values of consumers towards third wave coffee and coffee shops. For this purpose, semi-structured interviews were conducted with 14 consumers who prefer third wave coffee and coffee shops with a phenomenological approach. The interviews were examined together with the literature and the consumption values that consumers attribute to third wave coffee and coffee shops were classified under three main themes as functional, experiential and symbolic values. The findings show that in the preference of third wave coffee and coffee shops, consumption values such as high quality, artisanal production, taste, atmosphere, third place, extended self and seeking to be different come to the fore. The study contributes to the literature in terms of presenting a model within the framework of consumption value literature.