The Rise of Coffee Culture: Exploring Consumer Purchase Intention Through the Theory of Planned Behavior

This study investigates the determinants of coffee purchase intention among working adults by applying and extending the Theory of Planned Behavior (TPB). Although TPB has been widely used to explain behavioural intention, its application in routine consumption settings such as coffee purchasing remains relatively underexplored, particularly regarding the role of personal characteristics. To address this gap, this study integrates personal factors (age, lifestyle, and economic status) into the TPB framework alongside attitude, subjective norms, and perceived behavioral control to provide a more comprehensive explanation of coffee purchase intention. A quantitative, cross-sectional design was adopted. Data were collected from 221 coffee consumers aged 18 years and above using a structured online questionnaire. Measurement items were adapted from established scales, and the data were analysed using SPSS through descriptive statistics, reliability analysis, Pearson correlation, and multiple regression techniques. The findings reveal that attitude, subjective norms, perceived behavioral control, and personal factors all significantly influence coffee purchase intention. The results indicate that coffee purchasing decisions are shaped not only by psychological and social determinants but also by consumers’ lifestyle orientations and economic capacity. Theoretically, this study extends TPB by empirically validating the relevance of personal factors in explaining purchase intention within a contemporary consumption context. Practically, the findings offer meaningful insights for coffee businesses seeking to design marketing strategies aligned with consumers’ behavioural drivers and lifestyle preferences.

Theory of Planned Behavior, coffee purchase intention

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