Extending the theory of planned behavior in the context of gen z's specialty coffee consumption in the Philippines

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ID: 286755
2023
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Abstract
Coffee consumption all over the world has consistently been increasing on a yearly basis since 2011 (Rider, 2022) with around 2 billion cups consumed daily according to the British Coffee Association (2022). Its supply, however, depends on the production from countries located within the coffee belt including the Philippines, which contributed 12,000 metric tons of commercially-viable varieties of Arabica, Robusta, Excelsa, and Liberica in 2021 (ICO, 2022). Such production from the Philippines however, has been observed and forecasted to sustain a downward trend by the Philippine Statistics Authority (2021) due to: farmers shifting to non-coffee crops, aged trees with minimal rejuvenation, poor coffee-farming practices, more at risk farmers aged from 45-67 years old, and limited access to supplies, equipment, and funds. Integrating Statista Research Department (2021) and Euromonitor (2021)’s reports that the Philippines is also reported to increase its coffee consumption, Catacutan & Ulep (2020) forecasts a growing gap between coffee supply and consumption which results to the Philippines being a net-importer of coffee (USDA, 2011). Specialty coffee may answer most of the problems identified by the PSA (2021) as producing it from bean to serving it to the consumer in a cup strictly follows high standards set by the Specialty Coffee Association (n.d.) resulting to a premium coffee experience with Q-grade coffee quality at its best, which translates into a more sustainable income for the producers and processors such as the farmers, roasters, coffee shops and baristas. However, since the start of the Covid-19 pandemic in 2020, its consumption in the Philippines declined by 25% (Euromonitor, 2021). There is potential in the Gen Zs born in the period from 1995 to 2009 (Ha, 2020) to be at the forefront of the solution with their advantage of being exposed to modernization of technology including the internet and social media since birth. Gen Zs are forecasted to create more opportunities for local market producers and drive economic growth (Euromonitor, 2021) as they represent the largest consumer base until 2030 (Hodgson, 2018), are influential to the purchasing decision of their families and are more entrepreneurial at a very young age (Ha and Angus, 2019). Icek Ajzen’s (1991) Theory of Planned Behavior (TPB) was utilized to understand the specialty coffee consumption of Gen Zs in the Philippines. With the Gen Zs’ feature of desiring to make the world a better place by being socially responsible (Hodgon, 2018), Moral Norm – the personal feeling
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Authors Dela Peña, Jan Rafael Vincent A.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/83
Keywords Keywords not found

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