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

• Main Author: Dela Peña, Jan Rafael Vincent A.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Coffee drinks—Philippines; Consumer behavior—Philippines; Coffee industry—Philippines; Generation Z—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/83; https://animorepository.dlsu.edu.ph/context/etdm_market/article/1088/viewcontent/Extending_the_theory2_of_planned_behavior_in_the_context_of_gen_z_Redacted.pdf
• Institution: De La Salle University

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...