Coffee culture: Will Nigerians drink coffee like others?

Abstract

Purpose The purpose of this paper is to examine the coffee culture of citizens of Southern Nigeria. Specifically, different scales were developed to measure coffee culture among the citizens which cover health, socialisation, elitism, culture and commercialisation factors. Design/methodology/approach A quantitative approach was adopted for the study, and factor analysis was used to analyse the data collected through an online survey. As a result, EFA and CFA showed the test of sphericity and the different fit indexes. Findings The findings revealed the experiences of consumers and their disposition to coffee consumption to establish coffee culture among the citizens. Largely, the findings revealed that coffee culture is still very low among the citizens and the summation that coffee culture is still in infancy. Originality/value Given the importance of coffee culture in the larger world, and acceptance of coffee as a global social drink, the design of a scale that focussed on socialisation, health, elitism, culture and commercialisation factors help to robustly investigate the state of coffee culture among the citizens.