Roles of Regulation and Lifestyle on Indonesian Coffee Consumption Behavior Across Generations

Abstract

Coffee beverage consumption has become more important in the recent years and has touched the lifestyles of the old and young people. The research of coffee consumption, especially in relation to the lifestyles of the people, therefore needs to be intensified. The purpose of this study was to compare the contribution of regulation and lifestyle in determining coffee drink consumption among old and young consumers. The theory adopted was the SOR (stimulus-organism-response) theory and the AISAS (attention-interest-search-action-share) model approach. Data were collected online in April-May 2020, and obtained 413 valid respondent data, which consist of 207 old respondents and 206 young respondents. The results showed that the lifestyle variable had positive effects on attitude and search behavior of both young and old generations. The lifestyle variable also had significant effects on coffee consumption for both generations. The regulation variable had positive effects on attitude and action of young coffee consumers, but it had no effect on attitude, search and action of old consumers. The research suggests that, to increase coffee consumption, better regulation approach should consider the age of the consumer. Especially, more attention should be paid for the regulation on coffee marketing for older generation.