Expanded TPB Assessment of Coffee Capsule Choice Behavior: Comparative Analysis of Swiss and Korean Consumers

Abstract

Coffee is one of the world’s most famous beverages with over 500 billion cups consumed every year. Coffee capsule in particular, in the form of a single-serve coffee container, has been rapidly gaining popularity over the last few decades. Global coffee capsule market was estimated to be US$15.23 billion in 2017 and projected to grow twice by 2025 at a CAGR (Compound Annual Growth Rate) of 8.5% (Fior Markets, 2020). This study developed an expanded TPB model to examine the importance of TPB constructs (i.e. attitude, subjective norm, and perceived behavioral control) and of product attribute/benefit constructs (i.e. product value, time pressure and price consciousness) which are coffee capsule specific. We explored two most important coffee consumer markets in Europe and Asia, (i.e. Swiss and Korean markets) which have culturally contrasting condition. Findings suggest the importance of understanding the difference in consumer perception for coffee capsule consumption which may arise from various factors. The survey employed in this study was designed in two languages and data were collected through online surveys resulting in a convenience sample of 180 valid questionnaires from each country. The results show that two TPB constructs (attitude, perceived behavioral control) and time pressure motivate Swiss consumers to purchase coffee capsules. Meanwhile, Korean consumers were found to be motivated by two TPB constructs (attitude, subjective norm) and price consciousness. For Korean consumers, moderating effects of materialism based on subjective norms and price consciousness were observed while no moderating effect was found for Swiss consumers. By having an expanded TPB model, findings shed lights on a heuristic understanding of the impact of two different types of drivers. TBP constructs are relevant to consumers’ perception of internal and external conditions, while product attribute/benefit constructs more specifically related to coffee capsule.