Another Cup of Coffee? A study of the underlying meanings and practices of everyday coffee consumption

Abstract: The purpose of this paper was to uncover the underlying meanings of coffee consumption and the roles these meanings play in people’s everyday lives, thus contributing to the literature of consumer behaviour. A qualitative study method has been carried out, using an hermeneutic approach in order to uncover the study subjects’ perceptions of reality. Through an abductive approach experts within the field of coffee and Practice Theory have been interviewed in the preface, while the main empirical study focused on in-depth and focus group interviews with consumers as well as observations. Through the use of Practice Theory both the individual aspects of BDT and the social aspects of CCT were addressed, thus developing the consumer behaviour literature by providing a more holistic view of everyday consumption. Six meanings of coffee consumption were uncovered and discussed with the usage of Practice Theory. They were then further categorised into two grand themes, rhythm and symbolism, which represent coffee consumption in society. Therefore, this paper contributes to a broader and deeper understanding of a low-involving, habitual everyday consumption product. Additionally, it highlights the strong societal and traditional origins coffee consumption has in Swedish society as well as its functional and structuring aspects.