Traditional Coffee Research Articles

Analysis of Luckin Coffees Operating, Marketing and Expansion Strategies

As the big data applications and online retail mode get increasingly involved in daily lives, differential marketing and operating strategies are continuously surfacing. With the exponential expansion, China's coffee industry is catching up to the average global consumption rate. More and more emerging companies are appearing in people's fields of vision in this cutthroat industry that is still far from being saturated. Luckin Coffee, the first Chinese coffee company, revolutionized the traditional coffee industry with its digital operations, big data planning, and fission marketing. This paper will focus on Luckin Coffee, a rising star in Chinas coffee market, by examining and analyzing the operating and marketing schemes that they implement under such big environments. By exploiting case analysis, comparative analysis, data analysis, and document analysis, the advancement of Luckins operating and marketing strategies can be concluded, consisting of disparate positioning of offline coffee shops, mass implementation of fission marketing, alleviating time duration on delivery and self-pickup services, and innovation on taste and products by big data predictions.

EFFECT OF SOLVENT AND EXTRACTION TIME VARIATION ON THE COFFEE OIL EXTRACTION RESULTS

The traditional coffee with the greatest taste is called arabica. One of the ingredients made from coffee beans and used for air freshener is coffee oil. The Soxhlet extraction method, a separation technique that is often used to separate one or more compounds from a solid or liquid by adding a solvent, is one of the processes for making coffee oil. This research has been done before, but a comparison of different types of solvents and inclusion of differences in extraction time has not been done. The purpose of this research is to understand how the difference in extraction time and the comparison of solvent types affect the yield, density, and acid number produced. Extraction of hexane and ethanol by distillation for 120 minutes is a research technique. Extraction times were 90, 120, 150 and 180 minutes. In this study, the largest extraction with ethanol solvent was produced within 120 minutes of 25.75%, while the highest percent yield of coffee oil with hexane solvent was obtained within 120 minutes of 17.3%. The maximum specific gravity for 180 minutes with ethanol solvent is 0.94 gr/ml, while for 180 minutes with hexane solvent is 0.91 g/mL. Coffee oil with hexane solvent produced an acid value between 3.2 and 7 mg KOH/g, while coffee oil with ethanol solvent produced an acid value between 4.6 and 11.2 mg KOH/g.

Extraction of Non-Volatile Chemical Compounds in High-Quality and Traditional Coffee

Coffee contains different volatile and non-volatile compounds, which are responsible for its characteristic flavor and aroma attributes. The extraction of non-volatile compounds from high-quality and traditional coffee by different methods was evaluated to determine the chemical compounds that discriminate between coffees types. Standard methods of preparing the coffee drink by consumers were evaluated. Method A corresponded to boiling water with coffee, and method B to the strained coffee method. Extraction with different solvents did not distinguish the compounds chosen as markers for coffees. In addition to being non-toxic and low-cost, water was the most suitable solvent, conforming to the principles of green chemistry while enabling direct comparison with sensory analysis. The total dissolved solids, percentage extraction, and non-volatile compounds were quantified to select the most satisfactory extraction method. The TDS value ranged from 1.7 to 3 between methods and coffee types, and the extraction percentage ranged from 25 to 45%. Significant differences in the extracts obtained using methods A and B high-quality versus traditional coffees were detected using the Student’s t-test. Although method A extracted the chemical compounds in more substantial amounts, method B was also efficient in extracting the compounds and was easily executed given its similarity to the usual way of preparing coffee beverages used by consumers. The evaluated non-volatile compounds were identified in both high-quality and traditional coffee samples. In the chosen extraction method (method B), the average concentrations in mg 100 g-1 of the sample found for the compounds were: 5-hydroxymethylfurfural (11±0.5), 3,4-hydroxybenzoic acid (62±4), catechin (58±5), 4-hydroxybenzoic acid (58±2), caffeine (1152±44), chlorogenic acid (598±23), caffeic acid (0.7±0.1), and gallic acid (3±0.2).

Revenue in Service Quality Perspective at A Traditional Coffee Shop in Balongpanggang Village

ABSTRACT
 This study aims to analyze the income description of traditional coffee shops in Balongpanggang Village through 5 dimensions of service quality dslsm facing cafes in Balongpanggang sub-district. By collecting data from 5 informants and 1 key informant as the opening of the research to find accurate results. The presentation of the data is done using data analysis, namely data reduction, data display and conclusions. The results of this study found that the income earned by paying attention to the tangible dimension was caused by the cleanliness and tidiness of the coffee shop. Earnings income by taking into account the dimension of reliability is caused by the application of careful and fast services. Earnings revenue by paying attention to the dimension of responsiveness caused by customer requests and notifications. Earnings income by paying attention to the assurance dimension is caused by inspection of goods, price stability, honesty, courtesy and patience. Earning income by paying attention to the empathy dimension is caused by greeting, joking, tolerance and incentives.

New coffee varieties as a climate adaptation strategy: Empirical evidence from Costa Rica

Adapting to climate change in vulnerable coffee regions is crucial to maintain rural livelihoods. Among the solutions, coffee breeding strategies aim to produce coffee varieties with higher output performance than traditional varieties while reducing competition for land. This paper investigates the output performance of hybrid coffee (e.g., Starmaya and Centroamericano – H1), introgressed (e.g., Marsellesa and obatá) and traditional coffee (e.g., Caturra and Villa Sarchi) varieties. By using plot-level panel data among commercial farms in Costa Rica, we estimate the output performance of the three coffee varieties using pooled ordinary least squares and random effects models. We find that hybrid coffee varieties give 29–61% higher output than traditional coffee varieties. The results remain robust even after controlling for factor and climate inputs. Notwithstanding the larger productivity, hybrid coffee varieties demand more labor and inorganic fertilizers. While pesticide use may be reduced by hybrid's pest resistance, agroecological approaches for nutrient management are still needed to improve livelihoods and environmental outcomes. Headed towards longer-term studies, our paper presents the first evidence on the output performance of hybrid coffee varieties outside on-farm trials or experimental plots. These results suggest the potential of hybrid coffee varieties in promoting sustainable agriculture by improving the livelihood of coffee farmers, enhancing their adaptation against climate change and decreasing competition for land.

Consumer acceptability and fragrance quality differentiate on of Mogiana coffee types using the Check-All-That-Apply (CATA) method.

Coffee, one of the most produced and consumed beverage in the world, has a range of variability in its quality. The aim of this work was to evaluate the consumer capacity to perceive the coffee quality through their fragrance and to verify the influence of previous information about quality on this perception using hedonic scale and Check All That Apply (CATA) sensory tests. The sensory tests were performed in two stages, one without and the other with quality related information of Mogiana coffee samples (Rio, Hard and Soft), and a traditional coffee sample. CATA attributes frequency of occurrence shows that samples discrimination could be done with specific attributes. For Soft coffee the attributes with more occurrence were sweet, caramel, brown sugar, and smooth. The Hard coffee sample was described by the attributes peanut, buttery, and chocolate. While for Rio coffee, the descriptive attributes most often mentioned were strong and burnt. The traditional sample stood out among consumers for its characteristics of old, medicine, sour, burnt, unpleasant and spicy. Therefore, the use of coffee powder fragrance can be alternative to differentiate the quality of the product and its function can be enhanced by passing on information on quality attributes to consumers.

Mudanças Climáticas e a Mancha Foliar de Phoma spp. no Café Arábica: Uma Abordagem de Modelação CMIP6

Abstract Coffee is currently one of the main commodities traded in the world. Brazil is the largest producer and exporter of the grain. Fungal diseases are very common in coffee crops and control represents a large part of coffee production costs. The climate is an essential factor in the development of a disease such as phoma leaf spot. This disease is favored by high atmospheric humidity and mild temperatures. In this context, this study aimed to carry out the climatic favorability zoning for one of the main coffee diseases (Phoma ssp.) of the coffee-growing region in Brazil. The study was conducted in the main traditional coffee growing regions, i.e., the states of Paraná (PR), São Paulo (SP), Rio de Janeiro (RJ), Espírito Santo (ES), Minas Gerais (MG), Goiás (GO), and Bahia (BA), totaling 2730 municipalities. Air temperature and daily precipitation data for the current scenario were collected from the WorldClim version 2.1 platform for the latest climatological normal in GeoTIFF format. Future climate variables were obtained by the WorldClim 2.1 platform for the IPSL-CM6A-LR global climate model for the periods 2021-2040, 2041-2060, 2061-2080, and 2081-2100 and the scenarios SSP-1 2.6, SSP-2 4.5, SSP-3 7.0, and SSP-5 8.5, respectively. Thus, zoning was carried out using software of geographic information systems (QGIS), automated with the Python language. Also, graphs were prepared to better represent the results. About 54.77% of the coffee-producing region presented relatively favorable conditions for the development of Phoma leaf spot, 30.55% favorable, 3.20% highly, and 11.48% showed no climate conditions for the occurrence of the disease. The climate conditions from October to March favored the occurrence of phoma leaf spot. The Phoma spp. Leaf spot will probably reduce its occurrence in all future scenarios due to the loss of favorable climate conditions. During the period 2081-2100, 85.03% of the entire region would be unfavorable to the development of homas pp. For the most pessimistic scenario (SSP-5 8.5). Climate changes will provide unsuitable conditions for the development of Phoma spp.

Phenolic Profiles, Tyrosinase Inhibitory, and Antioxidant Effects of Green Coffee, and Turkish Traditional Coffee

Coffee has been drunk for millennia due to its taste and health benefits. High levels of polyphenols, and especially flavonoids and phenolic acids, are found in coffee and contribute significantly to its flavor and health-giving properties. In this study the total phenolic contents, antioxidant, and tyrosinase inhibition of green coffee, and Turkish traditional coffee extracts were evaluated. Antioxidant activities of the coffees were examined by two different methods, radical 2,2-diphenyl-1-picrylhydrazyl (DPPH), and ferric reducing antioxidant power (FRAP). Total phenolic contents were estimated by using Folin-Ciocalteu reagent as the gallic acid equivalent. The phenolic profiles were investigated by means of reverse phase-high performance liquid chromatography (RP-HPLC). At the same time, tyrosinase enzyme inhibition of extracts has also been worked. The extracts exhibited high levels of antioxidant activities associated with significant antioxidant compound contents. It was determined that the samples contain chlorogenic acid and benzoic acid in the RP-HPLC analysis. It was determined that green coffee extract exhibited tyrosinase enzyme inhibition as effective as kojic acid. The results show that green coffee especially from coffees can be regarded as a potential source of antioxidant compounds and tyrosinase inhibitors of significance in both the pharmaceutical and food industries.

Understanding the Effects of Self-Induced Anaerobic Fermentation on Coffee Beans Quality: Microbiological, Metabolic, and Sensory Studies.

In this study, an investigation of the microbial community structure and chemical changes in different layers of a static coffee beans fermentation tank (named self-induced anaerobic fermentation-SIAF) was conducted at different times (24, 48, and 72 h). The microbial taxonomic composition comprised a high prevalence of Enterobacteriaceae and Nectriaceae and low prevalence of lactic acid bacteria and yeast, which greatly differs from the traditional process performed in open tanks. No major variation in bacterial and fungal diversity was observed between the bottom, middle, and top layers of the fermentation tank. On the other hand, the metabolism of these microorganisms varied significantly, showing a higher consumption of pulp sugar and production of metabolites in the bottom and middle layers compared to the top part of the fermentation tank. Extended processes (48 and 72 h) allowed a higher production of key-metabolites during fermentation (e.g., 3-octanol, ethyl acetate, and amyl acetate), accumulation in roasted coffee beans (acetic acid, pyrazine, methyl, 2-propanone, 1-hydroxy), and diversification of sensory profiles of coffee beverages compared to 24 h of fermentation process. In summary, this study demonstrated that SIAF harbored radically different dominant microbial groups compared to traditional coffee processing, and diversification of fermentation time could be an important tool to provide coffee beverages with novel and desirable flavor profiles.

Research on the Business Model of Luckin Coffee Under the Background of New Retail

The term “new retail” first appeared in 2016, when Ma Yun, the co-founder and former executive chairman of Alibaba Group, put forward the concept in his speech. Since then, “new retail” has become a hot word and means that traditional e-commerce has begun to change into new retail. The new retail concept and development mode has brought a great impact on the development of the traditional retail industry, and also opened up a new way for its development. Since its birth, the implementation of the concept has brought the most direct impression to the public that a variety of unmanned retail experience stores have sprung up on a large scale nationwide. The experience stores take mobile payment and face recognition as the development basis, and show the concept in front of the public more intuitively, so that people can understand the concept of online payment and offline experience better, helping new retail win a lot of markets. This article will focus on the exploration of Luckin Coffee as a new retail coffee in terms of business model. Compared with the traditional coffee mode, the new retail coffee breaks the shackles of the physical space of the traditional coffee shop with the help of the Internet and meets the coffee consumption needs of users in multiple scenarios. At the same time, Luckin Coffee can accurately portray users and carry out targeted marketing through the data about consumption frequency and period of ordering coffee and light food category retained by users in the mobile app. Operation management, intelligent replenishment and scheduling and membership system establishment will be determined by the big data system of Luckin Coffee. The thesis makes an introduction of the realization means and profit analysis of Luckin Coffee’s new retail mode and briefly summarizes the reference significance of Luckin Coffee for other new retail industries.

Social Spaces and Agenda: A Review of Traditional and New Generation Coffeehouses

Spaces that have the identity of public spaces function as mechanisms of meaning production. Under the study, the differences between spaces for producing meaning and the role of the media in the production of meaning to the extent of the relationships of space users with media are examined through the example of traditional coffee shops and Starbucks as an example of modern coffee shops in Turkey. The main purpose of this study is to determine the distinctive structure of the two public spaces, the demographic characteristics of the people who prefer these two spaces, and the differences in their relations with the media. In this context, the study was carried out on the coffeehouses and new generation of coffee shops in Kayseri Province in order to understand the two different public spaces, and the relations of the people in this area with the media and the extent to which the media determines the agenda of the people belonging to two
 different places and the basic differences.
 Traditional coffeehouses, which emerged as events that have changed or resisted to a certain extent modern life in the triangle of space, human and communication technologies, and Starbucks-style shops, which are among the meeting spaces of modern life, constitute the examination step of this research in terms of understanding and interpreting the social environments. The other dimensions of the study consist of the people who spend time in two different places and the messages they receive from their communication tools and of examining their differences occurred in terms of effects. In this context, the method of observation and semi- structured interview technique was used in the study carried out to understand the communication technologies and media relations of the people who spend their time in the relatively traditional neighborhood coffeehouses and Starbucks, which represent the modernity and is located in the
 more active points of the city. The results of the research show that both public spaces have an effective position as a tool to determine public agenda as media differentiates according to the space in the using form of social media and traditional media, while the demographic characteristics of the people have decisive features to choose coffeehouses and new generation of coffee shops.

MELAWAN KETERGANTUNGAN PASAR LEWAT OTENTISITAS KOPI JARINGAN WARKOP NUSANTARA (JWN)

The culture of drinking coffee is not only a consumption activity, but also a reflection of prestige, celebration of consumerism, and ideology. The large consumption of coffee has increased the market share of selling coffee beans or finished products. Coffee is becoming increasingly popular and tends to have price classes and packaging. So far, there is no alternative for someone to brew pure coffee from processed beans directly. This research focuses on the Jaringan Warkop Nusantara (JWN) which initiates the establishment of a supply network starting from coffee beans produced by farmers and sharing free barista training. Other studies refer to the aesthetics of interior design and the concept of traditional coffee culture. So, the research takes the specifications of the JWN organizational group and their working mechanism in concocting quality selected coffee, as well as how to form an educational network for warkop traders so that they can also popularize coffee from pure beans. This research method uses a qualitative approach. The findings of this study indicate that there is an upapa JWN in de-industrialization through coffee consumption activities from warkop. JWN even uses the warkop network as a means of supplying rural coffee farmers who often get less than the maximum selling price.Keywords: Coffee, Jaringan Warkop Nusantara, Dependence, Market, Authenticity

Physicochemical Analysis of Cold Brew and Hot Brew Peaberry Coffee

Peaberry coffee is the result of a natural mutation of coffee beans, and they make up only about 5–7% of coffee crops. A typical coffee cherry contains two seeds that are developed against each other, resulting in the distinctive half-rounded shape of coffee beans. However, failing to fertilize both ovules of one of the seeds or failure in endosperm development can cause only one of the seeds to develop, resulting in smaller, denser beans with a more domed shape. Peaberry coffees are said to be sweeter, lighter, and more flavorful since the peaberry beans receive all nutrients from the coffee cherry. Due to its exclusive nature, the chemical characteristic of peaberry coffee is not well understood. This study explores the acidities and antioxidant activity of peaberry coffee sourced from multiple regions. Total antioxidant capacity, total caffeoylquinic acid (CQA), total caffeine concentration, and pH levels were evaluated for peaberry coffee extracts prepared by cold and hot brewing methods. Little correlation between antioxidant activity and the concentrations of caffeine and CQA in peaberry beans was shown. Six methods were performed for the characterization of total antioxidant capacity including cyclic voltammetry, ABTS assay, and FRAP assay. Peaberry bean extract demonstrated higher average total caffeine concentrations compared to traditional coffee bean extracts.

Lab-made 3D printed electrochemical sensors coupled with chemometrics for Brazilian coffee authentication

Analytical assurance of coffees’ geographical indication (GI) authenticity is essential for producers and consumers. In this way, chemometric methods, electrochemical techniques, and 3D printed sensors become attractive to assure the coffee’s quality. These sensors are low-cost, fast, and simple, with the possibility of miniaturization and portability. Therefore, 3D printed electrodes with chemometrics were used to classify-three Brazilian coffees from regions with GI. Further, Au/Gpt-PLA electrodes with partial least squares regression were used to detect the blending of GI coffee with traditional coffee. Soft independent modelling of class analogies coupled with cyclic voltammetry had the best performance, with 91–95% accuracy, specificity of 94–100%, and 80–83% sensitivity. Furthermore, the calibration models detected and quantified traditional coffee in all three coffees from regions with GI. The detection limits ranged from 1.4 to 10% (w/w), and quantification 4.6–32%, depending on the specific coffee.

Fungal diversity in shade-coffee plantations in Soconusco, Mexico.

BackgroundAs forested natural habitats disappear in the world, traditional, shade-coffee plantations offer an opportunity to conserve biodiversity and ecosystem services. Traditional coffee plantations maintain a diversity of tree species that provide shade for coffee bushes and, at the same time, are important repositories for plants and animals that inhabited the original cloud forest. However, there is still little information about shade-coffee plantation’s fungal diversity despite their relevance for ecosystem functioning as decomposers, symbionts and pathogens. Specifically, it is unknown if and what mycorrhizae-forming fungi can be found on the branches and trunks of coffee bushes and trees, which hold a diversity of epiphytes. Here, we evaluate fungal communities on specific plant microsites on both coffee bushes and shade trees. We investigate the ecological roles played by this diversity, with a special focus on mycorrhizae-forming fungi that may enable the establishment and development of epiphytic plants.MethodsWe collected 48 bark samples from coffee bushes and shade trees (coffee; tree), from four plant microsites (upper and lower trunks, branches and twigs), in two shade-coffee plantations in the Soconusco region in southern Mexico, at different altitudes. We obtained ITS amplicon sequences that served to estimate alpha and beta diversity, to assign taxonomy and to infer the potential ecological role played by the detected taxa.ResultsThe bark of shade trees and coffee bushes supported high fungal diversity (3,783 amplicon sequence variants). There were no strong associations between community species richness and collection site, plant type or microsite. However, we detected differences in beta diversity between collection sites. All trophic modes defined by FUNGuild database were represented in both plant types. However, when looking into guilds that involve mycorrhizae formation, the CLAM test suggests that coffee bushes are more likely to host taxa that may function as mycorrhizae.DiscussionWe detected high fungal diversity in shade-coffee plantations in Soconusco, Chiapas, possibly remnants of the original cloud forest ecosystem. Several mycorrhiza forming fungi guilds occur on the bark of coffee bushes and shade trees in this agroecosystem, with the potential of supporting epiphyte establishment and development. Thus, traditional coffee cultivation could be part of an integrated strategy for restoration and conservation of epiphytic populations. This is particularly relevant for conservation of threatened species of Orchidaceae that are highly dependent on mycorrhizae formation.

Pemberdayaan Home Industry Melalui Strategi Pengemasan dan Pemasaran Kopi Tradisional di Sukoharjo Pacitan

The traditional coffee industry is one of the housing businesses engaged in beverage products, this business includes potential assets owned by Ngerjoso hamlet, Sukoharjo Pacitan village. This business was founded in 1991 where the initial goal was to meet the level of public consumptive use of coffee as a beverage ingredient. This business is well known by the public, and in terms of its development potential, it is also quite promising, especially during the COVID-19 pandemic as it is currently seen from the characteristics of the coffee being traded which is able to increase consumer buying interest in a sustainable manner. However, apart from the aspect of potential development, there are several weaknesses due to the lack of proper management of the product branding that is managed. Departing from the potential for business development and product branding management that can be maximized, the researchers decided to carry out service activities by helping to maximize the branding of this traditional coffee business which includes the idea of making product labels, packaging that is more unique and attractive, as well as offline and online marketing. The method used in this service activity uses the ABCD method, namely by extracting assets, developing business potential, and evaluating the success of the activity program. The results of this activity show that the managed business is increasing both in terms of marketing and customer satisfaction with the managed products.

Application of multispectral imaging combined with machine learning models to discriminate special and traditional green coffee

Non-destructive techniques aided by machine learning models are widely implemented in food analysis. To discriminate between ‘special’ and ‘traditional’ classes of green coffee beans, an advanced multispectral imaging technique based on reflectance and autofluorescence data was employed in combination with four machine learning algorithms (SVM, RF, XGBoost, and CatBoost). Of the four algorithms, SVM showed superior accuracy (0.96) for the test dataset. Analysis using PCA and SVM algorithms showed that autofluorescence data from excitation/emission combination of 405/500 nm contributed most to the discrimination of special green coffee from the traditional class. Fluorophores that can be linked to green fluorescence, namely catechin, caffeine and 4-hydroxybenzoic, synapic and chlorogenic acids, were found to have a considerable influence on the differentiation of specialty and traditional coffees. Analysis based on multispectral autofluorescence imaging combined with SVM models was proven to be a valuable tool for future applications in the food industry for the non-destructive and real-time classification of special and traditional green coffee.

Ultrafast cold-brewing of coffee by picosecond-pulsed laser extraction

Coffee is typically brewed by extracting roasted and milled beans with hot water, but alternative methods such as cold brewing became increasingly popular over the past years. Cold-brewed coffee is attributed to health benefits, fewer acids, and bitter substances. But the preparation of cold brew typically needs several hours or even days. To create a cold-brew coffee within a few minutes, we present an approach in which an ultrashort-pulsed laser system is applied at the brewing entity without heating the powder suspension in water, efficiently extracting caffeine and aromatic substances from the powder. Already 3 min irradiation at room temperature leads to a caffeine concentration of 25 mg caffeine per 100 ml, comparable to the concentrations achieved by traditional hot brewing methods but comes without heating the suspension. Furthermore, the liquid phase’s alkaloid content, analyzed by reversed-phase liquid chromatography coupled to high-resolution mass spectrometry, is dominated by caffeine and trigonelline and is comparable to traditional cold-brewed coffee rather than hot-brewed coffee. Furthermore, analyzing the head-space of the prepared coffee variants, using in-tube extraction dynamic head-space followed by gas chromatography coupled to mass spectrometry, gives evidence that the lack of heating leads to the preservation of more (semi-)volatile substances like pyridine, which provide cold-brew coffee its unique taste. This pioneering study may give the impetus to investigate further the possibility of cold-brewing coffee, accelerated by more than one order of magnitude, using ultrafast laser systems.

Specialty coffee consumption intervention illustrates the utility of behavior feedback messages

Despite having similar amounts of caffeine, “specialty” coffee drinks (SCDs; e.g., lattes and frappes) contain nearly 10 times as many calories and cost nearly double the price compared to more traditional coffee drinks (e.g., brewed and iced coffee). The current study examined the efficacy of generic and personalized behavior feedback messages to reduce participants' intention to consume SCDs, as well as the moderating effects of Need for Cognition (NC; i.e., one's willingness and tendency to engage in critical thinking; Cacioppo & Petty, 1989) on this intervention. Furthermore, participants' immediacy of likelihood-to-reduce their SCD consumption was also analyzed. Participants completed an online survey that included one of four behavior feedback messages (personalized feedback, generic feedback with a memory prompt, generic feedback without a memory prompt, and no message), pre- and post-intervention measures of SCD consumption and likelihood to reduce their consumption, and the NC Scale (Cacioppo, Petty, & Fao, 1984). Although each of the three behavior feedback messages were successful at reducing SCD consumption intention compared to the no message control, no moderating effect of NC was established. Furthermore, NC predicted both post-intervention specialty coffee consumption intention and likelihood of reducing consumption “in the next few days,” but in a surprising manner. Although further investigation into the application of behavior feedback and the moderating effects of NC are necessary, these data suggest that behavior feedback, whether generic or personalized, may be a useful dietary intervention for high-cost, high-calorie coffee consumption.

The Urban Middle-Class Consumer Identity in Malaysia’s Sociopolitical Coffee House Culture

ABSTRACT In the early 2010s, new independently owned artisanal cafés serving coffee along with Western-style meals and desserts emerged in Malaysia. These cafés flourished despite the presence of the nation’s traditional coffee shops (kopitiam) and international coffee chains like Starbucks Coffee. This paper aims to explicate the processes of identity- and place-making through consumption in traditional kopitiams in relation to modern café spaces by considering how varied consumption suggests an intrinsically sociopolitically charged habit of Malaysians. Extending Richard Peterson’s theory of cultural omnivorousness, this paper is framed by the fluidity in class identity formation of urban consumers, and argues that consumers are agents of change which is primarily self-fashioning. While Malaysian coffee house-goers appear to be culturally omnivorous, there is a deep sense of contention in preserving the kopitiam space as a non-halal eatery. This ethnographic study contributes to a deeper understanding of how Malaysia’s racialised politics has shaped the eating habits of its multiracial society.