Coffeehouses as Symbolic Spaces: Materialism and Experiential Motivations in Coffeehouse Selection

The demand for coffeehouses has been growing globally; however, little is known about the psychological factors associated with individuals' coffeehouse selection. Drawing on a value-motivation-intention framework, this study examines how materialism-coffeehouse as defining success (M-CDS), as an underlying value orientation, relates to snob, bandwagon, hedonic consumption tendency (HCT), and eudaimonic orientations, and how these orientations are associated with customers' willingness to select coffeehouses. Survey data collected from Türkiye (n = 286) and Italy (n = 315) were analyzed using PLS-SEM. The findings showed that M-CDS was positively associated with all four psychological orientations, each of which was positively associated with willingness to select coffeehouses. Significant indirect effects were also observed through all four orientations, with the eudaimonic pathway showing the largest specific indirect effect. Multi-group analysis identified several between-country differences: the relationship between eudaimonic motivation and willingness was stronger among Italian participants, whereas the relationship between HCT and willingness was stronger among Turkish participants. These findings indicate that coffeehouse selection is associated not only with functional considerations but also with consumers' value orientations and social and experiential motivations. The study extends previous research by incorporating the eudaimonic pathway and examining these relationships across Turkish and Italian samples, while offering practical insights for coffeehouse managers operating across different markets.