Social construction of coffee and its consequences for selling coffee as a beverage

Anna Hrubešová

Bakalářská práce

Abstract:

The purpose of this bachelor thesis is to demonstrate that even such daily routine as drinking coffee is a socially constructed. In the first part of the thesis, the social aspect of coffee will be outlined by defining the social construction and the theory of third place by R. Oldenburg. Furthermore, the evolution of consumption of coffee will be classified by three milestones (so-called waves). Starting with first wave characterized by small tins of instant coffee, whose main purpose was to deliver body required amount of caffeine. Now, we are part of the third wave and the coffee is perceived rather as an artisanal product than a commodity. Besides, this paper indicates the importance of coffee (the second most-traded commodity) to the world's economy. An analytical part will use a survey to determine how students develop their concept of coffee, whether a cup of coffee has for them an economic, ethical or social status dimension. Also, which factors are according to participants the most decisive when buying coffee. Finally, the results will be discussed and will be interpreted the consequence of findings for selling coffee as a beverage.

Keywords

coffee, social construction, choice experiment, third wave, theory of third place, global coffee market, certifications

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: doc. PhDr. Michal Lošťák, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management