Exploring visitors’ knowledge and motivations regarding the third-generation coffee trend: The case of Eskisehir

In recent years, third-generation coffee, defined by its emphasis on high-quality beans, alternative brewing methods, and an artisanal experience, has emerged as a distinct trend in global coffee consumption. While existing studies have concentrated mainly on metropolitan contexts, little is known about how consumers in medium-sized cities engage with this trend. This study aims to determine the knowledge levels and motivational factors of individuals visiting third-generation coffee shops in Eskisehir, Türkiye. A phenomenological qualitative design, comprising 20 semi-structured interviews, was employed. Data were collected through face-to-face, semi-structured interviews with participants selected using purposive sampling. Interviews focused on participants’ coffee consumption habits, awareness of coffee trends and brewing methods, and motivations for choosing specific types of coffee shops. Descriptive analysis was conducted to interpret the findings. Results indicate that half of the participants had little to no awareness of the third-generation coffee trend, and only a minority possessed detailed knowledge of brewing techniques such as V60, Chemex, Moka pot, and Aeropress. Turkish coffee emerged as the most frequently consumed type, followed by espresso and filter coffee. Key motivational factors for preferring third-generation coffee shops included the diversity of brewing methods, rich flavor profiles, calm ambiance, boutique design, and opportunities for social interaction. Participants preferred third-generation coffee shops for their authenticity, variety of flavors, and atmosphere, whereas they criticized second-generation venues for standardization and commercialization. Theoretical contributions of the study include addressing knowledge gaps in consumer behavior research by focusing on a medium-sized urban setting. Practical implications highlight the importance of barista-led education, consumer workshops, and informative materials to enhance awareness of specialty coffee practices. Findings provide valuable insights for coffee businesses seeking to strengthen consumer engagement and promote authentic coffee experiences.