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Abstract

This project explored how an individual’s choice of coffee shop has an influence upon constructions of self and identity. The aim of this was to explore individuals’ motivations within consumption choices, whether choice of coffee shop is classed and investigate how this choice of coffee shop has an influence upon identity. This was achieved using a qualitative method of eight semi-structured interviews with young adults aged between 18-30, either in person or via Zoom. These individuals were selected because they already had some perceived knowledge about coffee/coffee shops or who frequented coffee shops often. In order to analyse this data a method of reflexive thematic was used which enabled two main themes to be constructed; taste and a proposed hierarchy of coffee shop. Within the hierarchy of coffee shops, three sub-themes were observed; independent, Starbucks (e.g. branded coffee shops) and cheaper chains. Each theme was discussed and then analysed further in a wider socio-cultural context. Overall, individuals’ choice of coffee shop influenced their identity in multiple ways. The main way was through the differentiation between taste, and how middle and working class individuals perceived this. In addition, different classes placed value on various aspects that their preferred coffee shop must have (e.g. aesthetics, moral values and price). Lastly, there was also a further emphasis upon branding and how the brand of coffee an individual consumes demonstrates identity.

Course: Sociology - BSc (Hons) - C0315

Date Deposited: 2024-01-25

URI/permalink: https://library.port.ac.uk/dissert/dis14321.html