The coffee plant (lat. Coffea) is a genus of evergreen shrubs or low trees and includes about 40 species that grow in pleotropic areas, mostly in Africa [12]. The global coffee market reached a value of USD 12.1 billion in 2020. Europe is followed by the Asia-Pacific region, North America, Latin America, the Middle East and Africa. In 2020, people drank an average of 0.1 cups of instant coffee per capita per day in the United States [8]. Europe is the largest consumer of instant coffee in the world with a market share of 37%, followed by China (12%) and the United States (11%). As of July 2020, instant coffee deliveries accounted for 9.1% of all coffee delivered worldwide—an increase of 1% compared to 2019 (ICO’s Statistics). In 2020, an estimated 5.22 million people in the United Kingdom used instant coffee four times a day or more, [13]. However, in 2020, there is a significant increase in the consumption of instant coffee in capsules because of the circumstances of the pandemic, which due to the changed requirements of tourists, has become an indispensable service in rooms and apartments of accommodation units of higher categories [14,15].

The habit of drinking coffee and its effect on health is a current topic, especially when it comes to soluble/instant coffees and their added values. Consuming coffee every day can be a way to a more sustainable and healthier lifestyle [16,17]. Coffee, in its different types and products, has been on the market for centuries [18]. Smell, taste and the social aspects of coffee consumption are some of the habits that create positive effects on many aspects of a person’s health [19]. Many studies talk about how coffee consumption triggers positive emotions such as pleasure, kindness, calmness and happiness [20]. Furthermore, some research confirms that there is no link between controlled coffee consumption and negative emotions [21]. A study conducted at Harvard using a sample of 50,000 women found that the risk of depression decreases as caffeinated coffee consumption increases [22]. Coffee beans contain antioxidants, which are important in health protection [23]. In addition, chlorogenic acid, which is a polyphenol abundant in coffee, reduces inflammatory processes or obesity [24,25]. Scientists claim that consuming one cup of coffee a day reduces the risk of type 2 diabetes [26,27]. Coffee provides a boost for athletes and has proven to be a stimulant in training, and is also as a stimulant in the development of science and improving human brain function [28]. There is a growing use of functional coffee, or coffee with added values such as minerals and vitamins that contribute to a healthier lifestyle [29,30]. Furthermore, much research highlights the use of organic coffee in biodegradable packaging that contributes to sustainable development [31]. A controlled daily intake of coffee can be a healthy way of life that does not have to be eliminated for various reasons throughout life. [32]. An ingredient in coffee, methylxanthine has long been used by humans in their diet [33].

Various research has been carried out on the topic of the requirements of current modern consumers [34,35]. Mărcuţă et al. [36] pointed out that current consumers are looking for unique, sensory experiences that, according to them, can only be found in original, simple, traditional products. They point out that sensory preferences are the main motive for choosing the type of product. Suki [37] argued that intention plays a key role in influencing actual behavior, as well as in establishing a strong and close connection with actual behavior. Gajić et al. [38,39,40] found that there are eight factors that influence consumer choice: perceived financial risk, perceived risk of use, perceived psychological risk, perceived social risk, perception of weather risk, perception of convenience, perception of social benefit and perception of economic benefit. According to Ajzen and Fishbein [41] the best tool for predicting behavior is the intention that influences the behavior to be performed. Using preference mapping, Geel et al. [42] claimed in their study of a total sample of 199 respondents in South Africa, that four groups of coffee consumers were identified, “pure coffee lovers” (23%), “those who drink coffee blends” (30%), “general coffee users” (37%) and “non-serious coffee users” (10%). Huang and Dang [43] in their work, An Empirical Analysis on Purchase Intention on Coffee Beverage in Taiwan, came up with results that show that brand and price, product image, promotion and advertising, motivation, atmosphere and environment and taste are critical factors which affect the intention of coffee buyers. However, promotion and advertising play a major role in attracting customers [44]. Gonibala and Tumewu [45] claimed that taste, price, service and food quality are no longer the main concern for customers. The company should implement the right strategy, new concepts and creative ideas to make consumers feel comfortable. They conducted the survey on a sample of 60 respondents living in the city of Manado. In a total sample of 1368 respondents in Brazil, Sousa et al. [46] found that attitude, habits and sensory preferences affect the choice of coffee type. Ágoston et al. [47] identified six motivating factors: alertness, habit, mood, social, taste and symptom management.

Modeling liking as a function of both perceived intensity and physical concentration provides a richer interpretation of consumer data [48]. Chin et al. [49] conducted a survey on predictors influencing Starbucks coffee selection on a total sample of 224 students at Taiwan colleges. Reasonable price and brand image were the main factors for buying coffee at Starbucks. Barahona et al. [50] found in their research that factory sensory attributes have a greater impact on purchase intentions than tasting attributes. Anssi and Sanna [51] claimed that the subjective norms of buying organic food influenced the intention to buy indirectly through the formation of attitudes. In addition, the results showed that the modified TPB model predicts intention to buy organic food better than the original model. A consumer-based perceptual/evaluation construct that is relative to a person, place and time and that is subject to the same influences of context and expectation as other phenomena of perception/evaluation is a measure of food quality [52]. Wandebori and Wijaya [53] applied a quantitative method to a total sample of 384 respondents in a Korean cafe. Multi-linear regression was applied to obtain the influence of service quality, food quality and atmosphere dimensions on the purchase intention. They concluded that atmosphere and food quality have a positive influence on purchase intention, while there was none such relationship between assurance dimension and purchase intention. Fandos and Flavian [54] examined the relationship between internal and external attributes of quality, loyalty and purchase intent and found that increasing the perceived quality of external attributes increased the number of repeated purchases. In three large well-known multinational fast-food stores in Faisalabad and Lahore in Pakistan, a total of 276 respondents gave answers as to the motives of their purchases. They confirmed the overall impact of service quality on the intention to purchase. Maciejewski and Mokrysz [55] found that the main trends that determine consumer behavior are naturalness and sustainability, health and nutrition, multisensory experience, convenience, digitization and individualization. Coffee sellers will also want to influence the choices and preferences of coffee consumers by supporting and developing such trends [56,57,58]. Sammogia et al. [59] gave results that showed consumers have pronounced emotions when consuming coffee. Socio-economic characteristics have a limited effect on perceived emotions and consumption motives. Spence et al. [60] investigated the impact of a multisensory atmosphere on the drinking experience, and found that the visual, auditory, olfactory and tactile aspects of the environment influenced the experience of tasting and drinking coffee. On a total sample of 358 adult respondents, Steptoe et al. [61] found that there are nine factors or motivators in food selection: health, mood, comfort, sensory attraction, natural content, price, weight control, closeness and ethical concern. In their research Chen et al. [62] indicated the results that attitude, subjective norms and perceived control of consumer behavior have a significant positive effect on the intention to buy. In addition, utilitarian and hedonic values have a significant positive impact on purchase intent; both utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived control of behavior and intention to buy. Kim et al. [63] examined TPB’s power to predict consumer intentions to choose organic restaurant products. The results suggest that decision-making models, such as TPB, include expected emotions. Yazdanpanah and Forouzani [64] used the theory of planned behavior (TPB) to examine the relationship between attitude and action. The results showed that attitude is the main predictor of intention to buy organic food, which may also indicate predictors about consumer choices and habits regarding coffee consumption. Further indicating the importance of behavioral theories, many significant studies indicate that consumer behavior in the tourism and catering market are primarily influenced by demographic factors [65,66].