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Research objectives, questions, and purpose 1.2.1 Research objectives The thesis aims at identifying and measuring the level of impact of a number of factors affecting consumption inte

CHAPTER 1: RESEARCH OVERVIEW

1.1 Urgency of the thesis topic

Coffee tree plays an important role in the local economy in general and

in the agricultural sector in general Moreover, it is meaningful in terms

of both social and political aspects Vietnamese coffee has high has high

yield and a delicious natural flavor thanks to favorable and and weather

conditions Coffee trees are planted on the highland and, high

mountainous areas Even though Vietnam ranks high in the list of coffee

exporters in terms of yield and export revenue, the product value and

export value are low due to the low processing content Globally

speaking, the reputation of Vietnamese coffee is still weak It is

necessary to develop the local coffee market, reduce the dependence on

importers, and build trademarks for Vietnamese instant coffee

According to the Vietnam Coffee - Cocoa Association (Vicofa), retail

sales of coffee and instant coffee in the local market have achieved

continuous growth for many years with rosy growth forecast ( ground

coffee and instant coffee account for 2/3 and 1/3 of market shares,

respectively) In 2016, retail sales of Vietnamese coffee reached USD

573,75 million and Vietnam was included in the top 5 Asian countries

with highest instant coffee consumption (the other four are: Korean,

Japan, Thailand, and Malyasia) Vietnamese consumers still drink coffee

in the traditional way as an habit while there are consumers who are

unable to afford buying and using instant coffee However, the local

market for instant coffee consumption has great potential for growth

From that reality, the author realized that in-depth studies about

customer’s coffee consumption behavior is required As a result, the

author chose the following topic for the doctoral thesis: “A study on

factors affecting consumption intention towards instant coffee among

significance to meet the urgent demand of instant coffee business in terms of economic and social aspects

1.2 Research objectives, questions, and purpose

1.2.1 Research objectives

The thesis aims at identifying and measuring the level of impact of a number of factors affecting consumption intention towards instant coffee among Vietnamese consumers to see whether they are positive or negative From that, the thesis provides some recommendations to help instant coffee manufacturers and traders promote local consumption, enhance brand value, increase export sales and value as well as to promote Vietnamese coffee products and industry in the international markets

1.2.2 Research questions

1.How is the Vietnamese customers’ consumption intention towards instant coffee?

2.What are factors affecting consumption intention towards instant coffee among Vietnamese consumers?

3.How to identify the level of impact of chosen factors on consumption intention towards instant coffee among Vietnamese consumers? 4.Is there any differences in consumption intention towards instant coffee among different groups with regards to control variables?

5.What are recommendations to promote consumption of instant coffee among Vietnamese customers?

1.2.3 Research purposes

- To provide an overview of local and international studies about factors affecting consumption intention towards coffee among customers in order to propose the research model

- To investigate, collect, and analyze reviews of consumers about factors

factors affecting consumption intention towards coffee among

Vietnamese customers and then verify the thesis’ research model

- To sum up the research results as a basis for proposing solutions to

improve instant coffee consumption among Vietnamese customers

1.3 Research subjects and scope

1.3.1 Research subjects

The thesis has studied a number of factors and their impacts on

consumption intention towards instant coffee among Vietnamese

customers Specifically, the thesis has studied: (1) Theoretical basis

about behavior intention (2) Overview of a number of studies about

consumption intention towards coffee and instant coffee in Vietnam and

in the world, and (3) Impacts of these factors on consumption intention

among Vietnamese customers

1.3.2 Research scope

Space: Instant coffee is a type of consumer food that can be used

anywhere; its consumption is not limited to any particular area In

Vietnam, the urban areas, especially in Hanoi and Ho Chi Minh, are

local and international trading hubs and also big markets for food

consumption, including coffee and instant coffee In addition, due to

limited conditions, the thesis only covered collected research data in

seven inner-city districts of Hanoi and two districts, namely Phu Nhuan

and Go Vap, in Ho Chi Minh City The selected districts are areas with

high population density, including people from many regions across the

country; they show a lot of typical features of regional consumption

culture

Time: The thesis investigated and collected data about consumption

intention towards instant coffee among people in Hanoi and Ho Chi

1.4 Research methodology

Overview of research methodology: To achieved research objectives and clarify the research content, the author has chosen qualitative and quantitative research methods Information used in the research is collected from primary and secondary sources

Research sample: Since the study objects are consumers, the sample size must be big enough to ensure generalizability The author plans to achieve the sample size of 1000 observations by using the non-probability sampling methods (convenience sampling)

Research procedure: it include basic steps such as: proposing research model and scale of measure, testing the model, collecting preliminary data to test the reliability of scale of measure, collecting official data, verifying the reliability of scale of measure, analyzing factors, verifying the model and research hypotheses

1.5 New contributions of the thesis

The thesis has provided a number of new contributions in terms of theory and practice for business management as follows:

1.5.1 Theoretical contribution

- The thesis has applied the Theory of Planned Behavior (TPB) to build the research model for new factors affecting consumption intention towards instant coffee among Vietnamese consumers; they are suitable with the consumption culture and conditions in Vietnam The study helps

to improve theoretical basis consumption intention towards food in general and instant coffee in particular

- The thesis has identified factors that affect consumption intention towards instant coffee among Vietnamese consumers and are suitable with the conditions in Vietnam

1.5.2 Practical contribution

- The thesis identified and measured the impact level of each factor on

consumption intention towards instant coffee of Vietnamese consumers

Evaluation and conclusions of thesis are reliable and have practical

value, providing objective and comprehensive basis for business and

marketing managers of coffee manufacturers and traders

- The thesis provided a number of recommendations of practical value to

state organizations and coffee manufacturers and traders Such

recommendations act a good source of reference to help

micro-policymaker create a standard institutional environment; business

managers can also apply them to create, maintain, and improve their

overall competitive ability in general and for instant coffee in particular

in accordance with business and production conditions, material sources

and consumption tendency of instant coffee in Vietnam within the next

few years

1.6 Structure of the thesis

- Chapter 1: Overview of the thesis

- Chapter 2: Theoretical basis and research model

- Chapter 3: Research methodology

- Chapter 4: Research results

- Chapter 6: Conclusions and recommendations

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL

2.1 Theoretical basis

2.1.1 Principal concept - Consumption intention

Consumption intention is defined as the subjective intention of

consumers in conducting a specific behavior or action Consumption

intention consists of and is measured by two extremes Positive

behavioral intent has the tendency to create loyalty between consumers

and products, increase sales, encourage good review of products and

suppliers, and willingly spend more to use products On the other hand, negative behavioral intent results in consumers’ tendency to reduce or strop using the products, even to the point of turning to direct competitors and leaving bad reviews about products and suppliers Prediction of intention is the first step in prediction of actual behaviors Thus, behavioral intent is described as the willingness of consumers in their actual behaviors As a result, consumption intention is described as the willingness of consumers in using the product; studying consumption intention carries more weight than studying actual behaviors, especially for researches that provide forecast or to find solutions

2.1.2 Theoretical basis – Theory of planned behavior

The author selects and present a highly important and pioneering theory

in the study of behavioral intent: the Theory of Planned Behavior, which

is an extended, upgraded version of the Theory of Reasoned Action

1, The Theory of reasoned action (TRA) is founded by Ajzen and Fishbein (1975) proved that behavioral intent is influenced by two factors: consumers’ attitude toward behaviors and their subjective norms Behavioral intention variable is a dependent variable and the focus of research because behavioral intention is the best predictive factor of actual behavior Actual behavior is defined by the intention in conducting the action

2, Theory of planned behavior by Ajzen (1991) is an extension from the reasoned action theory This theory is developed in order to solve the limitation of the prior theory in assuming that individual behavior is exclusively determined by their will According to the theory of planned behavior, behavioral intention is under influence of three factors in which two factors of Attitude and Subjective norms are inherited from the theory of reasoned action The third factor is Perceived behavioral

In this thesis, the author select theory of planned behavior as the

theoretical foundation and conduct test on part of the theoretical model in

Vietnam market Aside from using the majority of factors from the

theoretical model, the author wish to add on new factors suitable for the

economic, cultural and social context of Vietnam in order to explain the

consumption intention toward instant coffee of consumers

2.2 Overview of several studies on factors affecting coffee

consumption intention

Coffee and instant coffee are fast-moving consumer goods; therefore the

author presents a number of studies on factors affecting food

consumption intention of Vietnamese and foreign consumers

2.2.1 Factors affecting food consumption intention

2.2.1.1 Research orientation about personal characters, product

characteristics and social-economic factors affecing food consumption

intention of consumers

The are researches that were carried out in this orientation, such as:

Pilgrim (1957), Khan (1981), Randall and Sanjur (1981), Shepherd (in

1985 and further study in 1989) Research results proved that there are

three groups of main factors affecting food consumption intention of

consumers: personal characters, food (product) characteristics, and

characteristics of the surrounding economic and social environment The

researchers have highlighted the influential role of personal

characteristics and food characteristics toward food consumption

intention of consumers These studies have some shortcomings as they

seem to only mention factors positively affecting food consumption

intention without explaining the operation or identifying the impact level

of each factor

2.2.1.2 Research orientation about applying the TPB model in

Shepherd and Sparks (1992) proved that in addition to attitude, subject norms and perceived behavioral control, awareness of personal character

is the 4th factor affecting clean vegetable consumption of English consumers In addition, and Arkus (2009) proved that consideration for health and trust in brand have positive and direct impact of food consumption intention of English consumers The demographic factor (specifically education level and social status) and consider for health are driving factors while the unavailability of product is the limiting factors for food consumption intention (Justin and Jyoti, 2012) In another research direction, the attitude factor is deducted into sub-factors such as awareness of selling price, awareness of usage convenience (Anssi and Sanna, 2005), awareness of quality ((Dickieson and Arkus, 2009), awareness of usage motive and reason (Cardello, 1995) in studies about safe food consumption intention These factors play important role in the process of looking for food information which is the basis for forming the food consumption intention Studies point out that these factors have strong impacts on safe food consumption intention In Vietnam, there are several studies on safe food purchase intention such as: study of Truong

T Thien et al (2010) proving Vietnamese consumers to concern more about the quality than the prices of products; study of Nguyen Phong Tuan (2011) showing the effects of factors as Attitude toward environment, Value awareness, Consideration of Healthy, Knowledge of food and Subjective norms having meaningful relation toward the purchase intention of consumers in Hanoi and Ho Chi Minh City; study

of Le Thuy Huong (2014) proving six factors affecting the food purchase intention of consumers with Subjective norms accounted for the highest impact on safe food purchase intention, followed by Consideration for health

Studies in Korea, Malaysia, Indonesia, and India gain attention because

of a number of similarities to Vietnam in terms of culture and

consumption habit of tea and coffee

2.2.2.1 Factor affecting coffee consumption intention outside from home

Several highlighted are Hung (2012), Huang and Dang (2014), Chin et al

(2016) Study of Lee et al (2014) in Korean also applied the TPB and

quantitative research method to identify that social responsibilities of

enterprises, consideration to moral aspect, price, health, coffee quality,

discount, and promotion have important impact on safe coffee

There are shortcomings in these studies because the research models

seem to mainly mention factors with positive impact on coffee

consumption intent without giving consideration to substitute products,

limiting factors and product availability In addition, these factors are

quite different in nature, are not classified and do not have solid

explaination

2.2.2.2 Factors affecting coffee consumption intention at home

In an independent research direction, Geel et al (2004) proved that

sensory characteristics of instant coffee (its usefulness) affect the

consumer’s attitude towards the product In another research setting in

Karnataka, India where coffee ranks only behind coffee in terms of

consumption like in Vietnam, Varum et al (2009) identified factors that

have considerable impact of coffee consumption intention while coffee

price is the limiting factors

The shortcomings of these studies are that the research methods are

simple, data analysis is done using the descriptive statistics method, and

the study scope is quite limited because of of their main purposes to

describe and evaluation

2.2.2.3 Purpose, reason, and factors affecting instant coffee consumption

To support for business and product development objectives, several companies such as Trung Nguyen Coffee (2002) and Nestle Vietnam (2002) have conducted market researches by qualitative method in Hanoi and Ho Chi Minh city to identify consumers’ perception toward coffee products in general and instant coffee products in particular of each company Also through these researches, consumers’ purposes and reasons for using instant coffee are established In 2006, a group of authors Tran Thi Quynh Chi, Muriel Figue, Tran Thi Thanh Nhan from Institute of Policy and Strategy at Ministry of Agriculture and Rural Development has conducted “Research on domestic coffee consumption

in Hanoi and Ho Chi Minh City” which identified the geographic consumption habit and trend for different types of coffee In 2013, Vinaresearch conducted “Survey on instant coffee market in 2013” to study consumption habit for instant coffee among Vietnamese consumers, and to research instant coffee labels and positioning within the market The research has identified 5 factors affecting the consumption of instant coffees among consumers: Prices, Customer services, Distribution, Product advertisement, and Quality Of these five factors, quality factor took the highest ranking

2.3 Proposed model and research hypotheses

The proposed research model in figure 2.10 consists of 11 independent variables (awareness of convenience when using, awareness of motivation for usage, awareness of selling price, awareness of product quality, subjective norms, corporate image, trade and Promotion, distribution system, consideration for health, appeal of traditional coffee, perceived behavioral control), 01 dependent variable (instant coffee intention), and 04 control variables (age, gender, education, income) Respectively, there are eleven research hypotheses proposed Hypotheses

H1, H2,H3,H4,H5, H6,H7,H8,H9,H11 all have positive relationship while

H11 has inverse relationship with dependent variable

Figure 2.10 : Proposed Research Model

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Design of Research

3.1.1 Research process

The research process includes three main steps: qualitative research,

preliminary quantitative research and official quantitative research

3.1.2 Process of developing questionnaires

- Concept and measurement methods of variables in the model are

identified based on previous empirical studies

- The Vietnamese version of the questionnaire is developed based on

interpreting and taking reference of measurement scales from English to

Vietnamese

- The questionnaire is then translated into English to compare and

review the Vietnamese version

- The Vietnamese questionnaire receives evaluation and review from 10

types of objects who are consumers and specialists in the food and coffee

industry The language and wordings are reviewed to ensure clarity and

correct meaning of research content; then the official version of the questionnaire is completed

Questionnaire content: Aside from the introduction of the research’s purposes and meanings as well as invitation and thank for participants, the questionnaire consists of three main parts: (1) Part 1: Statistical information including age range, gender, income range, and education levels This information is necessary to identify the target group using instant coffee; (2) Part 2: Research information in order to: Identify instant coffee brands; Explore habit and reason for using instant coffee; Position and segment several instant coffee brands on the market; (3) Part 3: The main content with questions designed according to Likert scale with five levels with first choice of “extremely not agree”, than

“not agree”, “neutral”, “agree”, and lastly “extremely agree”

3.1.3 Research sample

3.1.3.1 Overview of sampling The sampling population are Vietnamese consumers who had previously used, purchased instant coffee or those with knowledge about instant coffee They are the decision makers in choosing instant coffee or be an important factor in making choice and using instant coffee

3.1.3.2 Methods of sampling Sampling is chosen through non-probability sampling methods (convenience sampling) where subjects are selected because of their convenient accessibility and proximity to the researcher In this method, the total sample is divided equally into sub-areas according to geography

In Hanoi, each area is one central district including: Dong Da, Thanh Xuan, Cau Giay, Ba Dinh, Tay Ho, Hoan Kiem, and Hai Ba Trung In Ho Chi Minh City, two selected ares are Go Vap district and Phu Nhuan district In study areas, questionnaires are handed out and collected at

consumers of instant coffee at households In addition, to reach

consumers outside house and several canteens at universities

3.1.3.3 Sample size

According to Saunders, Lewis and Thornhill (2003), the determination of

minimum sample size to ensure the reliability of survey results is

specifically calculated via the formula:

n × 100

na

= –––––––

re%

n a

: Minimum sample size

n : Sample size per population scale re%: Expected respondent rate

With a current population of around 7.5 million in Hanoi plus 1 million

in 2 districts Go Vap and Phu Nhuan (Ho Chi Minh City), this research

determined a sample size per population scale of 10 million citizens at

n=384 Assuming the expected respondent rate is determined at

re%=70% then the minimum sample size essential to ensure the

reliability of the research is n a

=548.57 observation (rounded up to

n a=549)

For this study, it is imperative that sample size is greater or equal to 549

observations to ensure reliability and high level of generalizability Thus,

as time, resources and finance allowed, the author selected the sample

size of 1000 observation

3.2 Qualitative research

Qualitative research is conducted through in-depth interview and direct

discussion with 07 consumers and 03 experts in coffee industry and

instant consumer goods in Hanoi in December 2014 The result from

qualitative research confirms the relationship between dependent variable

and independent variables and the compatibility between measurement

scales and research terms Moreover, some modifications in wordings

and content of the questionnaire are requested to clarify meanings and

make it easier for understanding Measurement scales completed after qualitative research are encoded to use in quantitative research

3.3 Quantitative research

Quantitative research consists of two phases of preliminary quantitative research and official quantitative research (1) Preliminary quantitative research is conducted with a sample size of 100 consumers in Hanoi Results from data analysis confirms the reliability of measurement scales

as almost all variables are suitable as the corrected item-total correlation coefficient are smaller than 0.3; Cronbach Alpha coefficients are all more than 0.6 but smaller than 0.95 The three variables TL3, KM3 and SK3 have corrected item-total correlation coefficients smaller than 0.3 (2) Official quantitative research includes: verifying measurement scales using EFA factor analysis; verifying measurement scales’ reliability using Cronbach Alpha value; validating hypotheses about the relationship between independent and dependent variables using multiple regression analysis; and lastly verifying the difference among research groups by using T-test and ANOVA methods

CHAPTER 4: RESEARCH RESULTS 4.1 Descriptive statistics of research sample

4.1.1 Descriptive statistics of research sample according to control variable

The total collected questionnaires that are eligible for using is 709, accounting for 89.97% and is more than the minimum required sample size According to collected data, 433 observations are from female, accounting for 61.07% The number of people from the age of 36 to 5 5

is 308, accounting for the highest ratio of 43.44% There are 305 people

of high education background (high school graduates)

4.1.2 Descriptive statistics research sample according to independent

variables

The mean value of variable for awareness of convenience when using is

2.89, awareness of usage motivation is 2.92, awareness of product price

is 2.91, awareness of quality is 2.91, subjective norms is 3.37,

consideration for health is 3.34, appal of traditional coffee is 3.45, and

perceived behavioral control is 3.52 This show the response of

consumers is of average level (the converted point is: 1-1,8: Strongly

disagree; 1,81–2,6: Do not agree; 2,61–3,4: Normal; 3,41–4,2: Agree;

4,21–5: Strongly agree)

4.2 Assessing the general level of consumption intention for instant

coffee of consumers

4.2.1 Assessing the behavioral characteristics of consumers towards

instant coffee

Through survey result, 100% of survey respondents had clear awareness

of instant coffee, of which 621 people accounting for 87.6% had

previously used instant coffee This is a remarkably high rate of

awareness that correctly responds with the general research of constant

growth for instant coffee production and consumption in domestic

market the past years The reasons for choosing instant coffee

concentrated on three main factors: reasonable prices, available

promotion (48.5% and 47.2%) and ready availability of instant coffee at

home, work or the high coverage at supermarkets and shops making it

easy to purchase (44.4%) Other reasons such as good quality, suitable

flavors or influenced by advertisement also shows high respond rates

with 34.6%, 33.5% and 32.5% respectively

4.2.2 Assessing the general level of consumption intention towards

instant coffee

The mean value of measurement scale for instant coffee consumption intention reaches 3.27 (out of 5 in Likert scale) The results show that the general level of instant coffee consumption intention is average In addition, the mean values of observation variables in the scale for instant coffee consumption intention are quite similar at 3.16, 3.16, 3.24 (out of

5 in Likert scale) According to this, Vietnamese consumers have average reaction towards these variables The positive point is that the two factors receiving the highest response from consumers are “I will actively search for instant coffee” (3.46/5) and “I intend to change to regularly use instant coffee in the future” (3.31/5) This can be considered the opportunities for managers to make plans for increasing the general level

of instant coffee consumption intent among Vietnamese consumers today

4.3 Evaluation result of official measurement scale 4.3.1 Evaluation of distribution type of measurement scale

The maximum and minimum value in the measurement scale lie in the range of 1 to 5, showing that there are not a lot of limits in terms of fluctuations for applied measurement scale The mean value of observation variables display differences, from 2.82 to 3.63 point (out of

5 in Likert scale), showing the difference in valuation about the level of importance among control variables Mean values are between “Normal”

to “Agree”, showing the practicality of independent variables and consumers’ acceptance of these factors The absence of “Strongly Agree” value shows that provided administrative personnel have the capability to exploit further the impact of these factors, there will be opportunity window to raise consumers’ consumption intention for instant coffee Testing result for Skewness and Kurtosis (test how the concerned variables are positioned in relative to the normal distribution) of the

within the accepted interval, verifying the data validity for testing and

analysis in the next part

4.3.2 Validation of the value of official measurement scale

Factor analysis is conducted 4 times on all observed variables after

testing the validity of available data by KMO and Bartlett index Through

that, 3 observation variables DC1, TL3, and KM3 are one by one

eliminated because they do not satisfy convergent validity or

discriminant validity

Results of factor analysis for the 4th time with dependent variable

following the standard of Eigenvalue greater than 1 show 6 factors

extraction with the sum of variance explained value from factor

extraction being 74.766% (>50%) All variables have factor loadings

greater than 0.5, satisfying the convergent validity and discriminant

validity Of all variables, four factors maintain as in the previously

proposed research model, namely: Subjective norms, Consideration for

health, Appeal of traditional coffee, and Perceived behavioral control

Two factors are newly created as followed (1) Marketing effort of

company (DN) created through the combination of remaining variables

for three factors: Coporate brand, Trade and Promotion, and Distribution

system; and (2) Awareness of instant coffee usefulness when using

(denoted as HI) is created from the combination of the remaining

variables for factors: Awareness of convenience when using, Awareness

of motivation for usage, Awareness of selling price, and Awareness of

product quality

In conclusion, the results from factor analysis and examination of

measurement scales show that all selected measurement scales are

adequate and could be used in further analysis

4.3.3 Evaluating the reliability of measurement scales

Cronbach’s Alpha values for all measurement scales satisfy the condition

of having Corrected Item-Total Correlation larger than 0.3 and Cronbach’s Alpha if Item Deleted coefficient smaller than Cronbach’s Alpha coefficient Thus, these measurement scales are secured in their reliability and have close correlation with each other in order to measure the studied term as well as can be used for further regression models

4.3.4 Modified research model

Based on the value validation result and assessment of reliability of official measurement scale, the adjusted researched model is presented in figure 4.5 consists of 6 independent variables, 01 dependent variable, and

04 control variables Corresponding to independent variables, six hypotheses are proposed Hypotheses H1, H2,H3,H4,andH6 all have positive relationship while hypothesis H5 has inverse relationship with the dependent variable

Figure 4-5: Modified research model 4.4 Verifying hypothesis about correlation among variables 4.4.1 Verifying correlation coefficient

The relation among independent variables, namely usefulness when using, subjective norms, marketing effort of company, consideration for health, appeal of traditional coffee and dependent variable has statistical significance at 99% level The relation between perceived behavior

since the Sig value is greater than 5% However, the correlation

coefficient between these two factors is 0.067, which is in the range of 0

to 0.3 Therefore, in the next part, the author applies the multiple

regression method to confirm and validate the relation among six

independent variables and the dependent variable

There is no correlation among the independent variable of perceived

behavioral control with other independent variables, namely subjective

norms, marketing effort of enterprises, consideration for health, appeal of

traditional coffee There is also no correlation between the independent

variable of marketing effort of enterprise with the independent variable

of subjective norms since the Sig value is greater than 5% The

independence of these variable can be affirmed

4.4.2 Verifying hypotheses about the relation among variables

The author carries out regression analysis for two models: the first model

includes all control variables with the role of independent variables; the

second model includes all independent variables and control variables

that are analyzed at the same time By comparing the two model, the

impact of independent used in the research model can be shown Since

control variables are not consecutive, in order to out them in the

regression model, the author uses dummy variables for age, education,

and income

Result of regression analysis according to the first model for all control

variables with the role of independent variable and dependent variable

show that R2

is 0.004 - approaching 0, F value has sig.>0,05 Therefore,

it can be concluded that there is no correlation between control and

dependent variables; the first model has no statistic significance and is

not suitable with actual data

Result of regression analysis according to the second model for all

2

relation among variables The adjusted R2

value of the model is 0.653, meaning the independent and control variables in the research model can explain 65.3% the fluctuation of dependent variable To put it differently,

up to 65.3% the changes of dependent variable can be explained by independent and control variables

By comparing the first model with the second model, it is seen that in the first regression model, control variables stand separately without correlation with the dependent variable; it has no statistical significance and control variables do not explain the change of dependent variable Meanwhile, the second regression model has statical significance with the reliability level of 99% when adding six independent variables in the model; these variables are accepted The standard regression equation is re-written as follows:

NC = 0,458 HI + 0,068 TL + 0,249 DN + 0,252 SK - 0,142 TT Regression analysis result confirms that of the six variables in the study, five of them are identified as having impact on the consumption intention

of instant coffee with awareness of usefulness having the strongest impact, followed by consideration for health, marketing effort of enterprises, appeal of traditional coffee and finally subjective norms Appeal of traditional coffee is the limiting factor for consumption intention while the others are motivating factors The relation between perceived behavioral control with consumption intention towards instant coffee has not yet been identified This result answers the second and third research questions

4.5 Validation of the difference of control variables to consumption intent towards instant coffee

The general conclusion is that there is no difference in the consumption intention among different groups according to control variables The