The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

The coffee industry has grown very fast ever since international coffee brands were launched in the 1990's. Recently, consumers have begun to focus on coffee produced ethically. This phenomenon is due to ethical-consumption consciousness, which consists of three factors, emotional value, social value and function value. Most studies on this topic have focused on consumers who purchase fair-trade coffee. Thus, this study is novel in its focus on baristas who sell fairtrade coffee in their shops as well as differences from former studies. The three factors of ethical-consumption consciousness of baristas affected the sale of fair-trade coffee, except for the function value. Therefore, the sale of fair-trade coffee could be influenced by ethical-consumption consciousness of baristas. This study shows that education of baristas can promote the sale of fair-trade coffee. However, there are limitations as it only researched coffee brands ranked in the top 5, so further studies will be required in the future.