ABSTRACT
The objective research was to study the transformation of the coffee consumption behavior of coffee drinkers and factors affecting the coffee consumption behavior before and during the COVID-19 pandemic. Because coffee is a famous beverage among university student groups. Therefore, we want to know the coffee consumption behavior and aspects of coffee drinkers such as the time most people need to consume coffee, the price, and the amount of coffee consumed each day. Both before and during the pandemic. To benefit those who are interested in studying coffee and as a guide for decision making in the business development of coffee shop operators. The sample used in this study is 407 students at the University of Thailand who consume coffee. The questionnaire was used to collect data for surveys of coffee consumption behavior. The study results revealed that consumer behavior has changed in coffee drinking patterns, health effects, and budgets for coffee purchases have decreased. Including the amount of coffee consumed on average per day by consumers, slightly increased from before the pandemic. © 2022 IEEE.