1. COFFEE GROUNDS: HOW ENVIRONMENT AND SPACE INFLUENCE
SOCIALIZATION
By Amanda Chand
Professor Elena Skapoulli Raymond
TA: Nikita Carney, Wednesdays, 8am
Sociology 108C
14 March 2016

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I. Introduction
This study explores how both faculty members and students in a Southern California
university utilize the space of the campus coffee shop, Palm Tree Café. In particular, the
study examines the ways in which the location and environment play a role in attracting
this diverse spectrum of customers and how it impacts the use of the space of the café.
For instance, because of the accessibility of outlets linings the interior walls, customers
will bring their laptops with them to either spend leisure time or study.
Given the location of the café on a college campus, faculty members of the
university and students are mainly targeted as customers. I conducted my research to find
out about the customer dynamic of the café: the factors that draw them to the space and
the different ways in which they would spend time there.
Earlier work in this area of study have focused primarily on the person –
environment relationship in coffee shops and the characteristics that lead to social
gatherings and an increase in social capital. Waxman (2006) notes that patrons viewed
coffee shops as a gathering place that connected people to their community, providing an
established sense of belonging and a sense of territoriality. For my project, this article
will allow me to further explain the characteristics of what makes Coral Tree Café
welcoming for students and faculty members alike. It will also allow me to explore how
these customers utilize the space of the café in relation to the physical attributes of it. The
research done in this article will provide more information on the communal aspect of the
café, and what draws people to spend leisure time in this location.

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Prior research also examines the social and environmental differences between
independent coffee houses and chain based coffee houses. Woldoff, Lozzi, and Dilks
(2013) found that in independent coffee houses, customers felt more comfortable and
relaxed – this is through the lighting, furniture, and paintings. Hence, they spend time at
these coffee shops socializing with other customers. On the other hand, because of the
availability of free Wifi and power outlets, customers would visit chain – based coffee
shops mainly for work, social networking, or studying. The study explains that this is
likely due to chain coffee shops addressing the needs of a modern, technology – based
culture. Independently – owned coffee shops allowed people to sit closely together and
hold conversations – it brings together the community. In connection to my study, this
article will allow me to bring in the comparison of chain – owned coffee shops and
independently – owned coffee shops, and the ways in which customers interact in these
respective environments. The research will give me insight on the characteristics that
draw different customers in to coffee houses, and how it will affect the time that they
spend there, whether for leisure or work.
My study aims at distinguishing the physical factors of the café that contribute to
the welcoming atmosphere and how the location draws in the diverse spectrum of both
students and faculty members. In particular, I will focus on the effect of the environment
on the ways in which these customers utilize their time at the café. I will explore how
“people increasingly use coffee houses as both a social sphere and a private zone to work,
read, and use electronic devices” (Dilks, Lozzi and Woldoff 2013:205). I will also be able
to investigate “gathering behavior” and “place attachment” (Waxman 2006:35).

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II. Methodology
I used an ethnographic approach for this study because it is essential to provide a
perspective of the coffee shop socialization from a college campus setting. The setting
plays a key role in the types of customers and socialization that occurs in the café. More
importantly, “immersion in the setting permits the researcher to hear, to see, and to begin
to experience reality as the participants do” (Marshall and Rossman 2006:100). This
method allows me to place myself within the setting in order to further understand and
observe the phenomena of the space. Furthermore, to truly understand more about the
culture of the coffee shop, it is imperative that interviews be held in order to understand
“what those diverse perspectives are and in understanding the interplay among them”
(Mack et al. 2005:13).
My study centers on both faculty members and students at Palm Tree Café, a
coffee chop located on a college campus in a beach town mainly populated by college
students. The café sells both food and coffee, and it is common to see college students
studying here or faculty members taking a break or working. I chose this particular field
site because I usually frequent this café and I was curious to learn more about the social
phenomena that occurs within the space. From Week 3 to Week 9 of this academic
quarter, I have gathered about seven hours of data: this consists of written fieldnotes,
observations, and an interview. Fieldnotes were an essential part of my data because
visiting the site and immersing in participant observation allows me to gain a scope of the
socialization of the space. Observations were critical in order to witness firsthand the
types of customer interactions of the café. As a student of the university, I was able to

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visit this café easily after classes and spend time observing the customers and the
environment as a whole. An interview allowed me to obtain a first – person account of
the social occurrences and views of the environment. I wanted to learn more about the
perspective of an employee on what physical and social factors contribute to a welcoming
space that brings together students and faculty members.
I conducted an interview with Linda, a nineteen – year – old Hispanic student
employee of the café. The interview itself lasted roughly twenty – six minutes, and I used
a voice recorder and transcribed the entirety of it. I decided to interview an employee of
the coffee shop because of the long periods of time that they spend working there, in
addition to spending time at the space out of work hours. Thus, they are well – versed in
the social nature of the environment.
These were my research questions that guided my research:
1. In what ways do faculty members utilize the space of Palm Tree Café?
2. In what ways do students utilize the space of Palm Tree Café?
I focused my study on the physical aspects to the location of the coffee shop – I looked at
the factors that made these customers frequent the space over other coffee shops on
campus. In addition, I observed what provided the ‘welcoming’ atmosphere that these
students and faculty members were attracted by. Technology, seating, eating, studying,
and working were key themes that I identified when conducting my research. I did not
come across any major ethical issues while conducting my research since the café is an
open and public space where I can observe with discretion. I was an outsider, as a student
and customer. Thus, I blended well into the customer spectrum as a sociologist.

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III. Results
Through my fieldnotes, I have come to the conclusion that the physical factors of the
environment, in addition to the location of the café itself, are main aspects that contribute
to the way in which students and faculty members will frequent the space and spend time
accordingly. Because the café is located in the center of multiple lecture halls and faculty
buildings, it brings in a mix of both students and faculty members. The café serves both
food and coffee, which attracts these customers to grab a bite to eat or have coffee.
This is what Linda, the interviewee, said about how faculty members spend
leisure time in the café:
“Umm, it’s usually, like, when they’re on their breaks…they come here for like, fifteen
minutes and then they go and…what else….and, people pick up stuff and they leave. I
think that’s it. Usually, TA’s have office hours here. I’ve had two TA’s the past quarter
who said they have office hours here and I’m like, ‘I work there.’”
Faculty members will visit the café during their work breaks or after the workday
is over. Over the course of my observations, I took note that they will come in either
alone or together: if alone, they will make a purchase and then leave shortly. If
accompanied by a group of coworkers, they will sit down at the café and talk over
caffeine or food. In addition, some faculty members will hold their office hours here –
they can be identified by their books and laptops splayed before them on a table.
Students will drop by this café at all times of day, whether to pass time between
classes, study, or have a meal. Spacial relations were a key point in my observations. A
student that was alone would occupy the whole space of a table alone, by spreading out a
laptop, books, and snacks. However, an observation in my fieldnotes contradicts this
assumption: during a visit, I noticed that two female students who were studying together

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occupied two separate tables that were spaced next to one another. Rather than sitting at
the same table, they chose to claim these two tables by putting their personal belongings
down, and faced one another in order to study. Thus, I understood that in this café, the
claiming of personal space was a common occurrence, regardless of how busy the café is
at the time. Although there is close arrangement of the tables, students who were studying
or eating would still choose to isolate themselves in a ‘bubble.’ This is an excerpt from
my fieldnotes that illustrates this point:
It is near the closing hour of the café. Each table inside the space has one college student
– the majority of students sitting down are female and white. They all either have a
laptop or notebook laid on the tables, in addition to a coffee beverage or snacks that they
presumably have purchased at the café itself. At the table across from me, an Indian
woman and a Hispanic male spot their friend, a white female, and proceed to greet her.
While the Indian woman sits down, the male still stands and shows the two friends a
picture on his phone. Both women laugh while the male walks to the opposite end of the
table.
In this scenario, what I found peculiar was how one person would take each table
in the café. I figured out that the white female was a student because of how she had her
notebook and laptop out, meaning that she was probably studying. Because it is also
‘midterm season,’ many college students have been studying at the café as of late: the
white female must have only been able to secure a small table in this café for her group.
The close proximity of caffeine and food draws in more college students. During my
interview with Linda, I asked her what drove her to study at the café when she was not
working. She responded:
“I like Coral Tree since it’s small enough to like, not too overwhelming…it’s small
enough to where it’s cozy…there’s not that white noise, but that background noise that
makes it feel more comfortable than the library, because there’s that stillness in the
library, so there’s a perfect amount of noise and you can get food. I just like the vibe. It
has a nice, like – it’s just a good environment to study.”

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She describes the environment of the café as “cozy” and states that she likes the “vibe”
when compared to other study spaces on campus. The environment is an ‘ideal’ space to
study for her, because of the small space and soft background noise of music.
For faculty members, I observed those who would choose to sit at the same table
as a student who solely occupied it. These customers did not isolate themselves, but
blended with the students. Either working or spending leisure time, faculty members
would sit closely together with the students even if there were vacant tables in the café.
What I understand from this data is that students prefer to have privacy when studying,
regardless of being in a public space. On the other hand, faculty members choose to sit
closely with students and colleagues, and spend leisure time at the café. Here is an
excerpt that demonstrates this point:
An African – American woman with medium – black hair, a floral orange blouse, black
dress pants and boots buys a packet of Oreos and sets it on a table where a middle –
aged Asian woman in a blue dress shirt and dress sits, exclaiming, “This is like a
thousand calories!” A Hispanic woman, with a black floral top, joins the two women at
the table. During the conversation, the Asian woman expresses, “I really want to get a
job…I do not stand still. I always learn.”
In this excerpt, I first identify the faculty members in the café by looking at the
attire of the three women: they are dressed in semi – formal attire, and appear to be older
than the average 20 – year – old college student, so I assume that they are not students. It
is also revealed by the subject matter of their conversation – the African – American
woman and the Hispanic woman appear to be interviewing the Asian woman at first –
however, this is not the case by how the conversation then becomes lighter and they start
making jokes. They are co – workers and are unwinding at the café by purchasing snacks,
tea and sitting down to have a non – work related conversation.

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IV. Conclusion
The data presented supports my conclusion that faculty members and students are driven
to spend time in Palm Tree Café because of the convenience of the location as well as the
expansive availability of seating, food, and coffee. Furthermore, students prefer to study
in this space because of the availability of outlets, seating, and the “background noise”
that adds to a more relaxed and welcoming atmosphere. Faculty members also find
convenience in the environmental aspects of the café, including the booth seating,
lighting, and paintings on the walls that provide for an inviting space.
If I had more time to expand my research, I would interview students and faculty
members, in addition to the student employee that I had already interviewed in order to
gain different perspectives on what attracts these customers to spend time at the café. In
addition, I would ask interviewees more about the physical aspects of the café, and how it
is different from studying at other spots on campus. Furthermore, I would expand my
study to compare the café to other coffee shops in the beach town area to see how the
location makes a difference in the types of customers that come in.
My research shows that coffee shops have the ability to bring together a
community of diverse people in a small space. From spending time before class to
holding office hours, coffee shops are key places of socialization where multiple types of
interaction may occur simultaneously. With the age of technology, these communications
may be ever – changing, but coffee shops serve to maintain person – to – person
interactions and strengthen these relationships.

10. Works Cited
Mack. "Qualitative Research Methods: A Data Collector's Field Guide." N.p., 2005. Web.
3 Mar. 2016.
Rossman. "Data Collection Methods." By Marshall. N.p.: n.p., 2006. N. pag. Print.
Waxman, Lisa. 2006. “The Coffee Shop: Social And Physical Factors Influencing Place
Attachment.” Journal of Interior Design 31(3):35–53.
Woldoff, Rachael A., Dawn Marie Lozzi, and Lisa M. Dilks. 2013. “The Social
Transformation Of Coffee Houses: The Emergence of Chain Establishments and
the Private Nature of Usage.” International Journal of Social Science Studies
1(2).