Consumption of Branded Functional Beverages Post-COVID Pandemic: An Empirical Investigation in a Developing Economy Using Behavioral Change Models

Natarajan, Thamaraiselvan; Jayadevan, G. R.; Jayapal, Jegan

doi:10.1080/10454446.2022.2058900

Cited by 5 publications

(10 citation statements)

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“…Subjective norms represent an individual's overall observation of whether their significant reference groups, such as family, friends and educators, accept, promote and practise preventive behaviours in pandemic times (Bronfman et al, 2021). A recently concluded study reported that subjective norms positively influenced the BFB purchase intention and BFB consumption behaviour amongst Indian consumers in the post-COVID-19 setting (Thamaraiselvan et al, 2022).…”

Section: Apjba 162mentioning

confidence: 99%

“…, 2021). A recently concluded study reported that subjective norms positively influenced the BFB purchase intention and BFB consumption behaviour amongst Indian consumers in the post-COVID-19 setting (Thamaraiselvan et al. , 2022).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…A recently concluded study reported that the BFB purchase intention and, in turn, the consumption behaviour is significantly influenced by subjective norms. During this post-COVID-19 time, consumers, out of their social pressure (to consume health-beneficial foods and beverages aimed at better immunity), would be more inclined towards such functional food products and subsequent consumption (Thamaraiselvan et al, 2022). A study on organic food purchase behaviour conducted in Pakistan discovered that subjective norms significantly moderated the relationship between attitudes and purchasing intention as well as perceived behaviour control and purchasing intention (Al-Swidi et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic: a pragmatic view

Natarajan¹,

Jayadevan²,

Jayapal³

2022

APJBA

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PurposeThis study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.Design/methodology/approachA conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.FindingsGiven the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.Practical implicationsFood marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.Originality/valueThere has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

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Section: Apjba 162mentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic: a pragmatic view

Natarajan¹,

Jayadevan²,

Jayapal³

2022

APJBA

Self Cite

View full text Add to dashboard Cite

show abstract

“…[ 5 ]. However, there is little previous research on the assessment of vital behavioural constructs for predicting functional beverage consumption, specifically branded functional beverage (BFB) consumption behaviour in the post-pandemic setting [ 21 ]. The majority of research attention has focused on the nutritional components and health benefits of this type of beverage [ 1 , 2 , 12 , 17 , 20 ].…”

Section: Introductionmentioning

confidence: 99%

Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

Dimitrova

Ilieva

2023

Behavioral Sciences

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This study investigates the predictors and mediators of branded functional beverage consumption behaviour (CB) within the Gen Z demographic group in Bulgaria. An integrated model based on two widely known psychosocial theories was developed to examine the relationships between the consumers’ personal values within the value–belief–norm theory and the components of the protection motivation theory (PMT). The conceptual framework included two more influencing factors whose impact had not been researched in depth in previous studies concerning CB—namely, the role of media (RM) and branded functional beverage health benefits (HB). An empirical survey based on 435 Gen Z members aged between 16 and 26 years was conducted. Structural equation modelling was used to analyse the proposed hypotheses. The results revealed that the consumers’ personal values were significant predictors of the PMT threat and coping appraisal components, which, in turn, had a significant positive impact on CB. CB was not directly affected by the branded functional beverage health benefits but was indirectly influenced by the HB via purchase intention toward functional beverages and RM. The study highlighted the important role of RM, which directly and indirectly affected CB. The theoretical and practical implications were discussed, and recommendations were given for raising Gen Z’s awareness of the benefits of functional beverages and increasing their consumer acceptance.

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The impact of protection motivation on restaurant consumer purchase intention after the COVID-19 pandemic

Üstünsoy,

Balıkçıoğlu Dedeoğlu

2024

Journal of Foodservice Business Research

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Consumption of Branded Functional Beverages Post-COVID Pandemic: An Empirical Investigation in a Developing Economy Using Behavioral Change Models

Cited by 5 publications

References 58 publications

Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic: a pragmatic view

Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic: a pragmatic view

Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

The impact of protection motivation on restaurant consumer purchase intention after the COVID-19 pandemic

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