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

Abstract

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.

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

“…There is a limited amount of research on the predictors of branded functional beverage CB. Still, the efforts of some researchers aimed at filling this research gap need to be mentioned (please refer to [ 21 , 34 , 44 ]). In their pioneering study, Natarajan et al [ 44 ] used the theory of planned behaviour, the health belief model, and the value–attitude–behaviour model as a basis for the empirical investigation of BFB consumption behaviour in the context of the post-pandemic period.…”

“…Still, the efforts of some researchers aimed at filling this research gap need to be mentioned (please refer to [ 21 , 34 , 44 ]). In their pioneering study, Natarajan et al [ 44 ] used the theory of planned behaviour, the health belief model, and the value–attitude–behaviour model as a basis for the empirical investigation of BFB consumption behaviour in the context of the post-pandemic period. They studied the relationships between several variables, i.e., “the role of the media (information about COVID-19)”, the consumers’ “perceived benefits”, their “interest in healthy foods”, the “BFB purchase intention”, “subjective norms”, and “BFB consumption behaviour post-COVID-19”.…”

“…This study followed the appeal of Natarajan et al [ 21 , 44 ] for reworking the suggested research frameworks and conducting behavioural studies that would encompass food consumers in different parts of the globe. On the basis of the theoretical background of the consumption of functional foods and beverages, we decided to study the connections between the basic constructs of two prominent theories, VBN and PMT, in order to investigate the consumption behaviour towards BFB in Bulgaria.…”

“…“Perceived self-efficacy” refers to “a person’s assessment of the degree to which he/she is capable of carrying out a recommended coping action” [ 61 ] (p. 3). We regard the protection motivation, or “BFB purchase intention”, as “a situation wherein consumers tend to buy a BFB product in a particular situation, in this context, the post-COVID-19 settings” [ 44 ]. The BFB consumption behaviour refers a manifest, observable response in a given situation (in this case, the post-COVID-19 period) to a given target (i.e., BFB) [ 59 ].…”

“…A large number of studies have demonstrated that behavioural intention is a dependent variable that plays a vital role in explaining the prediction of consumer behaviour [ 65 , 66 ]. Regarding BFB purchase intention, Natarajan et al [ 21 , 44 ] reported that the effect of BFB purchase intention on the post-COVID-19 BFB consumption behaviour was the strongest amongst all significant relationships in their structural model. Therefore, we hypothesised that:…”