The Impacts of Young Consumers’ Health Values on Functional Beverages Purchase Intentions

Hsiao-Ping Chang, Chun-Chieh Ma and Han-Shen Chen
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Hsiao-Ping Chang: Department of Health Diet and Industry Management, Chung Shan Medical University, No.110, Sec. 1, Jianguo N. Rd. Taichung City 40201, Taiwan
Chun-Chieh Ma: Department of Public Administration and Management, National University of Tainan, Taiwan, No.33, Sec. 2, Shu-Lin St., Tainan 70005, Taiwan
Han-Shen Chen: Department of Health Diet and Industry Management, Chung Shan Medical University, No.110, Sec. 1, Jianguo N. Rd. Taichung City 40201, Taiwan

IJERPH, 2020, vol. 17, issue 10, 1-12

Abstract: Internationally, there is increasing recognition of the importance of proper diet values and habits, a balanced intake of healthy food products, and rates of obesity control encompassing information on fat content and calories. In this context, some beverage manufacturers have shifted to marketing their products as having fewer calories and more functional benefits. This study aims to develop an extended value–attitude–behavior (VAB) research model that includes three constructs, namely, cue to action, self-efficacy, and health orientation, to explore the impacts of university students’ health values on their purchase intentions concerning functional beverages. The results indicated that university students’ interest in functional beverages was significantly affected by their health values. Besides, both interests in functional beverages and health orientation were significant predictors of purchase intention, while cue to action and self-efficacy were not. Based on these results, enhancing consumers’ education about food security is suggested. Furthermore, the findings provide crucial insights for marketing channels, suggesting the beverage industry can target consumers’ health values concerning health beverages as the key to purchase intention and attract business by developing practical marketing strategies.

Keywords: eating patterns; consumer preferences; health food; self-efficacy; health orientation (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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