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

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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
    Department of Medical Management, Chung Shan Medical University Hospital, 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
    Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan)

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.

Suggested Citation

  • Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2020. "The Impacts of Young Consumers’ Health Values on Functional Beverages Purchase Intentions," IJERPH, MDPI, vol. 17(10), pages 1-12, May.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:10:p:3479-:d:359049
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    1. Pedro Cuesta-Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez-Barriopedro, 2020. "Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response," IJERPH, MDPI, vol. 17(18), pages 1-20, September.
    2. Rui Zhao & Meng Yang & Jianxiao Liu & Linchuan Yang & Zhikang Bao & Xinyun Ren, 2020. "University Students’ Purchase Intention and Willingness to Pay for Carbon-Labeled Food Products: A Purchase Decision-Making Experiment," IJERPH, MDPI, vol. 17(19), pages 1-15, September.
    3. Mathew T. Baker & Peng Lu & Jean A. Parrella & Holli R. Leggette, 2022. "Consumer Acceptance toward Functional Foods: A Scoping Review," IJERPH, MDPI, vol. 19(3), pages 1-40, January.
    4. Fuyong Lu & Xian Huang & Xintao Wang, 2022. "Willingness to Pay for Mobile Health Live Streaming during the COVID-19 Pandemic: Integrating TPB with Compatibility," Sustainability, MDPI, vol. 14(23), pages 1-22, November.
    5. Amar Razzaq & Yifan Tang & Ping Qing, 2021. "Towards Sustainable Diets: Understanding the Cognitive Mechanism of Consumer Acceptance of Biofortified Foods and the Role of Nutrition Information," IJERPH, MDPI, vol. 18(3), pages 1-17, January.

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