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Open AccessArticle

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

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
Department of Public Administration and Management, National University of Tainan, Taiwan, No.33, Sec. 2, Shu-Lin St., Tainan 70005, Taiwan
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2020, 17(10), 3479;
Received: 24 April 2020 / Revised: 13 May 2020 / Accepted: 14 May 2020 / Published: 16 May 2020
(This article belongs to the Special Issue Consumer Behaviors, Food, Nutrition, and Human Health)
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. View Full-Text
Keywords: eating patterns; consumer preferences; health food; self-efficacy; health orientation eating patterns; consumer preferences; health food; self-efficacy; health orientation
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Chang, H.-P.; Ma, C.-C.; Chen, H.-S. The Impacts of Young Consumers’ Health Values on Functional Beverages Purchase Intentions. Int. J. Environ. Res. Public Health 2020, 17, 3479.

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