ABSTRACT This study examined Branded Functional Beverage (BFB) consumption behavior in the post-pandemic setting using a psychosocial theoretical framework derived from the tenets of Theory of Planned Behavior (TPB) and the Health Belief Model (HBM). The theoretical framework was tested using the Partial Least Squares-Structural Equation Modeling method. A structured questionnaire was used to collect data from branded functional beverage consumers aged 18 and up. For the final data analysis, 445 usable questionnaires were utilized. This study revealed that perceived behavioral control and subjective norms were significant predictors of BFB purchase intention and subsequent consumption behavior in the post-pandemic period. The perceived threat of NCDs did not affect purchase intention or consumption behavior. Perceived susceptibility indirectly affected BFB purchase intention and consumption behavior via subjective norms (role of subjective norms as a “mediator”). The study implied that to positively influence the subjective norms of potential BFB customers, food marketers should focus on “opinion” leaders and subject experts. The companies may devise appropriate options for delivering functional beverage products to consumers’ doors via m-commerce and e-commerce platforms at competitive prices. They may also focus on customer education centered on the superior quality of their “functional” product portfolio and the ways of acquiring those at the minimum cost during this post-pandemic period. This pioneering study investigated the use of TPB and HBM in the context of post-pandemic functional beverage consumption. To build healthier and more robust food systems, governments and public health authorities across the world should proactively design and execute policies to promote sustained and strategic changes through functional foods and beverages. They must acknowledge that good nutrition is a priority for public health at all levels, equity, and economic security.

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

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.

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

Research background: The research has two objectives and employs a serial mediation approach. First, using the general strain theory, it examines the mediating role of negative feelings and impact of economic adversity on people's risk tolerance and prudent financial behavior. The second is determining the various categories' variations according to age.
Purpose of the article: The study's main objective is to evaluate financial behaviour of people with lower and medium incomes after the second wave of COVID-19 in India, and to contribute to the body of knowledge on general strain theory.
Methods: The study examined the proposed framework and tested the serial mediation model based on the general strain theory used as a survey method for data collection, targeting lower and middle-income individuals in India's most populated state. The study applied PLS-SEM to test the framed hypotheses. Furthermore, the Kruskal Wallis test was applied to identify the difference in the various groups classified based on age.
Findings & value added: The results reveal that economic hardship significantly influences improved financial behavior. Risk aversion attitude, loneliness, and depression mediate the relationship between economic hardship and financial behavior. Moreover, the study found quite a few significant differences between the different age groups. The present study will add to the existing literature on financial behavior under the scope of general strain theory and probably be among the few that test general strain theory with financial variables impact on lower and middle-income group individuals from a developing nation in post-COVID-19 period.

http://economic-research.pl/Journals/index.php/eq/article/download/2279/2058

Impact of negative emotions on financial behavior: An assessment through general strain theory

Purpose: This conceptual paper aims to study the Corona Virus Disease-19 (COVID-19) pandemic’s impact on branded functional beverages consumption in India. There is a sincere effort to critically review the role of some vital determinants of consumer behaviour and to develop an integrated model for branded functional beverages consumption behaviour. Design/methodology/approach: A systematic and extensive literature review was performed by searching electronic databases relating to consumer acceptance and purchase behaviour of functional beverages in India from 2000 to 2021. This study also reviewed very recent literature on the potential impact of the COVID-19 pandemic on global consumer traits, buying behaviour, marketing trends and psychographic behaviour. Findings: The extensive review of the literature yielded results that shed light on some crucial factors propelling branded functional beverages’ consumption behaviour in India, especially in the COVID-19 scenario. Research limitations/implications: The study is based purely on a conceptual understanding of branded functional beverages’ consumption behaviour among Indian consumers. The conceptual framework proposed here results from the review of past literature. Therefore, the scientific world is invigorated to test further the implications presented in this study empirically. Practical implications: The conceptual framework proposed here concerning consumer behaviour in functional beverages would guide the food marketers to segment and position their functional food offerings, mainly beverage variants, in the post-pandemic scenario. Moreover, the study findings enable policymakers to craft food policies to uphold the noble cause of moulding a healthy generation. Originality/value: The COVID-19 pandemic has virtually shattered our food system and modified our associations with food in many different ways. The perception of health risks associated with COVID-19 might have influenced people’s food purchase and consumption behaviours. It is proposed that health-conscious people would prefer more health-promoting foods and beverages to strengthen their immunity. Several reports disclose that food consumers in India demand functional foods and beverages more extensively than before to include in their daily food basket. A detailed literature review revealed an evident shortage of research studies regarding consumer behaviour in functional beverages in India. No prior research works could be identified as to why consumers prefer functional beverages to benefit their overall health and immunity and what guides them to purchase or not to purchase such products, especially in the post-pandemic scenario. Therefore, this research work would be a primer that would guide future studies investigating consumers’ attitudes and purchasing behaviour of branded functional beverages. © 2021, Emerald Publishing Limited.

Thamaraiselvan Natarajan

Papers

COVID-19 pandemic and the Consumption Behaviour of Branded Functional Beverages in India: a conceptual framework