The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages
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Published
30 November 2023
Keywords:
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functional beverages, gen Y and Z, health consciousness, purchase intention, trust
Abstract
This study explored the purchasing intentions of Generation Y and Generation Z concerning functional beverages, with a focus on health awareness and trust as key influencing factors. This research aims to investigate the determinant factors of the consumption of functional beverages as an alternative to sugary drinks among Generation Y and Z in Indonesia. The study population comprises individuals aged 18 to 40, with a particular focus on Generation Y (born 1981-1996) and Generation Z (born 1997-2012) in the West Java Region. Purposive sampling was carried out to select 406 participants. Primary data were collected through a Google Form-hosted online questionnaire, focusing on respondents' characteristics, purchasing habits, health consciousness, and intentions to purchase functional beverages. SmartPLS 3.0 was employed to analyze the data. Various analyses, including descriptive, measurement, Fornell-Larcker, structural model, and path analyses, were carried out. The results indicated noteworthy connections between health consciousness, trust, and purchase intention. Respondents, primarily from Generation Z, exhibited a positive inclination towards health consciousness and trust, suggesting a promising opportunity for the functional beverage industry.
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Fornell, C., & Larcker, D. F. (1981). Evaluating Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Giri, N. A., Sakhale, B. K., & Nirmal, N. P. (2023). Chapter 8 - Functional beverages: an emerging trend in the beverage world. Recent Frontiers of Phytochemicals Applications in Food, Pharmacy, Cosmetics, and Biotechnology, 123–142. https://doi.org/https://doi.org/10.1016/B978-0-443-19143-5.00002-5.
Gupta, A., Sanwal, N., Bareen, M. A., Barua, S., Sharma, N., Olatunji, O. J., & Sahu, N. P. N. J. K. (2023). Trends in functional beverages: functional ingredients, processing technologies, stability, health benefits, and consumer perspective. Food Research International, 170, 113046. https://doi.org/https://doi.org/10.1016/j.foodres.2023.113046
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). Article information : When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 3-24. https://doi.org/10.1108/EBR-11-2018-0203
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Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and the moderating effect of food neophobia. Food Quality and Preference, 73, 266–275. https://doi.org/10.1016/j.foodqual.2018.11.001
Ingrassia, M., Bacarella, S., Columba, P., Altamore, L., & Chironi, S. (2017). Traceability and labeling of food products from the consumer perspective. Chemical Engineering Transactions, 58, 865–870. https://doi.org/10.3303/CET1758145
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Ministry of Industry of the Republic of Indonesia. (2021). The prospects for the Fruit Juice Drink Industry are still wide open. Retrieved from https://kemenperin.go.id/artikel/23042/Prospek-Industri-Minuman-Sari-Buah-Masih-Terbuka-Luas
Knit. (2022). 2022 gen z restaurant and dining report. Retrieved from https://goknit.com/2022-gen-z-restaurant-dining-report/
Kusnandar, V. B. (2022). No era bonus demografi, 69% penduduk indonesia masuk kategori usia produktif pada juni 2022. Retrieved from https://databoks.katadata.co.id/datapublish/2022/09/30/era-bonus-demografi-69-penduduk-indonesia-masuk-kategori-usia-produktif-pada-juni-2022
Lee, J., & Chung, L. (2020). Effects of perceived brand authenticity in health functional food consumers. British Food Journal, 122(2), 617–634. https://doi.org/10.1108/BFJ-07-2019-0515
Lee, K. H., Bonn, M. A., & Meehee, C. (2015). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. International Journal of Contemporary Hospitality Management, 27(6), 1157-1180. https://doi.org/10.1108/IJCHM-02-2014-0060
Liang, R.-D. (2016). Predicting intentions to purchase organic food: the moderating effects of organic food prices. British Food Journal, 118(1), 183-199. https://doi.org/10.1108/BFJ-06-2015-0215
Mauricio, R. A., Campos, J. A. D. B., & Nassu, R. T. (2022). Meat with edible coating: Acceptance, purchase intention, and neophobia. Food Research International, 154, 111002. https://doi.org/https://doi.org/10.1016/j.foodres.2022.111002.
Megananda, F. S. (2021). Pengaruh gaya hidup sehat dan citra merek terhadap preferensi konsumen minuman ready to drink (rtd). Jurnal Ilmu Manajemen, 9(4), 1613–1622. https://doi.org/10.26740/jim.v9n4.p1613-1622
Meliawati, T., Gerald, S. C., & Aruman, A. E. (2023). The effect of social media marketing TikTok and product quality towards purchase intention. Journal of Consumer Sciences, 8(1), 77-92. doi: https://doi.org/10.29244/jcs.8.1.77-92
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention case study : the agencies of bono brand tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267–273. Retrieved from https://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf
Mohammadi, M., Paria Khashayar, Tabari, M., Sohrabvandi, S., & Moghaddam, A. F. (2016). Water fortified with minerals (Ca, Mg, Fe, Zn). International Journal of Medical Research & Health Sciences, 5(11), 107–115. Retrieved from https://www.researchgate.net/profile/Mehrdad-Mohammadi-2/publication/311366394_
Mohd Suki, N. (2015). Green product purchase intention: impact of green brands, attitude, and knowledge. British, 118(12), 2893-2910. https://doi.org/10.1108/BFJ-06-2016-0295
Nurhayati, H. (2021). Frequency of drinking functional beverages in Indonesia 2019, by age. Retrieved from https://www.statista.com/statistics/1096105/indonesia-frequency-of-drinking-functional-beverages-by-age/
Nuttavuthisit, K., & Thøgersen, J. (2015). The Importance of consumer trust for the emergence of a market for green products : the case of organic food. Journal of Business Ethics, 140, 323-337. https://doi.org/10.1007/s10551-015-2690-5
Paunisaari, A. (2019). The role of nutrition and health claims in the purchasing of functional beverages: Effects on purchasing intent among finnish and American consumers. (Thesis, University of Vaasa, School of Marketing And Communication)
Pavlovic Hock, N. (2022). Herd behavior along the consumer buying decision process experimental study in the mobile communications industries. Digital Business, 2(1), 100018. https://doi.org/https://doi.org/10.1016/j.digbus.2021.100018
Pienwisetkaew, T., Wongthahan, P., Naruetharadhol, P., Wongsaichia, S., Vonganunsuntree, C., Padthar, S., Nee, S., He, P., & Ketkaew, C. (2022). Consumers’ Intention to purchase functional non-dairy milk and gender-based market segmentation. Sustainability, 14(19), 11957. https://doi.org/10.3390/su141911957
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Authors
Fathin F. F., Sosianika A., Amalia F. A., & Kania R. (2023). The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages. Journal of Consumer Sciences, 8(3), 360-378. https://doi.org/10.29244/jcs.8.3.360-378
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