{"title":"COVID-19 pandemic and the Consumption Behaviour of Branded Functional Beverages in India: a conceptual framework","authors":"T. Natarajan, G. Jayadevan","doi":"10.1108/NFS-06-2021-0177","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis 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.\n\n\nDesign/methodology/approach\nA 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.\n\n\nFindings\nThe 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.\n\n\nResearch limitations/implications\nThe 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.\n\n\nPractical implications\nThe 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.\n\n\nOriginality/value\nThe 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.\n","PeriodicalId":19376,"journal":{"name":"Nutrition & Food Science","volume":null,"pages":null},"PeriodicalIF":1.0000,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Nutrition & Food Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/NFS-06-2021-0177","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 4
Abstract
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.
期刊介绍:
Nutrition & Food Science* (NFS) is an international, double blind peer-reviewed journal offering accessible and comprehensive coverage of food, beverage and nutrition research. The journal draws out the practical and social applications of research, demonstrates best practice through applied research and case studies and showcases innovative or controversial practices and points of view. The journal is an invaluable resource to inform individuals, organisations and the public on modern thinking, research and attitudes to food science and nutrition. NFS welcomes empirical and applied research, viewpoint papers, conceptual and technical papers, case studies, meta-analysis studies, literature reviews and general reviews which take a scientific approach to the following topics: -Attitudes to food and nutrition -Healthy eating/ nutritional public health initiatives, policies and legislation -Clinical and community nutrition and health (including public health and multiple or complex co-morbidities) -Nutrition in different cultural and ethnic groups -Nutrition during pregnancy, lactation, childhood, and young adult years -Nutrition for adults and older people -Nutrition in the workplace -Nutrition in lower and middle income countries (incl. comparisons with higher income countries) -Food science and technology, including food processing and microbiological quality -Genetically engineered foods -Food safety / quality, including chemical, physical and microbiological analysis of how these aspects effect health or nutritional quality of foodstuffs