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

IF 1 Q4 FOOD SCIENCE & TECHNOLOGY Nutrition & Food Science Pub Date : 2021-09-13 DOI:10.1108/NFS-06-2021-0177
T. Natarajan, G. Jayadevan
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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.
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新冠肺炎大流行与印度品牌功能饮料的消费行为:一个概念框架
目的本概念论文旨在研究冠状病毒病-19(新冠肺炎)大流行对印度品牌功能饮料消费的影响。我们真诚地努力批判性地审查消费者行为的一些重要决定因素的作用,并为品牌功能饮料的消费行为开发一个综合模型。设计/方法/方法通过搜索2000年至2021年印度消费者对功能饮料的接受和购买行为相关的电子数据库,进行了系统而广泛的文献综述。这项研究还回顾了关于新冠肺炎大流行对全球消费者特征、购买行为、营销趋势和心理行为的潜在影响的最新文献。发现对文献的广泛回顾得出的结果揭示了推动印度品牌功能饮料消费行为的一些关键因素,尤其是在新冠肺炎的情况下。研究局限性/含义该研究纯粹基于对印度消费者品牌功能饮料消费行为的概念理解。本文提出的概念框架来自于对过去文献的回顾。因此,科学界充满活力,以实证的方式进一步检验本研究中提出的含义。实际含义本文提出的关于功能性饮料消费者行为的概念框架将指导食品营销人员在疫情后的情况下对其功能性食品(主要是饮料变体)进行细分和定位。此外,研究结果使决策者能够制定食品政策,以维护塑造健康一代的崇高事业。原创/价值新冠肺炎大流行实际上摧毁了我们的食品系统,并以许多不同的方式改变了我们与食品的联系。对新冠肺炎相关健康风险的认知可能影响了人们的食品购买和消费行为。有人提出,有健康意识的人会更喜欢健康促进食品和饮料来增强免疫力。几份报告披露,印度的食品消费者比以前更广泛地要求将功能性食品和饮料纳入他们的日常食品篮中。一项详细的文献综述显示,在印度,关于功能饮料消费者行为的研究明显不足。关于消费者为什么更喜欢功能性饮料来有益于他们的整体健康和免疫力,以及是什么引导他们购买或不购买此类产品,特别是在疫情后的情况下,目前还没有任何研究工作。因此,这项研究工作将为未来调查消费者对品牌功能饮料的态度和购买行为的研究提供指导。
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来源期刊
Nutrition & Food Science
Nutrition & Food Science FOOD SCIENCE & TECHNOLOGY-
CiteScore
2.80
自引率
8.30%
发文量
85
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
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