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

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.