Department of Health Diet and Industry Management, Chung Shan Medical University, No.110, Sec. 1, Jianguo N. Rd. Taichung City 40201, Taiwan.
Department of Medical Management, Chung Shan Medical University Hospital, No. 110, Sec. 1, Jianguo N. Rd., Taichung City 40201, Taiwan.
Int J Environ Res Public Health. 2020 May 16;17(10):3479. doi: 10.3390/ijerph17103479.
Internationally, there is increasing recognition of the importance of proper diet values and habits, a balanced intake of healthy food products, and rates of obesity control encompassing information on fat content and calories. In this context, some beverage manufacturers have shifted to marketing their products as having fewer calories and more functional benefits. This study aims to develop an extended value-attitude-behavior (VAB) research model that includes three constructs, namely, cue to action, self-efficacy, and health orientation, to explore the impacts of university students' health values on their purchase intentions concerning functional beverages. The results indicated that university students' interest in functional beverages was significantly affected by their health values. Besides, both interests in functional beverages and health orientation were significant predictors of purchase intention, while cue to action and self-efficacy were not. Based on these results, enhancing consumers' education about food security is suggested. Furthermore, the findings provide crucial insights for marketing channels, suggesting the beverage industry can target consumers' health values concerning health beverages as the key to purchase intention and attract business by developing practical marketing strategies.
国际上越来越认识到正确的饮食价值观和习惯、均衡摄入健康食品以及控制肥胖率的重要性，这些都包含了有关脂肪含量和卡路里的信息。在这种背景下，一些饮料制造商已经开始将其产品营销为低卡路里和更多功能效益。本研究旨在开发一个扩展的价值态度行为（VAB）研究模型，其中包括三个结构，即行动线索、自我效能和健康导向，以探讨大学生健康价值观对他们购买功能性饮料的意愿的影响。结果表明，大学生对功能性饮料的兴趣受到其健康价值观的显著影响。此外，功能性饮料的兴趣和健康导向都是购买意愿的重要预测因素，而行动线索和自我效能则不是。基于这些结果，建议加强消费者对食品安全的教育。此外，这些发现为营销渠道提供了重要的见解，表明饮料行业可以将消费者对健康饮料的健康价值观作为购买意愿的关键，并通过制定切实可行的营销策略来吸引业务。
