University of South Australia, Adelaide, South Australia, Australia.
Flinders University, Bedford Park, South Australia, Australia.
PLoS One. 2022 May 2;17(5):e0267726. doi: 10.1371/journal.pone.0267726. eCollection 2022.
This study empirically examines consumer demand for healthy beverages within the hospitality industry. The research investigates sociodemographic and motivational factors that influence consumers' 'willingness to pay a premium' (WTPP) price for healthy beverages using survey data from 1021 consumers in Australia and New Zealand (NZ). Water and juice are rated as representing 'healthy' beverages sold by hospitality businesses. Under 2% of respondents consider sugar free drinks as being healthy. Consumers rate a 'healthy' beverage as having low/no sugar, natural/no additives, or containing vitamins and minerals. Less than 1% of respondents identify 'probiotics' or 'organic' as a healthy beverage. Censored Poisson finds consumers who frequently eat out or are younger have higher WTPP. Healthy eating goals increase WTPP, whereas food economizing goals decreases WTPP. Food hedonism goals reduces consumers' WTPP, and gender differences moderates this relationship. The findings present new insights on consumer behavior and healthy consumption in hospitality.
本研究实证考察了酒店业中消费者对健康饮料的需求。该研究使用来自澳大利亚和新西兰（NZ）的 1021 名消费者的调查数据，调查了影响消费者对健康饮料“溢价支付意愿”（WTPP）价格的社会人口和动机因素。水和果汁被评为酒店企业销售的“健康”饮料。只有不到 2%的受访者认为无糖饮料是健康的。消费者将“健康”饮料定义为低糖/无糖、天然/无添加剂或含有维生素和矿物质。不到 1%的受访者认为“益生菌”或“有机”是健康饮料。经审查的泊松发现，经常外出就餐或更年轻的消费者具有更高的 WTPP。健康饮食目标会增加 WTPP，而节省食物目标则会降低 WTPP。享乐主义目标会降低消费者的 WTPP，而性别差异会调节这种关系。这些发现为酒店业中的消费者行为和健康消费提供了新的见解。
