Catharina Clara, Alycia Angel

Revisiting Healthy Beverage Purchase Drivers Among Young Indonesian Consumers

Introduction

Revisiting healthy beverage purchase drivers among young indonesian consumers. Explore healthy beverage purchase drivers among young Indonesian consumers. This study reveals how social environment and health consciousness impact buying decisions, while ethical marketing has no direct effect. Marketers should focus on peer influence and clear health benefits.

Abstract

This study investigates the influence of ethical marketing, social environment, and health consciousness on consumers’ purchasing decisions of beverages claimed to be “healthy.” Employing a quantitative approach with a purposive sample of 193 respondents, data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The findings show that social environment and health consciousness significantly influence purchase decisions, while ethical marketing does not have a direct impact. Furthermore, health consciousness does not moderate the relationship between ethical marketing or social environment and purchasing decisions. These results suggest that consumers are more strongly influenced by social factors and personal health awareness than by ethical marketing messages alone. The study’s contribution lies in its integrated model, which examines the combined and interactive effects of these variables—offering a more comprehensive understanding of consumer behavior in the growing health beverage sector. While previous research has considered these factors separately, this study highlights the relative strength of social and health-driven motivations and reveals the limited moderating role of health consciousness—an area often overlooked in existing literature. Practically, marketers should prioritize strategies that leverage peer influence and social media engagement while communicating clear health benefits to enhance brand appeal. Ethical marketing efforts may be more effective when embedded within socially resonant and health-oriented narratives. For policymakers, these findings underscore the importance of promoting public health awareness and ensuring transparent marketing practices. Overall, the study offers new insights relevant to both academic and industry efforts aimed at encouraging responsible and health-conscious consumer behavior.

Review

This study, "Revisiting Healthy Beverage Purchase Drivers Among Young Indonesian Consumers," presents a valuable quantitative investigation into the factors influencing the purchase of beverages marketed as "healthy." Focusing on young Indonesian consumers, the research meticulously examines the direct and interactive effects of ethical marketing, the social environment, and health consciousness on purchasing decisions. Employing Structural Equation Modeling (SEM) with SmartPLS 4 on a purposive sample of 193 respondents, the study aims to provide a comprehensive understanding of consumer behavior in this increasingly scrutinized segment of the beverage market. The findings offer several significant insights. Notably, the social environment and individual health consciousness emerged as strong, significant predictors of healthy beverage purchasing decisions. Conversely, ethical marketing did not demonstrate a direct impact on these decisions, suggesting consumers are more swayed by social norms and personal health awareness. A particularly interesting contribution lies in the revelation that health consciousness does not moderate the relationships between ethical marketing or social environment and purchasing decisions—an aspect the authors highlight as often overlooked. This integrated model thus provides a more nuanced understanding, emphasizing the primary role of social and health-driven motivations while clarifying the limited direct influence of ethical marketing alone. The practical implications derived from this research are substantial for both industry and public health. Marketers are advised to prioritize strategies that capitalize on peer influence and social media engagement, alongside clearly articulating health benefits, rather than solely emphasizing ethical claims. The study suggests that ethical marketing efforts would be more effective if embedded within broader, socially resonant and health-oriented narratives. For policymakers, these findings underscore the critical need for continued public health awareness campaigns and the enforcement of transparent marketing practices. Overall, this research provides robust, empirically-backed insights that can inform more effective strategies for encouraging responsible and health-conscious consumer behavior among young Indonesians.

Full Text

Comments

You need to be logged in to post a comment.