Author(s): Nilamadhab Mohanty, Prerna Sinha and Sakshi Nath
This study explores the reasons influencing the consumption of malt-based health drinks in India. Specifically, the study applies the behavioral reasoning theory framework to examine the influence of consumer reasons on attitude, interest, and consumption behavior using a sample of 502 participants. The PLS-SEM results confirm the hypotheses; reasons influence consumer attitude, intention, and consumption of malt-based health drinks. In particular, the findings suggest that reasons against consumption explain the most variance in intention to consume malt-based health drinks, whereas consumer reasons for consumption explain the most variance in health drink consumption behavior. The findings also imply that campaigns targeting interest generation should attempt to reduce consumer reasons against consumption. Similarly, campaigns designed to influence behavior should try to bolster consumer reasons for health drink consumption.