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Applying Extended Theory of Planned Behavior to Investigate Energy Drink Consumption Behavior Among General Public in the United States

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Applying Extended Theory of Planned Behavior to Investigate Energy Drink Consumption Behavior Among General Public in the United States Applying Extended Theory of Planned Behavior to Investigate Energy Drink Consumption Behavior among General Public in the United States by Yujia Wang A thesis submitted to the Graduate Faculty of Auburn University in partial fulfillment of the requirements for the Degree of Master of Science Auburn, Alabama May 7, 2016 Keywords: Energy drinks, Theory of Planned Behavior, Knowledge, Consumption Intention Copyright 2016 by Yujia Wang Approved by Yee Ming Lee, Chair, Associate Professor of Nutrition, Dietetics, and Hospitality Management David Martin, Associate Professor of Nutrition, Dietetics, and Hospitality Management Imran Rahman, Assistant Professor of Nutrition, Dietetics, and Hospitality Management Abstract The sales of energy drinks will reach $21.5 billion in 2017. Energy drinks could boost energy but also bring some side effects. This study explored consumers’ energy drink consumption behavior based on extended Theory of Planned Behavior. Specific objectives were to 1) examine current energy drinks consumption among consumers, 2) investigate consumers’ attitudes, subjective norms, perceived behavior control and knowledge about energy drinks, and 3) identify variables that influenced consumers’ energy drinks consumption intention. The survey instrument was developed based on previous researches, pilot-tested, and revised based on feedback received. A total of 539 usable questionnaires were collected through Amazon Mechanical Turk. Descriptive statistics, logistic regression and one-way Analysis of Variance were used for data analysis. The results indicated that energy drinks consumption was more prevalent among young adults aged 21 to 40 (n=430, 79.8%) mainly to increase energy level (n=517, 95.9%) and compensate for insufficient sleep (n=439, 81.0%). Overall, consumers demonstrated slightly positive attitudes toward energy drinks (3.6±0.7). Friends mainly influenced participants’ consumption of energy drinks (3.6±1.3). Barriers of consuming energy drinks were taste (4.34±0.9) and cost (4.34±0.9). The mean energy drink knowledge score was 4.63±1.30 of 9 points. Gender (p<0.01), educational level (p<0.01), income (p<0.05), attitude (p<0.001) and perceived behavior control (p<0.01) were significant predictors of future consumption intention. ii Acknowledgments First, and most of all, I would like to thank my major professor, Dr. Yee Ming Lee, for her expertise, guidance, assistance and patience throughout the process of writing this thesis. Without her unreserved supports and encouragement, I could not have completed this work. It is a great honor to learn from such a respected and beloved professor. I would like to express my appreciations to my committee members, Dr. Martin and Dr. Rahman, for their generous and helpful suggestions. Their comments and feedbacks improved this project and added more value to it. I would like to extend my sincere gratitude to my parents for their love and supports from every aspect. Last, but not the least, I would like to thank my best friends, Mr. Kenghin Cheong Ms. Yining Deng and Ms. Jiali Tang for keeping me company on long walk; and to everyone else who helped contributed to this project. iii Table of Contents Abstract ......................................................................................................................................... ii Acknowledgments ....................................................................................................................... iii List of Tables ............................................................................................................................... vi List of Figures ............................................................................................................................. vii List of Abbreviations ................................................................................................................. viii Chapter 1 Introduction .................................................................................................................. 1 Background .............................................................................................................................. 1 Statement of Problem .............................................................................................................. 2 Statement of Purpose .............................................................................................................. 3 Specific Objectives ................................................................................................................. 3 Research Questions .................................................................................................................. 4 Significance of study ................................................................................................................ 4 Assumptions ............................................................................................................................. 5 Limitations ............................................................................................................................... 5 Definition of Terms .................................................................................................................. 6 References ................................................................................................................................ 8 Chapter 2 Literature Review ....................................................................................................... 10 Global Market ........................................................................................................................ 10 U.S. Market and Leading Brands ........................................................................................... 11 iv Active Ingredients and related Side Effects ........................................................................... 17 Function of Energy Drinks ..................................................................................................... 24 Consumers’ Profile ................................................................................................................ 26 Consumption Pattern and Reason for Use ............................................................................. 27 Theory of Planned Behavior ................................................................................................. 28 Attitude .......................................................................................................................... 30 Subjective Norms .......................................................................................................... 30 Perceived Behavior Control ........................................................................................... 31 Theory of Planned Behavior in Beverage Consumption……………………………… 32 Knowledge…………………………………………………………………………….. 33 Model of Extended Theory of Planned Behavior ……………………………………...35 References ...................................................................................................................... 36 Chapter 3 Methodology .............................................................................................................. 39 Sampling and Recruitment ........................................................................................... 40 Survey Development ..................................................................................................... 40 Pilot Study ...................................................................................................................... 44 Data Collection ............................................................................................................... 45 Data Analysis ................................................................................................................. 46 Reference ....................................................................................................................... 47 Chapter 4 Results ...................................................................................................................... 48 Demographics ............................................................................................................... 48 Energy Drinks Consumption .......................................................................................... 50 Reasons for Consumption ............................................................................................... 51 ii Attitudes .......................................................................................................................... 52 Subjective Norms ........................................................................................................... 53 Perceived Behavioral Control ......................................................................................... 54 Knowledge ...................................................................................................................... 56 Side Effects ..................................................................................................................... 57 Future Consumption Intentions ...................................................................................... 58 Chapter 5 Discussion, Implication and Limitations ................................................................... 62 Conclusion .....................................................................................................................
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