Sweetened Packaged Beverage Purchase Intention and Behavior based on Subjective Norm, Perceived Risk, and Perceived Value
Abstract
In the recent decade, sweetened packaged beverages have risen in Indonesia. Several studies have verified its adverse effects on health, and Indonesian media publish it frequently on their portals. It is necessary to investigate the relationship between the product purchase intention and frequency, with people’s perceived risk on the product and their exposure from media - including about the products’ adverse effects. This research surveyed 254 respondents via online questionnaire quantitatively. Then, principal component analysis is conducted to construct the perceived risk, perceived value, and subjective norm. Afterward, ordinal logistic regression is deployed to measure whether there is a significant relationship between those mentioned factors toward purchase intention. Finally, we conducted ordinary least square to test the significant relationship between intention and actual purchase behavior/frequency. It is found that only perceived value on the product and respondents’ reference group opinion on consuming the product significantly affects their purchase intention and actual purchase behavior. This means, neither perceived risk on the product nor media exposure affects respondents’ purchase intention and behavior. These findings are encouraging for sweetened packaged beverages company, while health officials and activists may find these results unfavorable.
Keywords: sweetened packaged beverages; theory of planned behavior; purchase intention; perceived risk; perceived value; mass media
References
[1] THE MINUTE MAID Company, ”History | Minute Maid® Indonesia,” 2017. [Online]. Available: http://www.minutemaid.co.id/id/history/#year2008. [Accessed 11 November 2017].W432W8784
[2] Wings Indonesia, ”Wings Indonesia,” 2016. [Online]. Available: http:// wingscorp.com/content/story.php?l=1&m=309&ul=4. [Accessed 11 November 2017].W432W8784
[3] T. Soeriaatmadja, ”Luwak White Coffee - YouTube,” 2012. [Online]. Available: https://www.youtube.com/watch?v=1dyY_i4LC88. [Accessed 11 November 2017].W432W8784
[4] Cimigo Indonesia, ”TOP coffee – nostalgia in a coffee cup Indonesia, Asia - Cimigo market research news,” 2016. [Online]. Available: http://www.cimigo.com/ en/news-events/top-coffee-nostalgia-coffee-cup-indonesia-asia. [Accessed 11 November 2017].W432W8784
[5] OT, ”Teh Gelas,” 2017. [Online]. Available: http://www.tehgelas.com/wpcontent/uploads/2017/02/201703-ACC-timeline.jpg. [Accessed 11 November 2017].W432W8784
[6] F. F. Daulay, ”Teh Pucuk Harum di Pameran UMKM PRSU - Tribun Medan,” 2011. [Online]. Available: http://medan.tribunnews.com/2011/07/06/teh-pucuk-harumdi pameran-umkm-prsu. [Accessed 11 November 2017].W432W8784
[7] J. J. DiNicolantonio, J. H. O’Keefe and S. C. Lucan, ”Added Fructose: A Principal Driver of Type 2 Diabetes Mellitus and Its Consequences,” Mayo Clinic Proceedings, vol. 90, no. 3, pp. 372-381, 2015. W432W8784
[8] M. Maersk, A. Belza, H. Stødkilde-Jørgensen, S. Ringgaard, E. Chabanova, H. Thomsen, S. B. Pedersen, A. Astrup and B. Richelsen, ”Sucrose-sweetened beverages increase fat storage in the liver, muscle, and visceral fat depot: a 6- mo randomized intervention study.,” The American Journal of Clinical Nutrition, vol. 95, no. 2, pp. 283-9, 2012. W432W8784
[9] V. S. Malik, B. M. Popkin, G. A. Bray, J.-P. Després, W. C. Willett and F. B. Hu, ”SugarSweetened Beverages and Risk of Metabolic Syndrome and Type 2 Diabetes,” Diabetes Care, vol. 33, no. 11, pp. 2477-2483, 2010. W432W8784
[10] M. B. Schulze, J. E. Manson, D. S. Ludwig, G. A. Colditz, M. J. Stampfer, W. C. Willett and F. B. Hu, ”Sugar-sweetened beverages, weight gain, and incidence of type 2 diabetes in young and middle-aged women,” JAMA, vol. 292, no. 8, pp. 927-934, 2004. W432W8784
[11] World Health Organization, ”Sugars intake for adults and children,” 2015.W432W8784
[12] A. A. Ikhsania, ”Tak Lagi Orangtua, Generasi Muda Rentan Menderita Diabetes, Ini Penyebab Utamanya!: Okezone Lifestyle,” 2017. [Online]. Available: https://lifestyle.okezone.com/read/2017/11/02/481/1807157/tak-lagi-orangtuagenerasi muda-rentan-menderita-diabetes-ini-penyebab-utamanya. [Accessed 17 November 2017].W432W8784
[13] F. D. Kusumaningrum, ”Tak hanya bikin diabetes, ini efek mengerikan lain akibat makan gula | merdeka.com,” 2017. [Online]. Available: https: //www.merdeka.com/sehat/tak-hanya-bikin-diabetes-ini-efek-mengerikanlain-akibat makan-gula.html. [Accessed 17 November 2017].W432W8784
[14] Goldokter, ”4 Teh yang Berkhasiat Bantu Menurunkan Gula Darah - Tribunnews.com,” 2017. [Online]. Available: http://www.tribunnews.com/tribunners/ 2017/11/06/4-teh-yang-berkhasiat-bantu-menurunkan-gula-darah. [Accessed 17 November 2017].W432W8784
[15] Kompas.com, ”Gula, Penyebab Utama Diabetes dan Obesitas - Kompas.com,” 2015. [Online]. Available: http://lifestyle.kompas.com/read/2015/02/03/ 121000223/Gula.Penyebab.Utama.Diabetes.dan.Obesitas. [Accessed 17 November 2017].W432W8784
[16] C. Hodgson, P. Lindsay and F. Rubini, ”Can Mass Media Influence Emergency Department Visits for Stroke?,” Stroke, vol. 38, no. 7, pp. 2115-2122, 2007. W432W8784
[17] R. Grilli, C. Ramsay and S. Minozzi, ”Mass media interventions: effects on health services utilisation,” Cochrane Database of Systematic Reviews, 2002. W432W8784
[18] M. A. Wakefield, B. Loken and R. C. Hornik, ”Use of mass media campaigns to change health behaviour,” The Lancet, vol. 376, no. 9748, pp. 1261-1271, 2010. W432W8784
[19] D. J. Terry and M. A. Hogg, ”Group Norms and the Attitude-Behavior Relationship: A Role for Group Identification,” Personality and Social Psychology Bulletin, vol. 22, no. 8, pp. 776-793, 1996. W432W8784
[20] A. Åstrøm and J. Rise, ”Young adults’ intention to eat healthy food: Extending the theory of planned behaviour,” Psychology & Health, vol. 16, no. 2, pp. 223-237, 2001. W432W8784
[21] K. L. Johnston and K. M. White, ”Binge-Drinking: A Test of the Role of Group Norms in the Theory of Planned Behaviour,” Psychology & Health, vol. 18, no. 1, pp. 63-77, 2003. W432W8784
[22] R. Cohen, ”Sugar,” 2013. [Online]. Available: http://ngm.nationalgeographic.com/ 2013/08/sugar/cohen-text. [Accessed 20 November 2017].W432W8784
[23] USDA FAS, ”Sugar: World Market and Trade,” November 2017. [Online]. Available: https://apps.fas.usda.gov/psdonline/circulars/sugar.pdf. [Accessed 20 November 2017].W432W8784
[24] B. Higman, Jamaica Surveyed: Plantation Maps and Plans of the Eighteenth and Nineteenth Centuries, Jamaica: University of the West Indies Press, 2001. W432W8784
[25] FAO, ”FAOSTAT,” 2017. [Online]. Available: http://www.fao.org/faostat/en/#data/ QC. [Accessed 20 November 2017].W432W8784
[26] USDA ERS, ”Economic Research Service of United States Department of Agriculture,” 1 June 2015. [Online]. Available: http://www. ers.usda.gov/datafiles/Sugar_and_Sweeteners_Yearbook_Tables/ US_Consumption_of_Caloric_Sweeteners_/table50.xls. [Accessed 20 November 2017].W432W8784
[27] J. J. DiNicolantonio, S. C. Lucan and J. H. O’Keefe, ”The Evidence for Saturated Fat and for Sugar Related to Coronary Heart Disease,” Progress in Cardiovascular Diseases, vol. 58, no. 5, pp. 464-472, 2016. W432W8784
[28] G. Hochbaum, I. Rosenstock and S. Kegels, ”Health belief model,” United States Public Health Service, 1952. W432W8784
[29] V. A. Zeithaml, ”Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, vol. 52, no. 3, pp. 2-22, 1988. W432W8784
[30] C.-L. Hsu and J. C.-C. Lin, ”What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value,” Electronic Commerce Research and Applications, vol. 14, no. 1, pp. 46-57, 2015. W432W8784
[31] I. Ajzen, ”The theory of planned behavior,” Organizational Behavior and Human Decision Processes, pp. 179-211, 1991. W432W8784
[32] A. C. Gunther, D. Bolt, D. L. G. Borzekowski, J. L. Liebhart and J. P. Dillard, ”Presumed Influence on Peer Norms: How Mass Media Indirectly Affect Adolescent Smoking,” Journal of Communication, vol. 56, no. 1, pp. 52-68, 2006. W432W8784
[33] K. L. L’Engle, J. D. Brown and K. Kenneavy, ”The mass media are an important context for adolescents’ sexual behavior,” Journal of Adolescent Health, vol. 38, no. 3, pp. 186-192, 2006. W432W8784
[34] S. D. Simon, ”P.Mean,” 2004. [Online]. Available: http://www.pmean.com/04/ OrdinalLogistic.html. [Accessed 16 May 2018].W432W8784
[35] S. J. Walters, ”Sample size and power estimation for studies with health related quality of life outcomes: a comparison of four methods using the SF-36,” Health and Quality of Life Outcomes, vol. 2, p. 26, 2004. W432W8784
[36] P. F. Belgiawan, J.-D. Schmöcker, M. Abou-Zeid, J. Walker and S. Fujii, ”Modelling social norms: Case study of students’ car purchase intentions,” Travel Behaviour and Society, pp. 12-25, 2017. W432W8784
[37] L. R. Fabrigar, D. T. Wegener, R. C. MacCallum and E. J. Strahan, ”Evaluating the Use of Exploratory Factor Analysis in Psychological Research,” Psychological Methods, vol. 4, no. 3, pp. 272-299, 1999. W432W8784
[38] J. D. Brown, ”Likert items and scales of measurement?,” Shiken: JALT Testing & Evaluation SIG Newsletter, pp. 10-14, March 2011. W432W8784
[39] I. Mawardi, ”Tribun Jabar,” 2017. [Online]. Available: http://jabar.tribunnews.com/ 2017/11/17/ridwan-kamil-upah-minimum-kota-bandung-naik-87-persen-jadirp-309-juta. [Accessed 22 May 2018].W432W8784
[40] I. Defianti, ”Liputan6.com,” 2017. [Online]. Available: https://www.liputan6.com/ news/read/3148203/anies-ump-dki-2018-perhitungkan-kepentingan-buruhdan pengusaha. [Accessed 22 May 2018].W432W8784
[41] WHO, ”World Health Organization – Diabetes country profiles, 2016,” 2016. [Online]. Available: http://www.who.int/diabetes/country-profiles/idn_en.pdf. [Accessed 25 May 2018].W432W8784