Understanding Consumers’ Functional Beverages Purchase Intention: Modeling the Impact of Explanatory Factors

¹ University of Plovdiv Paisii Hilendarski, Faculty of Economics and Social Sciences, Department of Marketing and International Economic Relations, Plovdiv, Bulgaria
² University of Food Technology, Faculty of Economics, Department of Mathematics, Physics and Information Technology, Plovdiv, Bulgaria

^* Corresponding author: teofana.dimitrova@uni-plovdiv.bg

Abstract

This study explores the factors influencing consumer purchase intentions toward functional beverages (FB), a rapidly growing sector in the health-focused global market. Specifically, the research investigates the impact of four key factors: egoistic value, altruistic value, perceived health benefits of FB, and consumer innovativeness. Using a volunteer sample of 318 respondents, data were collected via an online questionnaire and analyzed through Covariance-Based Structural Equation Modeling (CB-SEM). The results confirm that all hypothesized relationships were significant, with egoistic and altruistic value orientations, perceived FB health benefits, and consumer innovativeness positively affecting purchase intentions. These findings highlight the importance of personal values, as well as health benefits and innovativeness, in shaping consumer behavior. The study offers insights for manufacturers and marketers to better align their products with consumer preferences in the growing functional beverage market.