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All Journal Journal of Consumer Science The Asian Journal of Technology Management (AJTM) Journal of Consumer Sciences The Indonesian Journal of Social Studies Bakti Budaya: Jurnal Pengabdian kepada Masyarakat Industrial Research Workshop and National Seminar Jurnal Bisnis dan Kewirausahaan
Kania, Rafiati
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Journal : Journal of Consumer Science

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The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages Fathin, Firya Fadhila; Sosianika, Adila; Amalia, Fatya Alty; Kania, Rafiati
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.360-378

Abstract

This study explored the purchasing intentions of Generation Y and Generation Z concerning functional beverages, with a focus on health awareness and trust as key influencing factors. This research aims to investigate the determinant factors of the consumption of functional beverages as an alternative to sugary drinks among Generation Y and Z in Indonesia. The study population comprises individuals aged 18 to 40, with a particular focus on Generation Y (born 1981-1996) and Generation Z (born 1997-2012) in the West Java Region. Purposive sampling was carried out to select 406 participants. Primary data were collected through a Google Form-hosted online questionnaire, focusing on respondents' characteristics, purchasing habits, health consciousness, and intentions to purchase functional beverages. SmartPLS 3.0 was employed to analyze the data. Various analyses, including descriptive, measurement, Fornell-Larcker, structural model, and path analyses, were carried out. The results indicated noteworthy connections between health consciousness, trust, and purchase intention. Respondents, primarily from Generation Z, exhibited a positive inclination towards health consciousness and trust, suggesting a promising opportunity for the functional beverage industry.
Co-Authors Amalia, Fatya Alty Arie Indra Gunawan Fathin, Firya Fadhila Lina Setiawati Putri, Natasya Laila Ramadhani, Nabila Shafira Senalasari, Widi Sosianika, Adila Wibisono, Nono