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

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.