ArticleFoods (Basel, Switzerland)2020
Hypotheses for the Reasons behind Beer Consumer's Willingness to Purchase Beer: An Expanded Theory from a Planned Behavior Perspective.
Article in Foods (Basel, Switzerland), 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 6 papers.
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6 citing papers in PubMed.
- Development and Validation of a Consumer-Oriented Sensory Evaluation Scale for Pale Lager Beer.Foods (Basel, Switzerland) · 2025Article
- Modeling predictors of behavior of American consumers suffering from food intolerances or food allergies.PloS one · 2025Article
- Article
- The nomological network of drinker identity: A scoping review.Addictive behaviors · 2023Article
- Examining the factors shaping consumer attitude towards the popular alcoholic beverages in Hungary.Heliyon · 2022Article
- An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour.Foods (Basel, Switzerland) · 2021Article
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Abstract
Because beer is one of the most common alcoholic beverages consumed in the world, this research adopted an expanded theory of planned behavior (TPB) perspective to understand why beer consumers purchase beer. This study investigated the effects of injunctive norms, descriptive norms, attitude, and perceived behavioral control on alcohol identity and purchase intention. The possible mediating role of alcohol identity was also investigated. This study was conducted in Taiwan, and a total of 452 beer consumers participated in the survey. Structural equation modeling was used to examine the relationship among the study variables. The results revealed that alcohol identity positively influences purchase intention, and attitude positively affects alcohol identity and purchase intention. In addition, injunctive norms have a positive influence on alcohol identity, and descriptive norms positively affect purchase intention. In particular, perceived behavioral control has a negative influence on alcohol identity but has a positive influence on purchase intention. This study also found that alcohol identity mediates the attitude-purchase intention relationship. By examining the consumption behavior of beer consumers from the TPB perspective, this study contributed to an understanding of beer consumption behavior.
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