Abstract
Healing economy, as a fast-developing economic form in the past two years, has gained more and more young people's love. However, there are few studies on the healing economy which study the choice of different types of beverage products by ordinary consumer demand, and lack research on the psychological motivation of emotional consumption and brand substitution attitudes. Therefore, this article uses emotional consumption as the starting point to study the factors and mechanism of young people's alternative attitudes towards healing beverage brands and categories. We divide consumers’ motivations for healing beverages into five categories, and find that social needs and trending needs have a significant positive impact on consumption substitution attitudes. However, mediating effect of consumption substitution attitudes between consumption motivation and behavior is not obvious. Besides, consumers are unable to turn healing brand identity attitudes into consumer behaviors due to insufficient brand education and lack of perceived value. Based on this, we can sort out the factors that influence consumers to choose healing drinks, so as to provide reference for the product packaging and marketing concept design of the healing brand.
Highlights
1.1 The Development of Healing Economy in ChinaHealing economy is one of the ten consumption trends proposed in the "2019 China Consumption Trends Report"
Some Chinese enterprises have already shifted their attention to consumer demands derived from the healing economy with brand new products launched
The influence of health healing and self-satisfaction motivations on the consumption substitution of healing beverages is greater than that of other motives. The reason for this difference in motivation is that, first, more precise sub-categories such as healing beverages provide consumers with more choices, prompting consumers to choose categories that are more satisfying for their health, physical, and psychological pleasure (Healing drinks)
Summary
Healing economy is one of the ten consumption trends proposed in the "2019 China Consumption Trends Report" It refers to a new wave of consumption that gives solace for individuals with increasing work pressures, family responsibilities, financial problems, economic crises, health issues, etc. While influencing the development of the healing economy at a deeper level. Such beverage brands include a range of drinks that help people reduce stress, get refreshed, sleep well and improve their health. "zero sugar" & "zero fat" drinks have come in a throng. In this battlefield, Genki Forest was the first to appear on stage and set off a new wave
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