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.
Highlights
On many social occasions, alcohol plays a medium role in bringing people closer
Hypotheses 7 (H7) was not supported because the results indicated the opposite direction, where perceived behavioral control negatively affected alcohol identity (β = −0.10, p < 01)
The results reveal that the model explained 59% and 66% of the variance of alcohol identity and purchase intention, respectively
Summary
Alcohol plays a medium role in bringing people closer. Beer is the most consumed beverage and plays an important role in social activities [1]. Because of the importance of the beer market, previous studies have explored beer consumer behavior from multiple perspectives. Researchers have discussed this topic from the perspective of the product and brand. Some researchers have indicated that brand familiarity [5] and design awareness [6] affect the consumer’s beer consumption attitude or behavioral intention. Other researchers have investigated the topic from the perspective of consumer characteristics or behavior, such as lifestyle [7], ethnocentrism [8], and the demand for alcohol [9], and have found that these factors affect their beer consumption behavior
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