Predicting Intentions to Use Non-Alcoholic Drinks: Applying the Theory of Planned Behaviour (TPB)

Introduction: Non-alcoholic drinks brands such as; sodas, juices, beers, gins, wines, stouts, Heinekens, lagers, spirits, sparkling ciders, and pale ales, etc. are the fastest growing area in the industry, and investment has meant the quality of such drinks is improving rapidly. The demand for these beverages is complex and changes over time with the introduction of new brands. However, little is known about consumers’ intention to use these drinks, and very little social research has explored this to date. Recent developments in non-alcoholic drinks markets have heightened the need for research on consumers’ intention to use non-alcoholic drinks and how different attributes influence these behaviours. This study sought to predict consumers’ intention to use non-alcoholic drinks based on the Theory of Planned Behavior (TPB). Methods: The study adopted a cross-sectional design comprising a quantitative method. Ajzen’s Theory of Planned Behavior is used as a theoretical framework and postulates three components: attitude, subjective norms, and perceived behaviour control. Data were collected online from 200 participants using a self-administered questionnaire. The participants were between 18 and 50 years old and residing in the United Kingdom. Results were presented in frequencies, percentages, means, and standard deviation. The multiple regression model was used to predict whether independent variables are associated with the dependent variable. Results: The findings of this study demonstrate that subjective norms predominantly influence the intention to use non-alcoholic drinks. Hence subjective norms ( p <.001) had a significant association with intention. The other covariates were not statistically significant. Conclusion: This study's practical implications contribute knowledge to investors, industries, and manufacturers in expanding their market and to governmental organizations in stimulating non-alcoholic consumption in the country.