Exploring the Effects of Food Neophobia, Social Lifestyle, and Health Consciousness on Purchase Intention: A Case Study of Boat Lily Kombucha
Keywords:
Kombucha, Food Neophobia, Social Lifestyle, Health Consciousness, Purchase IntentionAbstract
This research aims to investigate the influence of psychological factors, namely food neophobia, social lifestyle, and health consciousness, on the purchase intention of an innovative beverage product: kombucha derived from Boat Lily (Tradescantia spathacea). Employing a quantitative research design, data were collected from a sample of 402 consumers aged between 20 and 60 years who had previously consumed or were interested in kombucha products. A systematic sampling method was utilised, and a questionnaire served as the data collection instrument. The data were analysed using Structural Equation Modelling (SEM). The research model demonstrated a good fit with the empirical data (CMIN/DF = 2.403, NFI = 0.922, RFI = 0.912, IFI = 0.953, CFI = 0.953, RMSEA = 0.059). Hypothesis testing indicated that health consciousness exerted a statistically significant positive influence on purchase intention (β = 0.23, p < .001), whereas food neophobia had a statistically significant negative influence on purchase intention (β = -0.36, p < .001). However, no significant influence from social lifestyle on purchase intention was found. The results suggest that when marketing innovative beverage products, practitioners should prioritise communicating health benefits to attract health-conscious consumers, whilst simultaneously fostering product familiarity and mitigating perceptions of novelty to overcome barriers associated with food neophobia.
Downloads
References
Ajzen, I., & Kruglanski, A. W. (2019). Reasoned action in the service of goal pursuit. Psychological review,126(5), 774.
Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M. (2019). Understanding the antecedents of organic food consumption in Pakistan: moderating role of food neophobia. International journal of environmental research and public health, 16(20), 4043.
Akkaya, M. (2021). Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories. European research on management and business economics, 27(3), 100155.
Arvola, A., Lähteenmäki, L., & Tuorila, H. (1999). Predicting the intent to purchase unfamiliar and familiar cheeses: The effects of attitudes, expected liking and food neophobia. Appetite, 32(1), 113-126.
Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of personality and social psychology, 37(6), 913.
Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons.
Browne, M. W., Cudeck, R., Bollen, K. A., & Long, J. S. (1993). Alternative ways of assessing model fit. Testing structural equation models, 154(4), 136-162.
Çınar, Ç., Karinen, A. K., & Tybur, J. M. (2021). The multidimensional nature of food neophobia. Appetite, 162, 105177.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
Espinosa, A., & Kadic-Maglajlic, S. (2018). The mediating role of health consciousness in the relation between emotional intelligence and health behaviors. Frontiers in psychology, 9, 2161.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
George, D., & Mallery, P. (2024). IBM SPSS statistics 29 step by step: A simple guide and reference. Routledge.
Gould, S. J. (1988). Consumer attitudes toward health and health care: A differential perspective. Journal of Consumer Affairs, 22(1), 96-118.
Gould, S. J. (1990). Health consciousness and health behavior: the application of a new health consciousness scale. American journal of preventive medicine, 6(4), 228-237.
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2018). Multivariate Data Analysis. CENGAGE INDIA.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Hung, K. p., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R., & Chou, C. l. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), 457-467.
Hung, N. T. T., & Tuan, H. Q. (2022, 25 -30 July, 2022 ). Factors and levels affecting vietnamese consumers’purchase intentions related to kombucha tea. In Dominique Valentin, Sylvie Chollet, Hervé Abdi, Uyen Thuy Xuan Phan, & D. H. Nguyen, SPISE 2020+2: From Concept to Market: Sensory Evaluation in Asia, Hanoi, Vietnam.
Jeyakumar, N. R., Soekmawati, S., Victor, V., Popp, J., Fekete-Farkas, M., & Oláh, J. (2021). Food innovation adoption and organic food consumerism—A cross national study between Malaysia and Hungary. Foods, 10(2), 363.
Kaiser, H. F. (1960). The application of electronic computers to factor analysis. Educational and psychological measurement, 20(1), 141-151.
Kallas, Z., Vitale, M., & Gil, J. M. (2019). Health innovation in patty products. the role of food neophobia in consumers’ non-hypothetical willingness to pay, purchase intention and hedonic evaluation. Nutrients, 11(2), 444.
Loewen, R., & Pliner, P. (2000). The food situations questionnaire: a measure of children's willingness to try novel foods in stimulating and non-stimulating situations. Appetite, 35(3), 239-250.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies, 32(2), 163-170.
Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of experimental social psychology, 5(1), 12-30.
Pliner, P., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite, 19(2), 105-120.
Proctor, A. S., Barth, A., & Holt‐Lunstad, J. (2023). A healthy lifestyle is a social lifestyle: The vital link between social connection and health outcomes. Lifestyle Medicine, 4(4), e91.
Schubert, E., & Bode, S. (2023). Positive emotions and their upregulation increase willingness to consume healthy foods. Appetite, 181, 106420.
Soper, D. S. (2020). A-priori sample size calculator for structural equation models [Software]. Retrieved 3rd of August 2025 from https://www.danielsoper.com/statcalc/calculator.aspx?id=89
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
Vargas, A. M., de Moura, A. P., Deliza, R., & Cunha, L. M. (2021). The role of local seasonal foods in enhancing sustainable food consumption: A systematic literature review. Foods, 10(9), 2206.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Accountancy and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารการบัญชีและการจัดการ
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยมหาสารคาม และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
