Assessing consumer attitudes toward fermented drink consumption: an antecedent and mediation framework

The growing public concern about health and wellness has contributed to the increased interest in functional foods and beverages, including fermented drinks known for their potential health benefits. Understanding the psychological and behavioral factors that influence such acceptance has garnered significant attention. This study addresses this gap by investigating the influence of perceived healthism, perceived knowledge, beverage neophobia, and product price on consumer attitudes and purchase intentions toward fermented beverages. Attitude theory serves as the foundational framework, with trust examined as a potential mediating variable. A total of 398 data were collected through structured survey questionnaires from grocery shoppers. The results reveal that all the hypotheses are supported. Trust was found to significantly mediate the relationship between attitudes and purchase intentions, suggesting its crucial role in the decision-making process. These findings offer practical insights for policymakers, marketers, and public health advocates seeking to promote fermented beverages as part of a healthy and sustainable diet. The study contributes to both theoretical understanding and practical strategies for promoting healthier consumption patterns.