ATTITUDE AS THE GATEWAY: EXTENDING THE THEORY OF PLANNED BEHAVIOR TO MODEL LOW-ALCOHOL BEVERAGE CONSUMPTION AMONG CHINESE GEN Z
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Abstract
Purpose: This study addressed a critical gap regarding how contemporary lifestyle factors, specifically Health Consciousness, Cultural Trends, and Digital Engagement, affect market demand for low-alcohol beverages among China’s digitally native Generation Z. The research expanded the Theory of Planned Behavior (TPB) to examine whether these factors act as direct triggers for behavioral or as upstream antecedents shaping consumer attitude.
Study Design/Methodology/Approach: Using a quantitative, cross-sectional approach, data were gathered through self-administered surveys from Generation Z consumers (n = 397) in China’s first-tier cities. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the structural relationships and mediation pathways between core TPB constructs and extended lifestyle factors.
Findings: Analysis confirmed core TPB antecedents as significant predictors: Attitude (β = .441, p < .001), Subjective Norms (β = .236, p < .001), and Perceived Behavioral Control (β = .162, p < .001). Attitude emerged as the primary factor, accounting for 76% of the variance (R2 = .76). Critically, Health Consciousness, Digital Engagement, and Cultural Trends showed no significant direct effects. However, Health Consciousness and Digital Engagement were entirely mediated by Attitude, indicating that they shape consumer perception rather than trigger direct action.
Originality/Value: This paper extended the TPB by proposing a hierarchical structure where external influences must first be internalized as favorable attitudes to drive intention. This provides empirical evidence clarifying the role of modern lifestyle variables. Managerially, results suggest focusing on emotional branding to strengthen the dominant Attitude factor, the essential gateway to purchase, over generalized digital promotion. The study also offers culture-specific validation of the TPB within the Chinese context.
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