Sustainability, Vol. 11, Pages 3279: `Drink It or Not`: Soft Drink Anticonsumption Behavior and the Mediating Effect of Behavioral Intentions (Sustainability)

Increased health risks and obesity resulting from soft drink consumption have received considerable attention worldwide. The purpose of this empirical study was to explore the antecedents of soft drink anticonsumption behavior in China using structural equation modeling techniques by analysis of moment structures (AMOS). Soft drink anticonsumers think that these drinks are unhealthy, and consumer attitude and behavioral intention towards anticonsumption behavior were found to be significant. Individual and sociocultural factors were also positively associated with anticonsumption of soft drinks in China. Future studies could examine gender differences in anticonsumption behavior. A large sample size would be more reflective in other contexts. Regarding health and obesity-reduction concerns, this study provides useful implications for marketers and policymakers. Soft drink marketers can integrate obesity-reduction efforts through social marketing. This study has put forward a conceptual framework for soft drink anticonsumption behavior focusing on health concerns and the effect of sociocultural factors on anticonsumption.