Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators
This study investigates the predictors and mediators of branded functional beverage consumption behaviour (CB) within the Gen Z demographic group in Bulgaria. An integrated model based on two widely known psychosocial theories was developed to examine the relationships between the consumers’ persona...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-08-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/8/670 |