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PurposeThis paper aims to predict the post-pandemic intention of Indian consumers to participate in tourism and hospitality T&H events by incorporating the perception of Covid-19 (PCOV) into the theory of planned behavior (TPB). It also examines the relationship among attitude, subjective norm, perceived behavioral control, behavioral intention and PCOV.Design/methodology/approachThis research employed a quantitative research technique, with data collected using an online questionnaire-based survey from August 23 to October 29, 2021. The sampling approach is convenient, and the sample of this study is comprised of individuals who follow events pages on social networking sites.FindingsThe findings of SEM revealed that the proposed model has better explanatory and predictive power. The path analysis showed that all the variables of the TPB are significantly and positively associated with the post-pandemic intention to participate in the T&H events. However, the PCOV is negatively associated with the post-pandemic intention.Research limitations/implicationsThe results of this study give an idea about the post-pandemic intention of Indian consumers to participate in T&H events. The results of this study revealed important practical implications for event management organizations, travel agencies that deal in events, the T&H industry, tourism planners and other stakeholders, as these findings may be used to develop effective marketing strategies.Originality/valueThere has been a lot of research on TPB in the context of coronavirus, but to the best of the authors' knowledge, there is a gap in the literature regarding the intention to participate in T&H events. Hence, this research fills that gap.
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This study aimed to elicit the critical factors influencing Indian domestic vacationers' travel intention for leisure vacation destination choice amidst COVID-19. The study proposed a new model based on the theory of planned behaviour (TPB), expanding it by adding contextual variables like perceived risk, perceived knowledge of COVID-19, and information search behaviour. The study used a quantitative approach using online social media platforms and emails of 312 respondents to analyze and test the hypotheses using IBM SPSS and AMOS tools. The results indicated that physical and functional risk negatively influenced attitude;whereas, psychological risk negatively influenced travel intention. Perceived knowledge of COVID-19 significantly influenced travel intention. Attitude strongly mediated subjective norms, perceived behavioral control, and perceived knowledge of COVID-19 to travel intention. This explains the strong implications for travel destination marketers for marketing safer destination choices to vacationers. © 2022, Associated Management Consultants Pvt. Ltd.. All rights reserved.
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BACKGROUND: Online health communities (OHCs) provide a new channel for users to obtain more health-related information and support, playing an important role in alleviating hospital congestion and uneven medical resource distribution, especially during the COVID-19 pandemic in China. An in-depth study of users' continuous usage is of great value for the long-term development of OHCs. OBJECTIVE: The purpose of this study is to explore the factors that influence users' continuous usage in online health communities based on the theory of planned behavior (TPB) and social cognitive theory (SCT). METHODS: Data from 480 users with experience in online health communities were collected through a questionnaire survey, and structural equations were applied to verify the model hypotheses empirically. RESULTS: Self-efficacy and controllability have significant effects on users' continuous intention; attitude has a significant relationship with continuous intention; social norms have a positive effect on continuous intention. Moreover, the relationship between continuous intention and behavior is positive. Self-efficacy and outcome expectations have significant positive associations with continuous usage. Finally, system quality, information quality, and social interaction ties have significant and positive relationships to continuous usage. CONCLUSION: To improve the level of user's continuous usage, online health service providers can improve the quality of the community by organizing the website's page layout, navigation menus, and site elements to ensure users quickly search and find what they want meanwhile try to change people's cognition gradually, in addition, decision and policymakers should provide more favorable policies to stimulate and help provider in building and managing strategic plans for sustaining a thriving online community. A supportive climate in society through public service advertisements and others for the sake of OHCs is necessary. LIMITATIONS: (1) This study collected data through a cross-sectional survey. Thus, it lacked the process of capturing the changes in participants' attitudes toward all variables. (2) The environmental factors in SCT theory need to be more comprehensive, containing online factors without offline factors. (3) The dates were obtained from China, which neglects the different cultural content.
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With the end of the pandemic and the lifting of the lockdown, the consumer market experienced revenge buying. The purpose of this study is to investigate the causes of revenge buying using the stimulus-organ-response (SOR) framework and the theory of planned behavior (TPB) model. Structural equation modeling was used to analyze data collected from 350 residents of Shanghai, China, after the city's lockdown was lifted. The findings imply that perceived scarcity, perceived susceptibility, and social influence regarding the lockdown can stimulate in-dividuals' anxiety, inducing behavioral intentions and ultimately leading to revenge buying consumer behavior. Theoretically, this study provides a novel explanation of revenge buying behavior. Additionally, conclusions offer ramifications for management and implementation strategies for dealing with revenge buying after sudden disasters.
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SMEs, including cultural and creative firms, are encountering increasingly difficult obstacles in today's competitive landscape. In particular, during the COVID-19 pandemic, these SMEs had to confront significant challenges that endangered their survival, requiring a shift in their business model. Many successful firms responded to this crisis by adopting business model innovation (BMI) as a strategic solution. The pandemic also emphasised the importance of sustainable practices and the necessity to enhance readiness for and responsiveness to future challenges. This study proposes examining Sustainable Business Model Innovation in the light of the Theory of Planned Behavior. While some studies have explored BMI through the TPB framework, we expand the interpretative schema by introducing an additional predictor: the influence of open innovation ecosystem partnerships. From an open innovation perspective, the new construct proposes how peer professional organisations and technological clusters play a significant role in managers' intentions to implement SBM. A purposive sample of 122 Spanish cultural and creative firm managers and business owners was surveyed and analysed using PLS-SEM. The data collected supports the model and supports the prominent role of open innovation environments as a mediation effect of the intention to implement a sustainable and innovative business model. The study adds new insights into the theoretical framework to better understand the implementation of sustainable business models' innovation actions, with specific support for the role of open innovation ecosystems such as professional organisations and technological clusters. Practitioners and open innovation ecosystem promoters can gain new clues for initiatives to promote the diffusion of innovations among creative and cultural SMEs.
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A comparative vignette-based experimental survey design incorporating various socio-psychological factors, linked to the Theory of Planned Behavior (TPB), the Health Belief Model (HBM) and the Domain-Specific Risk-Taking scale (DOSPERT) was carried out to test variations in eight travel-related COVID-19 protective measures on Swiss tourists' travel intentions. Among the tested measures, vaccination passports, surgical masks and quarantining are those that stand out the most, with surgical masks having the greatest acceptance and willingness to adopt while traveling. Quarantining, on the other hand, appears to have a deterrent influence on travel intentions, and vaccination passports have the lowest perceived barriers during travel, but the highest perceived benefits in mitigating the spread of the infection. The discussion of individual differences has specific implications for tourism management against the background of our empirical findings.
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Background: This study aimed to identify the predictors of the intention to receive the COVID-19 vaccine among Iranian health care workers (HCWs) based on the Theory of Planned Behavior (TPB). Methods: The study was a descriptive cross-sectional study that was conducted on 473 personnel working in hospitals of Hamadan, in May 2021 and before COVID-19 vaccination on hospital staff. The multi-stage sampling method was used for choosing participants. The survey included socio-demographic, questions related to TPB dimensions, and intention to receive a COVID-19 vaccine. Qualitative and quantitative data analyses were performed using the Chi-square test and T-test, respectively. Predictors of COVID-19 vaccination intention were determined using the logistic regression model. Results: Seventy percent of 361 eligible respondents stated their willingness to receive COVID-19 vaccine. The participants with the intention to receive COVID-19 vaccine had higher scores of attitude (7.25 ± 3.92 vs. 4.40 ± 5.14) and norm (3.04 ± 2.92 vs. -0.5 ± 3.18) (P < 0.001). Having an underlying disease and being married were significantly associated with the intention to receive COVID-19 vaccine (P < 0.05). Higher attitude and norm scores as a construct of the TPB were associated with an increase in intention to receive COVID-19 vaccine. Conclusions: The results of this study showed that the vaccination intention was affected by social, demographic, health, and behavioral features, such as age, marital status, underlying diseases, subjective norms, and attitude. Therefore, age groups below 50, single people, and those with no underlying diseases were eligible to be the target of interventional programs.
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During the evolutionary phases of the COVID-19 pandemic, consumers' eating habits and spending behaviours have progressively shifted to the pursuit of the safer and healthier food products, such as organic food. Therefore, this study investigated the factors affecting Chinese buyers' organic food continuous purchase intentions (CPI) during the post-pandemic era. To better adapt to the current consumption context in China, this study proposed a modified TPB framework (M-TPB), by replacing subjective norms with Chinese cultural variables, such as face consciousness and group conformity, and adding constructs of perceived value of organic food (PVOF), health consciousness, and the impact of COVID-19 (IOC). Convincingly, experimental results from a structural equation model analysis of 460 usable responses indicate that M-TPB has superior explanatory power (R2 = 65%) compared with the TPB model (R2 = 40%) for explaining organic food CPI during the post-pandemic period. The path analysis demonstrated that perceived behavioural control, attitude, face consciousness, group conformity, health consciousness, IOC, and PVOF had substantial positive effects on CPI, while subjective norms were not significantly related. Moreover, IOC exhibited a positive and significant relationship with health consciousness and PVOF. These findings can be useful for stakeholders in the Chinese organic food industry to generate timely promoting strategies during the post-pandemic period.
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This article studies the patient's behavioural intentions towards the potential use of metaverse in the healthcare sector. Metaverse is a new technology that can replicate some physical events into virtual events. Metaverse can be a significant alternative to offer targeted medical services to patients. Authors have collected data from people those have availed hospital services post COVID-19 pandemic. The data were collected from Delhi-NCR region (India). The study has been conducted with the help of the Theory of Planned Behaviour (TPB) employing all its components (attitude, subjective norms, control, adoption intention, and behaviour). TPB model statements have been adapted and modified for the suitability of this study. Attitude, subjective norms, and control were positively related to the ‘intention to adopt'. Control and behaviour did not correlate. This empirical research report concludes that individual attitude, subjective norms in society, and the expected outcome (control) contribute to the ‘intention to use' metaverse platforms for healthcare services. While the expected outcome (control) was unrelated to customer behaviour towards the metaverse platform. Finally, the study draws important insights for various stakeholders. © 2023 Informa UK Limited, trading as Taylor & Francis Group.
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Travel intention is an important factor in understanding the traveller's preferences in the travel and tourism business. The purpose of the research is to understand the impact of COVID-19 on travel intention in the Silicon Valley of India and to test the efficacy of the theory of planned behaviour to predict travel intentions. This empirical research followed a quantitative analysis using the data acquired from a structured questionnaire. Convenience sampling was followed to collect the data from the respondents. The multiple linear regression results indicate a significant relationship between attitude, subjective norm, and perceived behaviour control on the intention to travel. The research is limited to respondents from Silicon Valley. The study contributes to the limited literature available in developing countries with respect to understanding the efficacy of the theory of planned behaviour to predict travel intention. The policymakers and health authorities can use the study findings to make decisions and develop policy regulations during the pandemic. Copyright © 2023 Inderscience Enterprises Ltd.
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The aim of the study was to determine intention to receive Coronavirus disease-19 (COVID-19) vaccination in India. An integrated model of Theory of Planned behaviour (TPB) and Health Belief Model (HBM) was used. Online survey was conducted in Delhi NCR region to find out the intention to receive vaccination. Data was collected from 845 respondents during 15 February 2021-15 March 2021, just after COVID-19 vaccination became available in the India. Partial Least Square-Structural Equation Modelling was used to establish the relationships. The results of the analysis show that proposed framework is significant and explained 71% variance in intentions. Attitude, subjective norm, perceived behaviour control and self-efficacy from the TPB had direct (or significant independent) effects on intention and perceived benefits, perceived susceptibility from the HBM have indirect effect on the intentions through attitude. The present study can be used to maximise the uptake of vaccination in any future pandemic. This theoretically-driven model can be used to guide health policy makers and health care providers to increase the uptake of vaccination.
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With the outbreak of the novel coronavirus (COVID-19), the generation of a large amount of medical waste brought a rude shock to the existing solid waste management system. Since masks constitute the most common household medical waste under the COVID-19 pandemic, their effective collection and treatment can significantly reduce the potential risks for secondary transmission, and this concern has attracted worldwide attention. Taking Macau City as a case study, this research tried to identify factors that can influence residents' behavioral intentions toward the source separation of COVID-19 waste masks. The extended theory of planned behavior (TPB) model is used to examine the influence factors of the source separation behaviors of 510 respondents. The results show that the main factors that positively affected respondents' behavioral intentions toward waste-mask source separation are: cognitive attitude, convenience, and perceived behavioral control, and among these, cognitive attitude has the highest influence. Subjective norm is also proved to be the weak factor to improving behavioral intention. Policy advocacy, and demographic variables have no significant effect on behavioral intention. The results of this study can help decision makers and managers formulate effective strategies to increase residents' participation in the source separation of waste masks. Supplementary Information: The online version contains supplementary material available at 10.1007/s10163-022-01513-7.
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Currently, economic recovery is being affected by the consequences of the Covid-19 pandemic, climate shocks, logistical interruptions in the supply of goods, global inflation, and rising commodity prices due to the war in Ukraine. By proposing a new modified conceptual model of the Theory of Planned Behavior (TPB) oriented toward sustainability, this study aims to analyze, in an exploratory way, the influence of three new antecedents (propensity to take risks, perceived creativity, and proactive personality) on the dimensions of TPB and the sustainable entrepreneurial intention of Angolan students. A quantitative methodology was used by applying the Partial Least Square (PLS) method to a sample of 308 responses from Angolan students attending higher education in Angola. The results show that the TPB dimensions positively influence the sustainability-oriented entrepreneurial intentions of students in Angola. Furthermore, the dimensions of the TPB may have as antecedents and, therefore, be explained by the risk-taking propensity, the proactive personality, and the perceived creativity, positively influencing the dimensions of the TPB and stimulating the sustainable entrepreneurial intention in Angola. We demonstrate through an extended TPB model that there are antecedents of TPB that can be learned and stimulated, positively influencing entrepreneurial intention and, as such, entrepreneurial activity in Angola. Thus, these results are particularly interesting for policymakers, higher education institutions, and students. This study proposes a new conceptual model oriented towards sustainable entrepreneurship that includes the TPB dimensions and three new personality factors as antecedents. In this work, we intend to contribute to accelerating economic growth in Angola, stimulating entrepreneurial activity, and simultaneously contributing to achieving the sustainable development goals set out in the 2030 Agenda.
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This study aimed to investigate consumers' intentions to purchase sustainable masks to reduce the environmental pollution caused by disposable masks in the context of COVID-19. A research model was derived based on the Value-Belief-Norm theory and the Theory of Planned Behavior, and the moderating role of health concerns and environmental knowledge due to the COVID-19 pandemic were examined. Through a Korean online survey company, we collected data on sustainable masks from respondents aged from their 20 s to 50 s, living in the Korea, and a structural equation analysis was performed on the 337 valid samples. Environmental concerns and beliefs were found to have a positive impact on the purchase intention on sustainable masks. Although environmental knowledge played the role of a moderator, we found that the higher the health concern, the stronger the purchase intention. Based on these results, it is possible to derive a strategy to increase the purchase of sustainable masks and reduce the environmental pollution caused by disposable masks. A sales strategy should be implemented for groups with high health concern. In addition, since the subjective norm increases the purchase intention for sustainable masks, advertising that stimulates them will help reduce environmental pollution caused by disposal masks. In the future, it will be possible to help reduce environmental pollution not only during the COVID-19 pandemic, but also during other emerging pandemics.
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Purpose>This study proposes an extension of the theory of planned behaviour (TPB) model to understand international travellers' intentions to visit Spain. This study aims to compare whether the predictive variables of the intention to travel differ depending on nationality. The extension includes: perceived risk, loyalty to the destination, past travel experience, public opinion climate and electronic word-of-mouth (eWOM).Design/methodology/approach>A multiple-indicator, multiple-cause (MIMIC) model was developed as a structural equational model to predict the 1,978 participants' intention to travel. The structural model was used to determine the theoretical model for the total sample and by nationality (Germans, Britons and those from other European countries).Findings>The extended models fitted the data well, explaining 64%–68% of the total variance, while differences depending on tourist nationality were also found. The MIMIC model indicated that German people's intention to travel to a holiday destination was influenced by their perception of risk, eWOM and loyalty to the country. In the British group, only the TPB variables were relevant. For those of other European nationalities, loyalty and eWOM were also significant. Travel experience, used as a variable in previous studies, was shown not to be significant. Overall, these results offer insights into how people from diverse countries and cultures embrace the aforementioned constructs when making travel decisions.Practical implications>This study also has practical implications for policymakers in holiday tourism destinations, such as Spain. In particular, this study provides a better understanding of Britons' and Germans' travel intentions and could be beneficial for guiding policies for the recovery of the tourism industry in major tourism destinations.Originality/value>Previous studies have applied various extended TPBs to one specific country or made comparisons between Asian countries. This study's proposal makes a comparison of the variables used to predict the intention to visit a holiday destination among the European countries.
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PurposeThis paper aims to predict the post-pandemic intention of Indian consumers to participate in tourism and hospitality T&H events by incorporating the perception of Covid-19 (PCOV) into the theory of planned behavior (TPB). It also examines the relationship among attitude, subjective norm, perceived behavioral control, behavioral intention and PCOV.Design/methodology/approachThis research employed a quantitative research technique, with data collected using an online questionnaire-based survey from August 23 to October 29, 2021. The sampling approach is convenient, and the sample of this study is comprised of individuals who follow events pages on social networking sites.FindingsThe findings of SEM revealed that the proposed model has better explanatory and predictive power. The path analysis showed that all the variables of the TPB are significantly and positively associated with the post-pandemic intention to participate in the T&H events. However, the PCOV is negatively associated with the post-pandemic intention.Research limitations/implicationsThe results of this study give an idea about the post-pandemic intention of Indian consumers to participate in T&H events. The results of this study revealed important practical implications for event management organizations, travel agencies that deal in events, the T&H industry, tourism planners and other stakeholders, as these findings may be used to develop effective marketing strategies.Originality/valueThere has been a lot of research on TPB in the context of coronavirus, but to the best of the authors' knowledge, there is a gap in the literature regarding the intention to participate in T&H events. Hence, this research fills that gap.
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Sustainability has been one of the most salient issues in the fashion industry in recent years. The COVID-19 pandemic has prompted a reawakening of the environmental and ethical issues in garment production and consumption. Young consumers are actively raising their voices on the currently unsustainable state of the fashion industry system. Despite this, their perspectives on policy intervention in sustainable fashion are often overlooked. This study focuses on the challenges associated with sustainable consumption behaviors among young consumers and reveals the enabling factors that leverage sustainable actions via policy intervention. In-depth interviews were conducted to investigate the potential effectiveness of proposed policies in creating effective behavioral change within the UK market. The study found that eco-labelling and educational policies have particularly high levels of consumer support. Eco-labelling is considered a critical educational and awareness-raising tool for supporting sustainable fashion consumption;however, the existing labelling approach is inadequate due to the complexity of current terminology, lack of eco-literacy, and consumers’ distrust of industry claims about eco-products, flagging a need to ensure industry transparency. New attention-grabbing labelling, universal eco-terminology and more effective and transparent green communication strategies using a combination of physical and other digital communication are required.
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Object: During the later period of the COVID-19 pandemic, the public has been at risk of the evolving COVID-19 variants and hesitated to be vaccinated against COVID-19 to a certain extent. In this context, the health belief model (HBM) and the theory of planned behavior model (TPB) were used to compare and summarize the relationship between vaccine hesitation/non-hesitation and the intentions to get COVID-19 vaccines and its influencing factors. Methods: The cross-sectional, population-based online survey was conducted from 14 April to 30 April 2021, and 1757 respondents were recruited to participate in the survey through the Wenjuanxing online survey platform. The HBM and TPB covariate scores were expressed using means and standard deviations and compared between groups using t-tests. Backward multiple linear regression models were used to explore the factors influencing the public's intentions to receive the COVID-19 vaccines. Results: This study found that educational background is one of the factors influencing vaccine hesitation. Most people with high education do not hesitate (65.24%), while a more significant proportion of people with low education have vaccine hesitation (66.00%). According to HBM, for the vaccine hesitation group, self-efficacy, family advice, and doctor's advice were the most critical factors affecting the public's future vaccination intentions; for the vaccine non-hesitation group, self-efficacy, doctor's advice, and perceived benefits are the most important influencing factors. According to the TPB, the subjective norm is the most critical factor affecting the future vaccination intention of the vaccine hesitation group, and the attitude toward behavior is the most critical factor affecting the future vaccination intention of the vaccine non-hesitation group. Conclusions: In the context of COVID-19, the public's hesitation on the "current" vaccines will still affect future vaccination intentions. Using HBM and TPB would help health policymakers and healthcare providers formulate intervention plans.
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COVID-19 , Intention , Humans , COVID-19 Vaccines , Pandemics/prevention & control , COVID-19/prevention & control , Cross-Sectional Studies , SARS-CoV-2 , Health Belief ModelABSTRACT
Ride-hailing services (RHS) are rapidly transforming the urban transportation landscape, and subsequently, users' perception of mobility services. Hence, it is of utmost importance to understand the perceptual and latent attitudinal factors that drive such service usage. This gains more relevance in the context of a developing nation both because of its characteristically different transport environment-lifestyle interaction, and relatively fewer studies investigating RHS utilization. The present research uses revealed preference data from household surveys (N = 418) to estimate the usage propensity of RHS services in Kolkata, as it has the highest share of commuters among the four large metropolitan areas in India. A SEM-MIMIC Ordered Probit modelling framework has been developed, as it extracts the advantages of exploring latent constructs through a structural equation model (SEM) and examines their interaction with demographics and trip-specific factors with the Multiple Indicator Multiple Cause Model (MIMIC). This study relies on the confirmatory approach to establish the latent attitudinal factors which stem from accepted theories in travel behaviour, i.e., Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM). Subsequently, the Ordered Probit model estimates RHS use-frequency. The results highlight that the latent variables (LVs), viz., ride-hailing attitude and perceived usefulness, are the most significant while estimating RHS utilization. These findings encourage RHS providers to focus on service aspects (for example, security during rides, clean vehicles, reliability of rides, less wait time between booking and ride arrival), instead of only emphasizing on (cosmetic) changes to the booking interface. Besides, in contrast to the developed countries, subjective norms were found to have an inverse relationship with RHS usage, suggesting inhibition among the public, which is probably arising from the dearth of customer-friendly service, especially after being comparatively expensive. The model also suggests the supplementary role of RHS to public transit, which could be pivotal in its integration into mobility-as-a-service (MaaS) and also calls for regulatory actions. The demographics (e.g., age, gender, household income) and trip-specific (e.g., trip purpose, trip length, time-of -day) covariates add further meaning to the relationships among latent constructs. The results suggest a higher preference for RHS among non-car-owners, whereas frequent use of ride-hailing is observed to have a likely positive association with longer trip lengths. Overall, this research brings valuable and first-of-its-kind insights into attitudinal factors and their interaction with demographics and trip-specific covariates facilitating RHS utilization in the context of a developing nation.
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Purpose: This study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products. Design/methodology/approach: A conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis. Findings: Given the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention. Practical implications: Food marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times. Originality/value: There has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study. © 2022, Emerald Publishing Limited.