Prediction of the consumption of a traditional fermented beverage via an expanded model of the theory of planned behaviour

Purpose This study aimed to determine the factors that influence the consumption of a traditional fermented beverage such as pulque to contribute to its promotion and to identify new opportunities for commercialization by applying and validating an extended model of the theory of planned behaviour (TPB). Design/methodology/approach A sample of 397 participants was validated. The scale of the TPB construct and our innovative approach included habit and health consciousness. The model and hypotheses were validated via partial squares-structural equation modelling (PLS-SEM). Importance-performance map analysis (IPMA) was performed to complement the analysis. Findings The model showed an adequate fit, indicating the reliability of the results. According to the findings, intention was the factor that most influenced the consumption of pulque. However, health consciousness did not affect individuals’ intention to consume or consumption of pulque. The IPMA map revealed that encouraging pulque consumption is necessary to prioritize the habit. The consumers indicated that pulque helps maintain gastrointestinal health. Practical implications Fermented products and beverages represent a healthy dietary alternative, and their features can be used to promote their marketing and sale. This study shows that the development of this habit must be strengthened to encourage responsible consumption. Originality/value This is the first study in Mexico to examine pulque, a traditional fermented product with functional proprieties, using an expanded theoretical model of the TPB to predict consumption. The IPMA map facilitated the identification of variables that should be encouraged to increase consumption. The information obtained may be useful for producers and suppliers as they promote these beverages.