The Influence of Health Consciousness on the Purchase Intention of Low-sugar Packaged Tea Products: An Extended TPB Analysis

This study, conducted from October 2024 to April 2025, rigorously investigates the determinants influencing purchase intention of low-sugar bottled tea among consumers in Jakarta, focusing on health consciousness, attitude, subjective norm, and perceived behavioral control. Utilizing a quantitative research design, data were meticulously collected from 311 purposively sampled respondents via structured online questionnaires. The empirical data were subsequently analyzed through Structural Equation Modeling (SEM) employing AMOS software.The findings robustly demonstrate that health consciousness significantly and positively influences purchase intention, attitude, and perceived behavioral control. Moreover, attitude, subjective norm, and perceived behavioral control were all empirically validated as significant predictors of purchase intention. These outcomes underscore the pivotal role of consumers’ convictions regarding the health benefits of low-sugar bottled tea in cultivating favorable attitudes and fortifying purchase intentions. Key consumer response indicators encompass the affirmation of the product’s health merits, the sway of social influences emanating from family and peers, and a pronounced sense of personal agency in making purchasing decisions. Additionally, low-sugar bottled tea was consistently identified as the predominant preference among tea choices, reflecting a pronounced and resilient purchase intention. Collectively, these insights elucidate that augmenting consumer health awareness, nurturing positive attitudinal dispositions, and strategically leveraging social influence constitute efficacious approaches to amplify purchase intention. This study furnishes substantive practical implications for marketers in the beverage industry, advocating for the formulation of comprehensive educational and promotional initiatives that accentuate health benefits, social endorsement, and empower consumer autonomy in purchase decision-making processes.