A Study of Factors Affecting Intention to Use Sugar-Free Drinks of Vietnamese Youth

Sugar-free drinks, though often less tasty, provide a healthier alternative to sugary beverages. The market includes various options like teas, coffees, yogurts, juices, and detox drinks, catering to health-conscious consumers seeking low-sugar, low-calorie choices. This study applies the Theory of Reasoned Action (TRA) to explore Vietnamese students' awareness and intent to consume sugar-free drinks. An online survey of over 300 students at a Ho Chi Minh City university was analyzed using SPSS. Findings revealed that perceived awareness, functional congruity beliefs, subjective norms, self-concept beliefs, weight concerns, and enjoyment influence their consumption intent. Businesses can leverage these insights for product development and marketing, while health and educational organizations can promote reduced sugar intake and healthier lifestyles