Abstract:
The COVID-19 pandemic has produced tremendous socioeconomic upheaval worldwide, affecting people’s purchasing habits and intentions. This study assesses the relationship between COVID-19 risk perceptions and intentions to consume energy drinks.
Furthermore, it analyzes the role of a healthy lifestyle and sustainable consumption in
mediating this relationship. A survey approach was used to obtain the data. An online
questionnaire (400 samples) was distributed through social media to Palestinian citizens and residents (students, employees, free professionals, laborers, and others). The
study used a 5-point Likert scale. Data analysis used descriptive statistics (measures
of central tendency and dispersion). PLS was utilized to investigate the mediation effect, whereas SPSS was used to analyze the data and test the hypotheses. Risk perception was assessed using seven variables: fear, conduct, awareness and knowledge, trust
and confidence, healthy lifestyle, sustainable consumption, and intention to use energy
beverages. The findings indicate that COVID-19 risk perception affects the propensity
to consume energy beverages (B = 3.692; p ˂ 0.001). In addition, the results show that
COVID-19 risk perception has a significant relationship with a healthy lifestyle and
sustainable consumption (B = 3.358; p ˂ 0.001; B = 3.571; p ˂ 0.001). The findings also
highlighted a partial mediation of healthy lifestyle and sustainable consumption in the
association between COVID-19 risk perception and desire to use energy beverages.
