Document Type

Article

Publication Date

8-5-2021

Publication Title

Social Sciences

First Page

1

Last Page

18

DOI

https://doi.org/10.3390/ socsci10080295

Additional Publication URL

https://doi.org/10.3390/ socsci10080295

Abstract

As the bottled water market is projected to grow continuously worldwide, so is the plastic waste that pollutes the environment. The beverage industry’s marketing campaigns have played an important role in sustaining the popularity of bottled water. Social science theory-based empirical research examining how consumers make bottled water consumption decisions remains limited. To help fill this literature gap, the current study tested a conceptual framework to explore the influence of trust in bottled water advertising and perceived product knowledge on consumer beliefs about bottled water, in conjunction with theory of reasoned action. The study surveyed a sample of college students in the U.S. (N = 445). Findings showed that greater trust in bottled water advertising as well as more false knowledge and less factual knowledge were significantly related to consumer beliefs about bottled water’s product content and image. Furthermore, more favorable cognitive beliefs, affective beliefs, attitude and perceived subjective norms toward bottled water consumption were positively related to purchase intention. To reduce bottled water purchase among young adults, it would be beneficial to utilize marketing strategies to popularize and normalize carrying a reusable water bottle as an environmentally friendly habit and a preferred lifestyle choice.

Rights

Originally published by MDPI, under a Creative Commons 4.0 in Social Sciences, 2021, Volume 10, Issue 295. DOI: 10.3390/socsci10080295.

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