Research on the Driving Mechanism of Consumers' Purchase Intention for Sugar-Free Beverages Under the Background of Health Anxiety

Langyuan Ji

doi:10.54254/2754-1169/2025.BL30085

Advances in Economics, Management and Political SciencesOpen access

Research on the Driving Mechanism of Consumers' Purchase Intention for Sugar-Free Beverages Under the Background of Health Anxiety

Research Article

Open Access

Research on the Driving Mechanism of Consumers' Purchase Intention for Sugar-Free Beverages Under the Background of Health Anxiety

Langyuan Ji ^1*

¹ University of Northumbria

^*Corresponding author: jeejacky27@gmail.com

Published on 26 November 2025

AEMPS Vol.245

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-569-1

ISBN (Online): 978-1-80590-570-7

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Abstract

Against the backdrop of global health anxiety and the shift of healthy consumption to a social norm, the sugar-free beverage market has grown rapidly—China’s market scale expanded from 5.66 billion yuan in 2018 to 31.28 billion yuan in 2023 with an annual growth rate over 40%. Using Yuanqi Forest and Coca-Cola Zero as typical examples, this study investigates the factors that influence customers' purchase intentions for sugar-free beverages under health anxiety. It also looks into how consumer attitudes and behavioral intention are influenced by perceived health benefits, brand communication, and emotional assurance. The study also looks at how cultural health views, marketing narratives, and product positioning variations affect the psychological process from worry to purchase decision. Adopting systematic literature review (screening 32 core documents following PRISMA 2020) and SWOT analysis, it identifies health anxiety as a core driver, with product value and brand awareness as mediating factors. Results show both brands excel in health-aligned products and channel innovation but face homogenization, safety controversies, and price wars. Recommendations cover product innovation (e.g., allulose R&D), targeted marketing, channel diversification, and industry standardization, providing insights for sustainable market development.

Keywords:

Health anxiety, sugar-free beverages, purchase intention, SWOT analysis, marketing strategy

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