Influence of celebrity endorsement on Gen Z consumers’ adoption of non-alcoholic beverages

Abstract

This paper is about Gen Z consumers and the factors which influence them to adopt healthier habits in the form of non-alcoholic beverages. Our research focuses on Gen Z’s health awareness, and endorsement through a celebrity, and analyse their influence on non-alcoholic beverages’ adoption. The purpose of this study is to help provide a better understanding of Gen Z and their alcohol consumption habits, in order to help companies implement marketing initiatives for non-alcoholic beverage companies. The analysis was based on a mediation model, setting into relation both Gen Z’s health awareness and celebrity endorsement to assess their impact. An online survey was run to gather information about Gen Z individuals who consume alcohol, which resulted in 157 valid responses. The findings revealed that an increased health awareness influences Gen Z consumers to adopting non-alcoholic beverages, whilst celebrity endorsement did not show an impact on its own. A limitation to this study was the video utilized to test celebrity endorsement; it showed a biased opinion from a Gen Z celebrity who endorsed sobriety, not only non-alcoholic beverage consumption. Future research ought to observe Gen Z’s alcoholic beverages consumption behaviour development, to adapt marketing initiatives for healthier substitutes.

Date of Award	8 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)