Analysis on Influencing Factors of Alternative Attitudes to Consumption of Healing Drinks——Taking Genki Forest as an Example

Abstract

Healing economy, as a fast-developing economic form in the past two years, has gained more and more young people's love. However, there are few studies on the healing economy which study the choice of different types of beverage products by ordinary consumer demand, and lack research on the psychological motivation of emotional consumption and brand substitution attitudes. Therefore, this article uses emotional consumption as the starting point to study the factors and mechanism of young people's alternative attitudes towards healing beverage brands and categories. We divide consumers’ motivations for healing beverages into five categories, and find that social needs and trending needs have a significant positive impact on consumption substitution attitudes. However, mediating effect of consumption substitution attitudes between consumption motivation and behavior is not obvious. Besides, consumers are unable to turn healing brand identity attitudes into consumer behaviors due to insufficient brand education and lack of perceived value. Based on this, we can sort out the factors that influence consumers to choose healing drinks, so as to provide reference for the product packaging and marketing concept design of the healing brand.