Consumer behavior towards Energy Drink in the context of emerging Healthier Lifestyle

Abstract

This thesis investigates consumer behavior towards energy drinks in the context of healthier living. Customers are becoming more concerned of the nutritional value and potential health effects of the foods they eat. This study's primary argument is that how consumers' growing health consciousness influence consumer behavior in the extend of energy drinks usage. A literature review and an online survey is provided as the foundation for this thesis. The secondary research emphasized on the energy drink market, consumer behavior and their theories. There is a rise in popularity and expansion of energy drinks, as well as the health risks they represent due to high quantities of caffeine and sugar, which can lead to problems like heart problems and sleep deprivation.