Health beliefs and planned behavior predict healthy beverage adoption in Vietnamese youth

This study examined the relationship between young consumers’ attitudes and their willingness to switch to healthy beverages in Vietnam, integrating the Health Belief Model and the Theory of Planned Behavior. Healthy beverages are often perceived as less tasty and less appealing, making it hard for producers to attract young consumers. The study surveyed 230 respondents aged 15–30 in Vietnam. Data were collected through a five-point Likert questionnaire and analyzed with PLS-SEM. The data indicated that attitudes were significantly affected by perceived susceptibility, severity, benefits, and self-efficacy, but not by perceived barriers. Subjective norm and perceived behavioral control followed attitude as predictors of switching willingness. The relationship between perceived health threat, self-efficacy, and willingness was mediated by attitude. Based on these findings, firms should improve the taste, convenience, and marketing strategies for healthy drinks, while policymakers may consider improving nutrition education. Limitations include the cross-sectional design, convenience sampling, and measurement of intentions rather than actual behavior. This study addresses a critical gap by examining Vietnamese youth during a unique policy transition period, where cultural habits, economic constraints, and emerging health awareness intersect.