The agency dilemma in the ready-to-drink protein shakes market segment: an investigation with young British consumers

Article


Chiru, C. and Coham-Maclaren, F. 2017. The agency dilemma in the ready-to-drink protein shakes market segment: an investigation with young British consumers. International Journal of Interdisciplinary Social Science Studies. 3 (1), pp. 63-71.
TypeArticle
TitleThe agency dilemma in the ready-to-drink protein shakes market segment: an investigation with young British consumers
AuthorsChiru, C. and Coham-Maclaren, F.
Abstract

The extent to which the consumer is less knowledgeable and vulnerable within the RTD health shake market has been the focus of this study. Trust is one of the most significant contributing factors in reducing the agency of consumers. Not only do consumers place trust in legislators to protect them, but also in brands with which they have prior experience, as illustrated by the halo effect observed in this research.
This study demonstrates that the predominant goal of the young consumer in purchasing RTD health shakes is not health, but the facilitation and satiation of salient and latent beliefs associated with prevailing nutritional concepts such as increased protein consumption resulting in increased muscle mass, or reduced sugar/fat consumption associated with a healthful diet. The perceived risks of ingesting potentially harmful, but legislatively safe, ingredients are trumped by the strength of these prevailing nutritional concepts.

KeywordsRTD health shake, consumer health, protein, food additives
LanguageEnglish
PublisherFLE Learning
JournalInternational Journal of Interdisciplinary Social Science Studies
ISSN2397-6934
Electronic2397-6934
Publication dates
Online07 Apr 2017
Publication process dates
Deposited27 Jan 2020
Accepted11 Jan 2017
Output statusPublished
Publisher's version
Copyright Statement

© 2017 The Author | IJISSS 2017 © 2017 FLE Learning

Web address (URL)http://www.flepublications.com/IJISSS2017-P7.PP63-71-Vol3%281%29.pdf?attredirects=0&d=1
ISBN
Electronic9781911185475
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https://repository.mdx.ac.uk/item/88qvv

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