Factor influence generation z purchase behaviour towards soft drinks in Kuala Muda, Kedah

Purchasing of soft drinks has experiencing a booming growth among generation z in Malaysia. Frequent drink of soft drinks increases the number of health issues in Malaysia. Due to lacking studies in purchasing behaviour among generation z towards soft drinks, it is difficult for the manufacturer to determine the behaviour of generation z. This research aimed (i) to study the demographics of generation z in Kuala Muda, Kedah in purchasing soft drinks and (ii) to determine the factors either attitude, subjective norm or perceived behavioural control that influence generation z in Kuala Muda, Kedah to purchase soft drinks. This study was conducted using the survey method based on the Theory of Planned Behaviour. The questionnaire, which its internal consistency reliability has been checked by Cronbach's Alpha test was distributed to 386 respondents. The respondents were made up of generation z whose age between 12 to 25 years old were selected using a purposive sampling method. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS). The descriptive analysis was used to examine the demographic profile of respondents. Factor analysis was applied to determine the factors influencing generation z in purchase towards soft drinks. 58% of the variance explaining the eight factors were found to be the most significant factors influencing generation z in purchasing soft drinks. The eight factors were grouped into three attributes which were attitude (18.988%), subjective norm (20.265%), and perceived behaviour control (19.146%). From this study, the most important factor was the subjective norm. This study is beneficial to the soft drinks industries to market their product in future.