This study investigates the predictors and mediators of branded functional beverage consumption behaviour (CB) within the Gen Z demographic group in Bulgaria. An integrated model based on two widely known psychosocial theories was developed to examine the relationships between the consumers' personal values within the value-belief-norm theory and the components of the protection motivation theory (PMT). The conceptual framework included two more influencing factors whose impact had not been researched in depth in previous studies concerning CB-namely, the role of media (RM) and branded functional beverage health benefits (HB). An empirical survey based on 435 Gen Z members aged between 16 and 26 years was conducted. Structural equation modelling was used to analyse the proposed hypotheses. The results revealed that the consumers' personal values were significant predictors of the PMT threat and coping appraisal components, which, in turn, had a significant positive impact on CB. CB was not directly affected by the branded functional beverage health benefits but was indirectly influenced by the HB via purchase intention toward functional beverages and RM. The study highlighted the important role of RM, which directly and indirectly affected CB. The theoretical and practical implications were discussed, and recommendations were given for raising Gen Z's awareness of the benefits of functional beverages and increasing their consumer acceptance.
Keywords: COVID-19; consumption behaviour; functional beverages; protection motivation theory; value–belief–norm theory.