Consumption Values and Usage of Carbonated Beverages in Kampala: Exploring the Mediating Role of Consumer Attitudes.

Abstract

This study explores the mediation role of consumer attitude in the relationship between consumption values and product usage of carbonated drinks in Uganda. This paper intended to establish the relationship between consumption values and product usage, consumption values and consumer attitude, consumer attitude, and product usage, and determine the mediating role of consumer attitude between consumption values and product usage. A cross-sectional design and a quantitative approach focused on consumers in Kampala, the urban hub of carbonated drink consumption. A sample size of 384 respondents was selected. It was also established that consumer attitude significantly influences product usage, with a positive attitude leading to increased consumption. Consumer attitude partially mediated the relationship between consumption values and product usage. The results indicated a notable and positive connection between consumption values and product usage, along with a strong positive link between consumption values and consumer attitudes. This suggests that while consumption values directly impact product usage, the effect is amplified when mediated through a favorable consumer attitude. The study demonstrates that consumption values and consumer attitudes are pivotal in driving product usage. Companies in the carbonated beverage industry should prioritize strategies that foster positive consumer attitudes and align with consumers' core values to enhance product consumption.