Iyyad Zahran

The COVID-19 pandemic has produced tremendous socioeconomic upheaval worldwide, affecting people’s purchasing habits and intentions. This study assesses the relationship between COVID-19 risk perceptions and intentions to consume energy drinks. Furthermore, it analyzes the role of a healthy lifestyle and sustainable consumption in mediating this relationship. A survey approach was used to obtain the data. An online questionnaire (400 samples) was distributed through social media to Palestinian citizens and residents (students, employees, free professionals, laborers, and others). The study used a 5-point Likert scale. Data analysis used descriptive statistics (measures of central tendency and dispersion). PLS was utilized to investigate the mediation effect, whereas SPSS was used to analyze the data and test the hypotheses. Risk perception was assessed using seven variables: fear, conduct, awareness and knowledge, trust and confidence, healthy lifestyle, sustainable consumption, and intention to use energy beverages. The findings indicate that COVID-19 risk perception affects the propensity to consume energy beverages (B = 3.692; p ˂ 0.001). In addition, the results show that COVID-19 risk perception has a significant relationship with a healthy lifestyle and sustainable consumption (B = 3.358; p ˂ 0.001; B = 3.571; p ˂ 0.001). The findings also highlighted a partial mediation of healthy lifestyle and sustainable consumption in the association between COVID-19 risk perception and desire to use energy beverages.