“[it is] a simple habit that allows me to look at life more beautifully, as I get new pleasures “…простая привычка, которая позволяет мне смотреть на жизнь краше, так как я получаю новые удовольствия”” (Interview 3, 20 years)

Others use them to reduce the effect of alcohol and increase cheerfulness and energy, while others use them because of taste preferences to make alcohol tastier. In the latter case, respondents say that an energy drink doesn't differ from any other carbonated drink, such as Cola or Fanta:

“They are common drinks that can be mixed with alcohol, just like Cola can be mixed with alcohol “Это обычные напитки, которые можно смешать с алкоголем, также как колу можно смешать с алкоголем”” (Interview 14, 19 years)

Secondly, many people consume energy drinks at parties without alcohol to stay awake longer, spend the whole night having fun. Here, many people note that such use of energy drinks is close to habit already, parties are an important part of their life, and energy drinks help in maintaining this lifestyle:

“It happened in the situations related to the fact that I went to a party, and that as if I did not want to sleep, I drank energy drink “ Это было в ситуациях, связанных с тем, что я ходила на вечеринку, и чтобы как бы не хотелось спать, я пила энергетик”” (Interview 8, 19 years)

“young people who go to all sorts of parties, who don't want to sleep and, yes, drink to stay awake “Молодые люди, которые ходят на всякие вечеринки, которые не хотят спать и, да, чтобы не спать пьют”” (Interview 7, 19 years)

In this topic, energy drink consumption is often collective and depends on the situation and location - none of the respondents reported experiencing mixing while drinking alcohol at home. The only exception is the use of energy drinks as a hangover cure for “recover”:

“…well, after the club, yeah, in the morning it's probably also possible for getting over it” (Interview 8, 19 years)

“Yes, of course, well, after that, it's more likely in the morning to do not suffer “Да, конечно, ну после это скорее на утро, чтобы не страдать”” (Interview 9, 20 years)

This topic often includes special events that also often affect consumption - for example, raves or parties sponsored by energy drink brands - often at such events, energy drinks are given out for free, which leads to spontaneous consumption.

Theme 2: comparison with alcohol.This topic is more related to the various norms and barriers that respondents encountered when using energy drinks. Thus, many respondents noted that they have to hide their consumption from their parents and other close people because, for them, energy drinks are equal to alcohol:

“At school, parents and teachers did not approve of energy drinks, it seemed to them the same as alcohol. I hidden it from my parents then, and now I don't “В школе родители и учителя не одобряли энергетики, им казалось, что это то же самое, что и алкоголь. Тогда я скрывала от родителей, а теперь нет”” (Interview 18, 20 years)

Sometimes the respondents themselves note the similarity of substances and equate them in the same category, for example, because alcohol and energy companies have different age restrictions and prohibitions. Also, energy drinks can be a substitute for alcohol, for example, in adolescence, when you cannot buy alcohol, but you want to stand out and show that you are “cool”:

“I just came home from school with a girl, and she drank it sometimes. Nothing like that. She just wanted to feel dangerous, and nobody sold her alcohol because of her baby's face. So she used energy drinks “Я просто со школы с девочкой возвращалась, и она пила их иногда. Тип ничего такого. Она просто хотела себя чувствовать опасной, а как бы алкоголь то ей не продали бы с детским лицом. Поэтому она пила энергетики”” (Interview 9, 20 years)

Also, when describing energy drinks, students often use words that are more commonly used to describe the effects of alcohol, such as “vshtorilo”, “intoxicating effect” (Interview 8, 19 years). Moreover, when discussing the effects of energy drinks, the topic of influence on consciousness is touched upon, for example, consumption while driving is perceived negatively by some respondents due to possible loss of control over actions.

An interesting element of comparison is the container in which an energy drink is usually sold - many noted that a tin can is very similar to a can of beer, which leads to various kinds of misunderstandings and situations when they have to defiantly prove which drink is being used at the moment:

“I don't know, my mom jokes that it's my beer because she doesn't know if it's beer or energy drink in a can “Не знаю, мамка шутит, что это у меня пиво, потому что она не разбирается что из банок пиво, а что энергетик”” (Interview 9, 20 years)

“But I noticed that many people, even those who are walking down the street with energy drinks, they turn the bottle, so that the emblem can be seen, in general. I think maybe because of the same motives so that people don't think it's alcohol, it just seems like this to me “Но я заметила, что многие люди, даже которые идут по улице с энергетиком, они как бы эмблемой поворачивают вперед, чтобы эмблему было видно, в общем. Я думаю, может, из-за таких же мотивов, чтобы не думали, что это алкоголь, мне просто кажется так, вот”” (Interview 18, 20 years)

Theme 3: hard studying and working periods.This topic was raised in most of the interviews and described the interaction of students with energy drinks as a means of influencing their physical condition and improving cognitive functions:

“Energy drinks are actually a good practice, a charge of cheerfulness and energy “Энергетические напитки на самом деле хорошая практика, заряд бодрости и энергии”” (Interview 3, 20 years)

“Tonic one, the head thinks better, the body feels more alert “Тонизирующий, голова лучше соображает, тело бодрее чувствует”” (Interview 11, 19 years)

Here, energy drinks are an aid to study, which adds time in the day to learn more, and also affects motivation - some respondents noted that buying an energy drink makes you cope with laziness and allows students not to think that the need for sleep can prevent you from becoming a hindrance to learning:

“…it will keep me awake at night, cheer me up, and so on. It will help me study more “…он позволит мне не спать ночью, взбодрит меня и т. д. поможет мне дополнительно позаниматься учебой”” (Interview 12, 21 years)

“Hmm... There were a lot of deadlines, there was a lot to learn, there was no time to sleep, and you had to stay awake always, so you had to get used to this kind of drinks “Ммм… Было много дедлайнов, много надо было учить, времени на сон не было, а бодрым нужно было оставаться всегда, поэтому приходилось привыкать к такому роду напитков”” (Interview 16, 19 years)

Especially important is the use of energy drinks for working students, who even more need to increase the energy charge and additional strength.

“When I understand that a lot of things need to be done and there is no way to sleep, then I use energy to somehow try to maintain myself in working condition “Понимаю, что много всего нужно сделать и нет возможности поспать, то употребляю энергетики чтобы хоть как-то попытаться поддержать себя в рабочем состоянии”” (Interview 15, 17 years)

“Well, when you are studying and working, you often get tired and need a tool that helps to cheer up. Otherwise, you'll either be out of school or out of work “Ну, когда ты и учишься и работаешь, то часто устаешь и нужно средство, которое помогает взбодриться. Иначе либо вылетишь с учебы, либо с работы”” (Interview 4, 19 years)

In this case, the context of use is important - to complete a task, energy drinks are used mostly alone, while collective use also has its place and occurs mainly within the walls of the university, in the classroom - students not only drink energy beverages in these places but also share and treat. Also, interesting side of the consumption refers to the social context - students often notice that the consumption of energy drinks is a repetition practice - undergraduates observe older students, for whom energy drinks have already become an important element of the studying process, and repeat the behavior - there are some imitation and reproduction of behavior:

“This is an educational institution and the younger students look after the older students and perhaps take an example, and this is not good “Это учебное заведение, и более младшие курсы смотрят за более старшими курсами и возможно берут пример, а это не есть хорошо”” (Interview 13, 19 years) marketing report study

Another aspect of energy drink consumption is frequency - since the time spent on studying and/or working is different, the consumption of these drinks also has its seasonality - consumption during a session, when passing tests or being blocked at work is the most common practice. The use of energy in other (free, not loaded) time or without need must sometimes cause a negative reaction of students as if it is a violation of informal norms. So, during a busy period of study, an energy drink in the hands of a student is an indicator that he or she is now suffering from studying, does not get enough sleep and is tired:

“And energy drink - it seems to me that this is some kind of signal to the teacher like because of you, because of your lessons, there is a lot of loads, so I will now show everyone and the teacher, too, that I suffer from not sleeping at night. Here are my bags under my eyes, here is my energy drink, here is my lifestyle “А энергетик - мне кажется, это какой-то сигнал преподавателю что вот из-за вас, из-за ваших пар, как много нагрузки, вот я сейчас покажу всем и преподавателю тоже, что я страдаю, не сплю ночами. Вот мои мешки под глазами, вот мой энергетик, вот мой образ жизни.”” (Interview 19, 22 years)

Theme 4: self-management.This topic shows the use of energy drinks as a means of planning your own life and regulating your physical condition to achieve goals.

“I am trying to do a good job, and I use all the means to do it... for me, this [energy drinks] is a specific means to achieve goals “Я именно стараюсь делать дело хорошо, и использую для этого все средства… для меня это конкретное средство для достижения целей”” (Interview 19, 22 years)

For example, many respondents noted that they buy energy drinks in advance or know when they will buy it in order to complete certain tasks on time.

Another interesting part of this theme is about starting the day with energy drinks:

“Most often in the morning, if I feel that I did not get enough sleep, like, crazy not enough, and it will be difficult to live this day, then I buy it at the exit from the subway, and so most often in the morning, yes “Чаще всего с утра, если чувствую, что не выспался от слова “совсем” и день будет прожить трудно, то покупаю на выходе из метро, а так чаще всего с утра, да”” (Interview 16, 19 years)

“…and in the morning when I go to the classes, I usually bring an energy drink with me, well, when everything is really bad. And then I really feel a surge of strength and, well, like I can do something, I at least don't fall asleep on the lessons “… и утром, когда я иду на пары, то обычно захватываю с собой энергетик, ну, когда совсем все плохо. И тогда я реально чувствую прилив сил и, ну, типа могу что-то делать, я хотя бы не засыпаю на парах”” (Interview 17, 19 years)

Here, consumption acts as a kind of medicine that begins a complicated day - knowing about the upcoming difficulties or after a hard night, students drink an energy drink as if preparing to live this day.

This topic is related to all the others, but it was decided to take it out separately, since it is considered conscious use as a means of regulation, along with various additives that help keep yourself in shape when necessary.

Theme 5: problematic use.This theme characterizes the consumption of the beverages as dangerous or risky behavior and examines such problems as abuse of energy drinks, addiction, long-term and serious health consequences, as well as self-reported negative effects on the respondent's life.

In this case, the use of energy drinks is considered as a bad habit, close to the use of alcohol, smoking, and drugs. Respondents often reported that their friends or acquaintances had experienced problematic use - such as consuming energy drinks daily and subsequent need for medical care. It is important that this topic does not address the one-time effects of consumption, but the problems from long-term use of beverages.

“But I know a great story, when, as I remember, my friend from university, he told me that he drank energy drinks, in my opinion, for a month or so almost every day. And ... something happened to his liver. Well, it didn't fail, but there were some problems“Но знаю классную историю, когда, по-моему, мой знакомый из универа, он рассказывал, что пил энергетики, по-моему, в течение то ли месяца чуть ли не каждый день. И… У него что-то случилось с печенью. Ну, она не отказала, но, были какие-то проблемы”” (Interview 18, 20 years)

Of the respondents surveyed, only one individual personally encountered this situation and reported their consumption as problematic. Thus, the respondent told about the closed circle of consumption that she faced:

“If there is a drinking of them every day per week, at some point...and do not sleep at the same time...then at some point there comes a state when you cannot start the next day without an energy drink - you really want to sleep. It turns out a vicious circle: you drink them, you do not sleep, then you continue the day and continue to do something, you again need to drink them there, let's say. And as a result, it all ends only when there is free time, you can finally sleep off and no longer use them “Если там их в неделю пить каждый день то в какой-то момент…и не спать при этом еще…то в какой-то момент наступает состояние, когда ты не можешь начать следующий день без энергетического напитка - ты очень хочешь спать. Получается порочный круг: ты их пьешь, ты не спишь, далее ты чтобы продолжить день и дальше что-то делать, тебе опять нужно их там банку выпить допустим. И в результате это все кончается только тогда, когда появляется свободное время, можно отоспаться наконец-то и уже их не употреблять”” (Interview 19, 22 years)

The addiction caused by the abuse of beverages was solved by the respondent independently using constant monitoring of the use of beverages - a diary was created, in which information was entered daily about the number of energy drinks consumed, alcohol, sedatives, and cigarettes smoked, as well as the quality of sleep. After a while, the respondent overcame her addiction and was able to relax her control over consumption, which helped not only to improve her physical condition and solve sleep problems but also to get rid of the self-blame that plagued her during daily use of drinks.

Another sub-theme was self-harm, which also took place during the consumption of drinks by the respondents. Here, the use of beverages has an element of deliberate use for harm to health, deterioration of physical and mental health:

“And since this is all in my mind it is marked a little negatively, it's like I'm doing a little self-harm...and energy drinks sometimes become a way to make myself worse and better. It's like alcohol. You can also take an energy drink to have a better and more fun time, but you know that there will be further suffering “И поскольку это все у меня в сознании это маркируется немножко негативно, то я как будто немного занимаюсь селф-хармом…и энергетики иногда становятся способом сделать себе и хуже, и лучше. Это как с алкоголем. Так же и энергетик можно взять чтобы лучше и веселее провести время, но ты знаешь, что дальше будут страдания”” (Interview 19, 22 years)

Another reason for consumption in this topic was the desire to reward yourself for some actions, that is, energy drinks acted as something to deserve. This was often due to a person's general state, loss of motivation, or emotional depression.

Thus, the analysis shows the relationship between the consumption of energy drinks and the respondents' lifestyle, which is characterized by established behavioral practices and unfolds in certain contexts (Бурдье, 1998): for example, for a student who is involved in learning and is intensely engaged in intellectual work, an energy drink is an indicator of belonging to a group of students and a signal of exhaustion, while for a party-goer it helps to maintain a habitual form of leisure.

Summing up the previous parts of the analysis, certain hypotheses can be established for verification by quantitative methods. First, according to the literature review, review of forum materials, and analysis of interviews, it can be assumed that the motivations and context of energy drink consumption are different among students. For example, it is supposed that working and non-working students drink energy beverages with different frequencyand in diverse situations due to possible role overload and the need to help themselves to cope with it. Second, since energy drinks can be used as a psychoactive substance and the consumption is sometimes seen as a risky practice, there is a positive association between alcohol use and energy drink consumption, asdifferent risky practices often have positive associations (Shiftman et al., 1994).But since the use of energy drinks and alcohol differs in expectations - the first one usually used because of expectations of charging energy and surging strength while the second one is about relaxation and relieve tension - the situations when they are used are different. The third assumption is about the frequency of use - it also can demonstrate the respondent's lifestyle and more frequent use of energy drinks occurs in different contexts compared to rare use.

Survey data analysis

Linear regressions.Table D1 shows the results of linear regression analysis: six models whose dependent variables were levels of energy drink consumption and mixing with alcohol for different periods (life, last year, last month) with coefficients for each independent variable and standard deviation. It is important that the significant level was p < 0.05.

In all models, significant factors were variables describing alcohol use and smoking over a lifetime.

The variables form of studying and having a job were not statistically significant in any model.

For the first model, where the dependent variable was the consumption of energy drinks over the past month, the statistically significant variables were gender (в = -0.21, women have a lower level of consumption of energy drinks compared to men) and smoking (в = 0.11, a higher level of smoking leads to a higher level of consumption of energy drinks).

In the case of energy drink consumption, the situation changes over the course of a year, and significant factors are gender (в = -0.39), age (-0.11), income level (в = -0.10), self-reported bad habits (в = 0.29), alcohol use, and smoking. The variables smoking and alcohol consumption had positive coefficients (в = 0.26; 0.30, respectively). As for gender, being a woman lowers the level of consumption again, while increasing age and income levels lowers the level of energy drink consumption. The self-reported presence of bad habits is positively associated with the consumption of energy drinks.

Referring to the use of energy drinks over a lifetime, statistically significant variables are academic performance (в = -0.14, negative association), bad habits (в = 0.29, those who claimed to have them have a higher level of consumption compared to those who do not have bad habits). The variables of alcohol consumption (в = 0.43) and smoking (в = 0.63) had higher coefficients compared to the previous model.

Factors that are statistically significant in models with the dependent variable mixing of alcohol and energy drinks are mainly related to bad habits (for mixing over a lifetime and the last year, the presence of bad habits has a positive relationship with the prevalence of mixing), smoking (a positive coefficient for smoking over a lifetime), and, obviously, drinking alcohol - a positive influence for each period.

Logistic regressions.The results of the logistic regression can be found in Table D2. The table shows coefficients b with standard deviation and statistics on model quality (AIC, BIC, Pseudo R2). The dependent variables, in this case, were the experience of trying of energy drinks, alcohol, and mixing for different periods.

At this stage of the analysis, the statistically significant factors were the experience of usage of alcohol and smoking: for models predicting energy drink consumption (в_alc= 0.74, в_smoke = 0.42) and mixing (в_alc = 0.33, в_smoke = 0.50) over a lifetime, as well as consumption of energy drinks over the past year (в_alc = 0.29, в_smoke = 0.44), in the case of mixing over the past year and month - only alcohol was significant (в = 0.84; 0.79, respectively), and having at least one use increased the chances of trying energy drinks. These variables have become insignificant only in the model that predicts energy drink consumption over the past month.

Self-reported presence of bad habits significantly increased the chances of mixing over a lifetime (в = 0.66), besides, increased income negatively affected the likelihood of consuming energy drinks at least once in the past year (в = -0.22) and month (в = -0.21).

Age was a significant factor only in the case of energy drink consumption over the past year - with increasing age, the probability of sampling energy drinks fell (в = -0.22). In addition, gender only affected energy drink consumption over the past month - men were more likely to consume compared to women.

Context analysis: energy drinks, and mixing.The analysis of the context of consuming energy drinks, alcohol, and mixing two drinks consisted of comparing the frequency of reported consumption situations within a group (one drink) and between different groups (different drinks). The summarized information is presented in Table D3.

Referring to the context and motivations of energy drink usage, it has a wide range of different situations. So, among the surveyed students, the most common reason for using is “need to cheer up or overcome drowsiness”, which was noted by almost 40% of them. This is followed by situations such as “meetings with friends”, “the need to reduce fatigue, desire to relieve tension”, and use “after strenuous mental activity” (for example, preparing for exams). There was no category, relevant for all students, the most frequent category was found only in 294 cases.

Less frequent context, but still presented in the responses, was the consumption of energy drinks while attending clubs, concerts, parties (about 4%), eating (3.7%), celebrating something (3.4%), and during sports (3.4%). These situations are similar to those which were identified at the interview stage.

Motivations for use that were only reported in the context of using energy drinks, compared with alcohol and mixing, were the responses “tried for the first time”, “just interest”, and “driving”.

Also, for checking the hypothesis about the association between having a job and context of energy drink consumption, the Chi-square test of independence was performed. Working students were more likely than non-working to use energy drinks because of fatigue and desire to relieve tension (p =0.035).

Thus, (1) the context and motivations of using energy drinks according to the data obtained differ among students, (2) to get rid of fatigue, during parties, and for the regulation of life are important situations of using energy drinks, but the main ones, according to the analysis, are the need to cheer up or overcome drowsiness, meetings with friends, the need to reduce fatigue, desire to relieve tension, and use after strenuous mental activity, (3) there is a relationship between having a job and context of use in the case of fatigue and desire to relieve tension, but, according to results of regression analysis, there is no significant association between the presence of job and level of energy drink consumption.

Comparing the usage of energy drinks (Figure D1), alcohol (Figure D2), and mixing (Figure D3), the difference in the context is evident. Based on a cross-sectional analysis (Table D), the consumption of energy drinks, unlike all others, was characterized need to cheer up or overcome drowsiness and the desire to improve their physical or mental condition, while alcohol consumption most often occurrs during meetings with friends and celebrating something. Consumption due to fatigue, desire to relieve tension is common for the energy drinks and alcohol while mixing of alcohol and energy drinks is most common during meeting friends, celebrating something, and visiting clubs, concerts, parties. Another important situation for alcohol consumption was a date or sex. Situations that are rehearsed within the framework of alcohol consumption, but not marked in the context of mixing, are “in solitude”, “during sports”, “during work”. Thus, the use of energy drinks is associated with a larger number of contexts, compared with alcohol and mixing, but is mainly described by the desire to affect the physical condition. The alcohol consumption and mixing are generally similar in context, for example, at parties, different celebrations, meetings with friends, but adding energy drinks to alcohol reduces the range of possible situations, narrowing them only to the entertainment context.

A Chi-square test of independence was performed to examine the relationships between the usage of energy drinks, alcohol, mixing, and context. The relation between these variables was significant, X² (38, N = 60) = 149.62, p =3.568e-15.

Thus, the context of consumption of these beverages is statistically significantly different.

Context and frequency.The analysis of the consumption context from a frequency perspective consisted of two parts. In the first, the frequency was divided into two categories - use more often than 10 times per year (almost every month; including 10) and less. The difference in all contexts was checked using the Pearson Chi-square test. In the second part, 7 categories of energy drink consumption were considered: 0, 1-2 times, 3-5 times, 6-9 times, 10-19 times, 20-39 times, 40 or more.

Table D4 shows the results of comparing different contexts of energy drink consumption in two groups. The statistically significant difference was shown by such situations as drinking on the weekend (p-value = 0.01187) and alone (p-value = 0.01391). Those students who consumed energy drinks frequently were more likely to drink on weekends. In addition, those young people who rarely drink energy drinks are significantly less likely to do it alone.

Another division into groups showed a statistically significant difference in such contexts as on weekends, due to fatigue, desire to relieve tension, and after strenuous mental activity.

In Table D5, it is evident that there is a strong positive association between usage of energy drinks 40 timesand more per year and “on weekends” context. Also, a strong positive association is observed in the case of usage “40 and more” times, and the situation of “fatigue, desire to relieve tension”. On the contrary, there is a repulsion between the drinking 1-2 times per life and the context such as “after strenuous mental activity” and “fatigue, desire to relieve tension”.



Discussion

Thus, by analysis of the forum materials that include discussion of energy drinks, the main groups of consumers of energy drinks were identified: young people as an age group, men concerned with improving sexual potential, drivers, people involved in sports, technology, and computer games. As the results show,representatives of these social groups are united not only by socio-demographic information, but also by their lifestyle, professional sphere and hobbies(but are united by the consumption of energy drinks). Review of marketing and scientific research has underlined that one of the main groups of users, as well as the main target for marketers and advertisers, is young people due to their growing involvement in the use of energy drinks. Further analysis focused on this group showed that consumption within this circle is also different and carries a social and cultural context.

The thematic analysis of the interview has resulted in five different blocks, within which practices, motivations and norms related to the use of energy drinks differ: (1) club life, mixing with alcohol, (2) comparison with alcohol - looking for describing similarities (mainly in public opinion) and differences (effect) between two substances, (3) hard studying and working periods, (4) self-management, and (5) problematic use. The main motivations for using energy drinks differ between respondents and the situations in which the use occurs: the main motivation in almost all “topics” is the desire to cheer up, improve physical condition and cognitive abilities, but in some cases, it is necessary to complete the tasks set for school or work, in others - to wake up and start the day actively, or stay up all night during parties. Other motivations are related to the desire to show their state of health, belonging to a group (as, for example, students), to influence the effect of intoxication while mixing with alcohol. Thus, energy drinks are integrated into the life of students in different ways, depending on the need they face, and in various situations can carry a different function.

Referring to norms, first of all, a large number of restrictions and regulations reported by students are related to the acceptable age of consumption. This value varies from 12 to 18 years, most respondents consider it normal to use drinks after 16. The reason for this is the harm that these drinks, in their opinion, cause to the young body, as well as restrictions already established in some territories on the sale of beverages by age. Besides, many respondents encountered barriers when purchasing, for example, sellers asked for a passport to check their age (in different situations, sellers checked whether the buyer was 14, 16, or 18 years old).

Since energy drinks do not have strict and uniform regulations for different territories, young people often independently set certain limits regarding the consumption of energy drinks or follow the rules that they think are most appropriate for their environment. So, many respondents noted the fact that they have to hide their use from their parents or avoid using it in their presence. Often parents and close relatives negatively perceive these substances and prohibit their use, as mentioned earlier, due to possible negative health effects, as well as perceived similarities and associations with alcoholic beverages.

Another normative part of consumption is the inappropriateness of energy drinks at formal events and meetings, which was noted by the majority of respondents. Such situations as an interview, client meeting or business meeting are not suitable for drinking these beverages, because, in their opinion, energy drinks are associated with parties, extreme sports, lack of sleep and readiness, which is also indicated by a bright jar of an energy drink that resembles a cheap alcoholic beverage.

It is important that the norms change depending on the context of use - the same respondent believes it is normal to drink energy drinks at the university, as other people there understand what is being used, and often do it themselves, but hides the use from parents and defiantly turns the can of energy drink on the street, so that passers-by do not confuse the drink with alcohol and do not express their indignation.

Quantitative analysis has shown that alcohol and smoking are statistically significant factors associated with the consumption of energy drinks, which confirms my hypothesis about alcohol and energy drinks relationships. Interestingly, the relationship increases with the length of the period - in the case of a month, alcohol, smoking, and bad habits are not a factor associated with consumption levels and experience of trying energy drinks and mixing, but in the case of these two variables over a lifetime, these variables have a strong positive relationship.In other words, the experience of trying of various substances and their occasional use are associated, rather than regular consumption.

As for the actual consumption of energy drinks, males are more likely to drink energy beverages, and, in the case of only a year, the consumptionis more common for younger students and students from lower-level families. Academic performance is a factor that affects the level of energy consumption over a lifetime - students with high grades are less likely to consume energy drinks, which is interesting, since a large part of this paper is related to the consumption for improvement of academic results, but it can be explained with the fact that this consumption may only be applied to those students who already have problems at school.

As can be seen from the analysis, combining work and study itselfis not a factor that affects the level of consumption of energy drinks, as previously suggested.

Analysis of the context of energy drink consumption has shown that energy drinks are actually used in a variety of situations and contexts, but are mainly characterized by a desire to cheer up, relieve fatigue, after heavy mental activity, as well as during meetings with friends, while alcohol and mixing are used in situations of fun, large companies, club visits, and parties. It is important that the addition of energy drinks to alcohol removes those contexts that are associated with relaxation and quiet time. These data support the hypothesis and can be explained by various effects on the human condition and, as mentioned earlier, related expectations from the usage of energy drinks and alcohol.

The frequency of consumption of energy drinks also showed interesting results - those who use frequently expand the range of situations in which they use energy drinks (for example, on weekends and alone). Rare use is more associated with the strenuous mental activity (for example, preparing for exams), and may be related to the frequency that students spoke about in interviews - consumption only during preparation for difficult exams and other stressful periods at school and work.

Limitations.This research may have some limitations. The first is related to the collected data and the fact that a group of students of higher educational institutions in Saint Petersburg represents a small part of the group of young people and has its characteristics that affect the result of the study. This limitation highlights the evidence of the difficulty of collecting data on such a wide heterogeneous group and provides an opportunity for further research among young people living in other cities and settlements of the Russian Federation without post-secondary education or those who receive a secondary vocational education.

Another limitation is connected with used forum data and relates to the fact that not all consumers can be represented in the Internet space (do not have access or do not want to discuss usage) or share their opinions on other resources (for example, social networks), so a review of market research was attached, which is a more reliable source of information about users.Two of these methods together make up the most practical and rapid way to look at the socio-group portrait of the energy drink market.

Thus, the consumption of energy drinks is largely related to a person's lifestyle, social circle, and cultural aspects of behavior in this environment. According to Bourdieu's theory, the consumption of any product by a person takes place in culturally legitimate conditions for a certain social group and carries a symbolic meaning. The lifestyle forms consumer practices through which the lifestyle is demonstrated to society.

Thus, the analysis helps to design the consumption of energy drinks and identify certain lifestyles that differ in a set of practices in different fields: consumption in the status of a diligent student who needs to find motivation for learning, improve their results and show others their involvement in the difficult university reality, an active party-goer who needs to recharge, as well as a person who is already involved in risky behavior or problematic consumption of other psychoactive substances.

The results found echo many studies on energy drinks and discussed in the Literature review section (such as the relationship with alcohol consumption, energy drink consumption as part of food behavior or as a tool for interventions in the physical state), but add to them the conditions of Russian realities, the use of the mix-method approach, which allows a more in-depth and reliable analysis of consumption practices, as well as offers a large number of opportunities for further research.

This paper has some practical applications. The study confirms that problem drinking is just part of the energy drinks consumption, but mostly young people use them in accordance with their needs, that is, functionally and in different contexts. Bans and restrictions on energy drinks can lead to a situation where it will be necessary to look for an alternative and replace energy drinks with other things. Thus, policymakers need to focus on the functions themselves and the possibilities for performing them without energy drinks as well as problem usage and risky behavior.



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