Energy drinks consumption among different social groups: motivations, factors and norms

Analysis of forum materials and marketing research, survey database analysis. Theoretical framework, empirical evidence. Marketing reports, theoretical thematic analysis of qualitative data themes and sub-themes. Hard studying and working periods.

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Язык английский
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52. Анализ рынка энергетических напитков в России в 2007-2011 гг, прогноз на 2012-2016 гг. (2012). РБК Магазин Исследований. https://marketing.rbc.ru/research/28152/

53. Бурдье, П. (1998). Структура, габитус, практика. http://www.old.jourssa.ru/1998/2/4bourd.html

54. Ерицян, К., &Колпакова, О. (2017). Современные подходы к изучению употребления энергетических напитков. Петербургская Социология Сегодня, 8. https://cyberleninka.ru/article/n/sovremennye-podhody-k-izucheniyu-upotrebleniya-energeticheskih-napitkov

55. Пресс-релиз рынка энергетических напитков в России. (n.d.). Retrieved May 19, 2020, from https://drgroup.ru/press-reliz-rinka-energeticheskix-napitkov-v-rossii.html

56. Российский рынок энерготоников. (n.d.). RetrievedMay 19, 2020, from https://www.marketing.spb.ru/mr/food/energy_drink.htm

Appendix A

Table A1

Descriptive statistics of forum data

Link

Number of answers

Year (last answer)

discussion club, “chatterers”

https://forums.rusmedserv.com/showthread.php?t=19678

1

31

2006

https://www.friends-forum.com/forum/showthread.php?t=72814

2

39

2018

https://forum.cofe.ru/showthread.php?t=91142

3

19

2006

http://freemindforum.3bb.ru/viewtopic.php?id=496

4

96

2011

http://forum-obscheniya.ru/viewtopic.php?id=671

5

74

2019

women's forum

http://www.woman.ru/health/medley7/thread/4052242/2/

6

109

2011

http://forum.cosmetic.ua/topic185682start20.html

7

66

2014

maternity

https://khabmama.ru/forum/viewtopic.php?t=32422

8

66

2012

video games, technologies, and gadgets

https://forums.playground.ru/talk/energeticheskie_napitki-147762/

9

187

2017

https://forum.ixbt.com/topic.cgi?id=15:44826-3

10

155

2008

https://dota2.ru/forum/threads/energeticheskie-napitki.1124381/

11

32

2017

https://forums.playground.ru/talk/kakoj_energeticheskij_napitok_samyj_luchshij-576915/

12

250

2020

https://sonic-world.ru/forum/topic/9927-пьёте-ли-вы-энергетики/?page=6

13

357

2013

pickup forum

http://forum.bealpha.com/index.php?showtopic=2434

14

15

2010

https://www.pickupforum.ru/index.php?showtopic=82606&page=3

15

54

2007

cars and driving

https://www.e1.ru/talk/forum/read.php?f=67&i=1388896&t=1388896

16

57

2015

https://forums.drom.ru/garazh/t1151064896.html

17

49

2008

reviews

https://irecommend.ru/taxonomy/term/939/reviews?tid=92186

18

200

2020

https://irecommend.ru/content/napitok-energeticheskii-kokakola-kompani-bern-energiya-tsitrusa

19

90

2020

https://market.yandex.ru/product--energeticheskii-napitok-monster-energy-green/169415222/reviews

20

65

2020

healthy lifestyle and sports

https://ne-kurim.ru/forum/threads/ehnergetiki.58870/

21

3

2019

http://snowboarding.com.ua/forum/topic/44841-энергетические-напитки-могут-вызвать-летальный-исход/

22

23

2013

https://www.sports.ru/tribuna/blogs/streamofconsciousness/2566394.html

23

250

2019

city forum

https://www.nn.ru/community/gorod/main/?do=read&thread=2157106&topic_id=47306257

24

172

2012

https://forum.ngs.ru/board/health/flat/1877570308/?per-page=50&fpart=1

25

75

2011

religion

https://asar-forum.uk/viewtopic.php?t=10460

26

7

2019

Appendix B

Guide of interview

Blocks

Questions

Block 1: Beginning

Hello! How do you want me to address you?

How old are you?

Tell me a little about yourself. Do you work or study?

Screening (inclusion criteria)

Have you ever consumed energy drinks? (if not, finish the interview)

Remember, how many times you have consumed energy drinks in the past 30 days?

Block 2: Attitude to energy drinks

How would you define what energy drinks are?

People have different attitudes to the use of energy drinks. Tell me, what do you think about energy drinks? What is the reason for this attitude?

What do you think, why people use energy drinks?

Who (which groups of people) are the main consumers of energy drinks? Why they are?

Do you think some professions are more related to energy drinks than others? What?

Block 3: The first usage

Do you remember when you learned about energy drinks for the first time? Tell me about it.

Do you remember the moment when you tried an energy drink for the first time? Tell me about it.

Block 4: The practices of consumption

Tell me, in what situations do you usually use energy drinks? (Development: why in a particular situation, how much is it usually, whether it mixes with something, whether there is any norm of use)

How many times per month do you consume energy drinks? If you compare the period now and earlier - did you start using energy drinks more or less? Why?

What effect do you expect from taking an energy drink?

What effect do you usually have after drinking energy beverages?

What is more important to you - the effect or taste?

If at some point energy drink is unavailable for some reason, what do you usually do? (Development: do you think you can replace energy drinks with something else? Why did you choose an energy drink?) How often do these situations occur?

Do you prefer any particular energy drink, or what comes to hand, then take it? (Development: if yes, why)

Do you have any personal restrictions on use/dose? Why?

Unit 5: The Environment/norms

How does your environment feel about your consumption of energy drinks? (Development: find out about friends, relatives, colleagues/classmates)

Does someone from your environment use energy drinks? (Development: who and in what situations, how does it differ from your usual usage)

Did you have to hide the use of energy drinks from anyone (parents/caregivers)? Tell me more.

Are there any situations in which it is inappropriate or undesirable to use energy? (Development: let's imagine a person of your age drinking energy beverages in the following situations, what would you think:

- In a lesson/in university;

- At work when communicating with clients;

- On the street;

- When playing sports;

- On vacation with friends;

- On a date;

Block 6: Energy drinks and alcohol

Do you drink alcohol?

If yes, how many times have you used it in the last 30 days?

Have you tried mixing energy drinks and alcohol? If yes: how often do you mix? What effect do you expect? When did you try mixing it for the first time? (Development: effect, consequences/safety)

What alcohol and energy drink do you prefer to mix?

Have you seen other people mix alcohol and energy? In what situations? What were the consequences/effects?

Have you tried mixing energy drinks with other drugs? Tell me about this experience (Development: When? How often do you do this? effect/consequences)

Block 7: Negative effects for health

Have you noticed any negative effects of energy drinks on your health? What kind?

Do you know anyone who has experienced any negative effects of drinking energy drinks? What kind?

Block 8: Barriers

Where do you usually get energy drinks? Do you buy them yourself, are you treated, or something else?

Where do you buy energy drinks?

What difficulties did you encounter when purchasing energy drinks?

Have you heard that the government wants to ban the sale of energy drinks? What do you think about this situation?

In your opinion, at what age can people start using energy drinks? Who can and cannot use them?

Table B1

Description of the secondary data: interview and respondents

Interview

Respondent

Year

Dura-tion (min)

Type

Context

Interviewer

Sex

Age

Educational status

Circumstances

Frequency of use

Negative experience

1

2018

na

semi-structu-red

research project*

member of project team

female

19

student, law

studying, mixing with alcohol

2 times per month

no

2

2018

na

semi-structured

research project

member of project team

male

20

student, sociology

at sports events, mixing with alcohol

1 time per month

addiction, sleep problems

3

2018

na

semi-structured

research project

member of project team

male

20

student

studying, work, mixing with alcohol

10 times per month

no

4

2018

na

semi-structured

research project

member of project team

female

19

student

studying, work

self-reported as “often”

no

5

2018

na

semi-structured

research project

member of project team

female

20

student

studying, at parties

self-reported as “often”

no

6

2018

na

semi-structured

research project

member of project team

male

20

student

at parties, studying, driving

self-reported as “often”

no; an exhausted body after mixing with alcohol

7

2018

23

semi-structured

research project

member of project team

female

19

student, sociology

at parties, studying

3 times per month

no

8

2018

24

semi-structured

research project

member of project team

female

19

student

studying

1-2 times per month

no

9

2018

19

semi-structured

research project

member of project team

female

20

student, sociology

beginning of a hard day, mood-boosting, at parties

10 times per month

no

10

2018

23

semi-structured

research project

member of project team

female

19

student, economy

studying, work, at parties

4 times per week

no

11

2018

10

semi-structured

research project

member of project team

male

19

student, management

beginning of a hard day, to stay awake

1-2 times per month

no

12

2018

8,5

semi-structured

research project

member of project team

male

21

student, economics

studying

3 times per month

no

13

2018

na

semi-structured

research project

member of project team

male

19

student, management

studying, to stay awake

2-3 times per month

stomach pain after use

14

2018

na

semi-structured

research project

member of project team

female

19

student, management

mixing with alcohol

3-4 times per month

no, but believes that addiction and health problems are possible

15

2018

na

semi-structured

research project

member of project team

female

17

student, sociology

to stay awake

4 times per month

difficulty breathing and heart problems after use

16

2018

22

semi-structured

research project

Serafima Pikunova

male

19

student, sociology

studying

3 times per month

heart problems after use

17

2018

23

semi-structured

research project

Serafima Pikunova

female

19

student, sociology

studying, mixing with alcohol

8 times per month

no, but friend vomited after mixing with alcohol

18

2018

19

semi-structured

research project

Serafima Pikunova

female

20

student, sociology

studying, work

2 times per month

no, but friend had liver disorder after long-term use

19

2019

45

semi-structured

course paper**

Serafima Pikunova

female

22

student, sociology

studying, work, at parties

self-reported as “rarely”

addiction, sleep problems

20

2019

39

semi-structured

course paper

Serafima Pikunova

female

22

student, sociology

at parties/raves, studying

self-reported as “rarely”

loss of consciousness after mixing with alcohol

Appendix C

Questionnaire

Variable

Question

Answer

Sex

what is your gender?

male, female

Age

how old are you?

17-25

Income level

what opportunities does your personal (or family) income provide to meet your needs (your family's needs)?

1) I live from paycheck to paycheck, sometimes not enough for the most necessary things;

2) There is enough money for daily expenses, but buying clothes and shoes is already problematic;

3) Income is enough for a normal life, you can save something, including for the purchase of durable goods;

4) I can save up for an apartment or a car;

5)At present, I cannot deny myself anything.

Academic performance

your academic performance can be described as …

1) unsatisfactory

2) satisfactory

3) good

4) excellent

Job

do you currently work in parallel with your studies in any paid job?

no; yes

Self-reported bad habits

do you have bad habits?

no; yes

Level of smoking

how many times in your life (year, month) have you smoked cigarettes?

“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more”

Level of drinking alcohol

how many times in your life (year, month) have you drunk alcoholic beverages?

“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more”

Level of drinking energy beverages

how many times in your life (year, month) have you consumed energy drinks?

“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more”

Mixing alcohol and energy drinks

how many times in your life (year, month) have you consumed energy drinks mixed with alcohol?

“0”, “1-2”, “3-5”, “6-9”, “10-19”, “20-39”, “40 and more”

Context of energy drinks usage/alcohol usage/mixing of alcohol and energy drinks

can you remember any situations when you have consumed energy drinks/alcohol/energy drinks mixed with alcohol in the past 30 days?

meeting with friends;

visiting clubs, concerts, parties;

celebration of something;

need to cheer up or overcome drowsiness;

on Friday;

fatigue, desire to relieve tension;

attending or watching sports events;

after strenuous mental activity (for example, preparing for exams);

trip to the countryside;

in solitude;

during sports;

eating;

during work;

tried for the first time;

use as medicine (for insomnia, colds, pain, nervousness, etc.);

during computer games;

during a romantic date or sex;

no reason;

just interest;

driving

Appendix D

Table D1

Linear regression analysis of level of energy drinks consumption and mixing per life, year, month

Model 1

(ED, month)

Model 2

(ED, year)

Model 3

(ED, life)

Model 4

(mix, month)

Model 5

(mix, year)

Model 6

(mix, life)

(Intercept)

0.45 ***(0.09)

1.13 ***(0.14)

1.89 *** (0.17)

0.06 (0.03)

0.15 *

(0.06)

0.35 *** (0.10)

sex

-0.21 **(0.08)

-0.39 **(0.13)

-0.26 (0.15)

-0.01 (0.03)

-0.01 (0.05)

0.00 (0.09)

age

-0.04 (0.03)

-0.11 * (0.05)

-0.00 (0.07)

-0.00 (0.01)

-0.00 (0.02)

0.05 (0.04)

study form

0.06 (0.07)

0.04 (0.10)

0.02 (0.13)

0.03 (0.02)

0.02 (0.04)

0.01 (0.08)

income level

-0.05 (0.03)

-0.10 * (0.05)

-0.08 (0.06)

-0.01 (0.01)

0.02 (0.02)

0.07 (0.04)

academicperform

-0.03 (0.03)

-0.06 (0.05)

-0.14 *(0.06)

0.02 (0.01)

0.02 (0.02)

0.05 (0.04)

presence of job

0.03 (0.07)

0.10 (0.11)

0.05 (0.14)

-0.04 (0.02)

-0.03 (0.05)

0.03

(0.08)

self-expressed badhabits

0.12 (0.08)

0.29 * (0.12)

0.29 * (0.14)

0.01 (0.03)

0.12 * (0.05)

0.39 ***(0.09)

level of smoking (life)

0.63 ***(0.09)

0.15 ** (0.05)

level of alcohol consumption (life)

0.43 ***(0.08)

0.22 ***

(0.05)

level of smoking (year)

0.30 ***

(0.07)

0.02

(0.03)

level of alcohol consumption (year)

0.26 ***(0.06)

0.16 ***(0.03)

level of smoking (month)

0.11 ** (0.04)

0.00 (0.01)

level of alcohol consumption (month)

0.03 (0.03)

0.07 *** (0.01)

N

663

663

663

663

663

663

R2

0.07

0.20

0.33

0.06

0.12

0.19

Note. All continuous predictors are mean-centered and scaled by 1 standard deviation. *** p < 0.001; ** p < 0.01; * p < 0.05.

Table D2

Logistic regression analysis of Predictors of energy drinks usage and mixing at least once per life, year, month

Model 1

(ED, life)

Model 2

(ED, year)

Model 3

(ED, month)

Model 4

(mix, life)

Model 5

(mix, year)

Model 6

(mix, month)

(Intercept)

0.76 **(0.27)

-0.14(0.24)

-1.10 ***(0.26)

-1.43 ***(0.28)

-2.07 ***(0.34)

-2.91 ***(0.52)

sex

0.05(0.24)

-0.27 (0.22)

-0.59 **(0.23)

-0.13(0.24)

-0.39(0.30)

-0.48 (0.46)

age

-0.02(0.10)

-0.22 *(0.09)

-0.15(0.11)

0.07(0.11)

-0.10(0.14)

-0.05(0.24)

study form

0.08(0.19)

0.03(0.18)

0.31(0.20)

0.10(0.20)

0.15(0.26)

0.25(0.42)

income level

-0.13(0.09)

-0.22 *(0.09)

-0.21 *(0.10)

0.12(0.10)

-0.02(0.13)

0.00(0.20)

academicperform

-0.16(0.10)

-0.10(0.09)

-0.12(0.10)

0.04(0.10)

0.14(0.13)

0.20(0.21)

presence of job

0.15(0.21)

0.09(0.19)

-0.04(0.22)

0.19(0.21)

-0.05(0.28)

-0.97(0.52)

self-expressed badhabits

0.17(0.23)

0.36(0.20)

0.38(0.24)

0.66 **(0.22)

0.40(0.29)

-0.02(0.51)

level of smoking (life)

0.74 ***(0.15)

0.33 *(0.13)

level of alcohol consumption (life)

0.42 ***(0.12)

0.50 ***(0.14)

level of smoking (year)

0.29 *(0.11)

-0.01(0.15)

level of alcohol consumption (year)

0.44 ***(0.10)

0.84 ***(0.14)

level of smoking (month)

0.19(0.11)

0.04(0.22)

level of alcohol consumption (month)

0.16(0.10)

0.79 ***(0.18)

N

663

663

663

663

663

663

AIC

724.41

838.61

687.78

688.29

471.93

228.21

BIC

769.38

883.58

732.75

733.25

516.90

273.18

Pseudo R2

0.26

0.18

0.11

0.21

0.17

0.15

Note. All continuous predictors are mean-centered and scaled by 1 standard deviation. *** p < 0.001; ** p < 0.01; * p < 0.05.

Table D3

Context of usage of different substances: number and proportion of reported situation

Context

Energy drinks (n, %)

Alcohol (n, %)

Mixing (n, %)

meeting with friends

41 (10,79%)

294 (27,2%)

45 (37,82%)

visiting clubs, concerts, parties

15 (3,95%)

75 (6.94%)

19 (15,97%)

celebration of something

13 (3,42%)

276 (25,53%)

33 (27,73%)

need to cheer up or overcome drowsiness

149 (39,21%)

11 (1,02%)

4 (3,36%)

on the weekend

8 (2,11%)

63 (5,83%)

7 (5,88%)

fatigue, desire to relieve tension

39 (10,26%)

82 (7,59%)

3 (2,52%)

attending or watching sports events

2 (0,53%)

5 (0,46%)

1 (0,84%)

after strenuous mental activity (for example, preparing for exams)

33 (8,68%)

30 (2,78%)

2 (1,68%)

trip to the countryside

10 (2,63%)

38 (3,52%)

1 (0,84%)

in solitude

11 (2,89%)

37 (3,42%)

0

during sports

13 (3,42%)

1 (0,09%)

0

eating

14 (3,68%)

44 (4,07%)

2 (1,68%)

during work

11 (2,89%)

37 (3,42%)

0

tried for the first time

2 (0,53%)

0

0

use as medicine (for insomnia, colds, pain, nervousness, etc.)

2 (0,53%)

11 (1,02%)

0

during computer games

10 (2,63%)

5 (0,46%)

1 (0,84%)

during a romantic date or sex

2 (0,53%)

71 (6,57%)

1 (0,84%)

no reason

2 (0,53%)

1 (0,09%)

0

just interest

1 (0,26%)

0

0

driving

2 (0,53%)

0

0

TOTAL

380 (100%)

1081 (100%)

119 (100%)

Table D4

Context by Frequency: proportion by group who drink less/more than 10 times per year

Context

Proportion for the group who drink more (%)

Proportion for the group who drink less (%)

meeting with friends

12,50

21,82

visiting clubs, concerts, parties

10,42

7,27

celebration of something

4,17

5,45

need to cheer up or overcome drowsiness

70,83

60,91

on the weekend

8,33*

0,00*

fatigue, desire to relieve tension

31,25

17,27

attending or watching sports events

0,00

0,91

after strenuous mental activity (for example, preparing for exams)

20,83

15,45

trip to the countryside

8,33

4,55

in solitude

14,58*

2,73*

during sports

10,42

7,27

eating

12,50

6,36

during work

0,00

1,82

tried for the first time

0,00

1,82

use as medicine (for insomnia, colds, pain, nervousness, etc.)

0,00

1,82

during computer games

4,17

2,73

during a romantic date or sex

2,08

0,91

no reason

0,00

3,64

Note. Pearson's Chi-squared test with Yates' continuity correction was used.

* p <.05

Table D5

Chi-squared test of Context by Frequency: residuals by group of usage per year

Context

Answer

0

1-2 times

3-5 times

6-9 times

10-19 times

20-39 times

40 and more

on the weekend

no

0.06

0.17

0.15

0.13

-0.05

-0.26

-0.56

yes

-0.38

-1.03

-0.95

-0.81

0.31

1.62

3.47

fatigue, desire to relieve tension

no

0.13

1.05

-0.05

-0.31

-0.37

0.35

-1.37

yes

-0.26

-2.01

0.09

0.59

0.70

-0.67

2.62

after strenuous mental activity (for example, preparing for exams)

no

0.46

1.05

-0.70

-0.34

-0.42

-0.17

0.25

yes

-1.01

-2.31

1.55

0.74

0.92

0.37

-0.54

Note. Only significant cases of context are presented.

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