The digital health generation: how AI and beliefs shape functional drink choices among Bangkok’s Gen Z

This study examines the factors influencing the intention to consume functional drinks among Generation Z consumers in Bangkok, Thailand. The research integrates the Health Belief Model, product choice attributes, and AI health information seeking to explain consumption intention. A quantitative approach was adopted, with data collected via an online questionnaire from 334 valid respondents and analyzed in SPSS. Multiple regression and one-way ANOVA were employed to test the proposed hypotheses. The findings indicate that perceived benefits, perceived barriers, cues to action, and self-efficacy significantly influenced consumption intention, while perceived susceptibility and perceived severity did not. Among product choice attributes, only price and perceived value were significant predictors. In addition, trust in AI-generated health information and perceived usefulness of AI positively affected consumption intention, whereas frequency of AI use was not a significant predictor. Demographic differences were minimal. Overall, the study concludes that functional drink consumption intention among Generation Z consumers is driven primarily by perceived benefits, value considerations, personal confidence, external cues, and trusted information sources rather than perceived health threats. The findings provide theoretical contributions to health behavior and consumer research and offer practical insights for marketers, policymakers, and digital platform developers targeting younger consumers.