Gen-Z online purchase intention of 0.0% alcohol beverages in Malaysia: a stimulus-organism-response perspective

Purpose This study aims to use the stimulus–organism–response (SOR) theory, with affective responses acting as a mediator, to investigate Generation Z’s online purchasing intentions concerning 0.0% alcohol beverages in Malaysia. Design/methodology/approach This study used a quantitative approach that used purposive sampling. Structural equation modelling was the primary data processing tool. Data collection used a cross-sectional design, gathering responses from 215 respondents consisting of Generation Z Muslim consumers in Penang, Malaysia. Findings The survey uncovered significant confusion among Muslim consumers regarding alcohol, with many mistakenly believing that beverages labelled as 0.0% alcohol are entirely alcohol-free. Surprisingly, the results indicate that Muslim consumers not only express an intention to buy 0.0% alcohol beverages in the future but also to promote them to friends and family. Hence, it suggests a potential risk of normalising the purchase and consumption of these products, especially among Generation Z Muslim consumers. It highlights the need for caution in flooding such products of 0.0% alcohol beverages in the Malaysian market. Research limitations This research is cross-sectional and relies on data from the population at a single point in time. Although no causal inference can be made, this research does provide a snapshot of the phenomenon representing the current state of actual behaviour and attitude towards 0.0% alcoholic beverages, which can be valuable for future research related to similar areas of study. Furthermore, this research only focused on Generation Z, as other generations and populations from different countries will enhance its results in the future. Additionally, this research only focuses on cues; other variables such as subjective norms, knowledge, awareness, halal logos and labelling could improve future results. Practical implications This study applies the SOR framework to investigate the determinants of Muslim consumers’ purchase intention towards 0.0% alcohol beverages. The results will be beneficial and significant as this research has focused on the context of 0.0% alcoholic beverages. SOR in this research provides a better understanding of the aspects of consumer behaviour in terms of stimuli that influence purchase intention. This study revealed that by examining the effect of stimulus (extrinsic, intrinsic and conflicting cues) on purchase intention, affective cues significantly affect the product of 0.0% alcoholic beverages. The confusion about the term alcohol contributes to the perception that 0.0% alcohol defines the product as free from alcohol and consumables. The Malaysian language authority may revise the terms of alcohol to avoid confusion between alcohol and khamr. The Department of Islamic Development Malaysia (JAKIM) may enhance the protective actions by approaching future Generation Muslim consumers through different channels such as social media, influencers, education centres and others to educate consumers on alcohol or products that are forbidden (haram) to consume. This study also suggests that collaboration between the JAKIM and the Ministry of Health Malaysia in improvising the Packaging Act can help reduce the potential of such beverages and perplexing products in the Malaysian market. Original/value The current study addresses the confusion caused by the term “alcoholic beverages” in Malaysian settings. Since this term describes all categories of alcoholic beverages in the market, thus when certain products highlight that the alcohol has been removed, the consumer’s acceptance also changes as they previously viewed the problem with these products as only due to alcohol-related issues. The ramifications of this issue highlighted the confusion faced by Muslim consumers, particularly about alcoholic beverages’ status in the market, despite a clear fatwa ruling regarding these issues presented by JAKIM when this product was introduced in the Malaysian market years ago. In addition, this study’s results also contribute towards expanding the theoretical knowledge using SOR theory concerning consumer behaviour in the Malaysian setting and the context of 0.0% alcohol beverages.