Yoon Kin Tong, David; Fa Tong, Xue; Yin, Evon - In: Young Consumers 13 (2012) 4, pp. 392-406
Purpose – This study has two aims: first, to develop a conceptual model for infused drinks innovation using the … and lifestyle variables predict innovation in infused soft drinks. The results from the moderated mediation analyses … indicate that both male and female young consumers prefer the innovation of drinks to suit local tastes and be produced locally …