Factors Affecting Bubble Milk Tea Consumption Among High School Students in Hanoi

Abstract

To study the factors affecting high school students’ consumption behaviour of bubble milk tea in Hanoi, the research team conducted a survey on 265 students who currently study at high schools in Hanoi’s inner-city districts, and used SMARTPLS software to process collected survey data. The research showed that 3 factors taken into account all had an impact on the same direction. Particularly, “Attitude toward bubble milk tea consumption” (TD) had the biggest impact with the impact level being 0.365; followed by “Perceived behavioural control” (HV) and “Subjective norms” (CQ) with the respective f igures being 0.288 and 0.162. There is no statistically significant difference in the decision to consume bubble milk tea between male and female students, and between students of different grades at high school. Based on the analysis results, the research team generated some discussions to attract students to consume more bubble milk tea.