There has been a surge in demand for premium single-serve juices, and college students may be in the forefront of this growing trend because of the perceived social status accompanied by their consumption. External influence (i.e., peer influence and social status) emerged as a component of motivation for the use of premium juices. Findings contribute to Veblen’s theory of conspicuous consumption, demonstrating that consumer motivation for status-laden products occurs even for consumable products that are relatively low cost.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.



Publication Date


Recommended Citation

Hardin, Robin, Childs, Michelle, Koo, Gi-Yong, and Park, Kwangho (2022). College students’ purchase behavior of single-serve premium juices. Journal of Applied Marketing Theory, 9(1), 35-47. ISSN: 2151-3236.

ref_jamt2022090104.pdf (252 kB)
Supplemental DOI list