Students’ Consumer Behavior and Attribute Perceptions of Energy Drinks

Abstract

Due to the hectic lifestyles of people around the world, there is a growing demand for easily accessible quick food and beverages that can meet one's energy needs. Some, on the other hand, contend that processed foods and beverages particularly energy drinks that are packed with sugar are not always healthy and can even be detrimental to the body. Energy drinks are categorized as traditional foods/beverages or dietary supplements and are frequently offered in ready-to-drink versions (cans and shots). Through the Covid-19 pandemic and the years after it, Institute of Statistic in Albania reports that there is an increase in imports of energy drinks in Albania. This study examines students’ consumer behavior with regard to the consumption of different kinds of energy drinks presents in Albanian market. Sample of the study is 404 respondents (n=404) and the data are collected during the period January-March 2025. The respondents are students of ‘’Aleksander Moisiu’’ University in Durres, Albania. The use of statistical tests examine the correlation between consumer perceptions regarding to attributes of energy drinks and behavior. The output of factor analyses has dimensioned the eight attributes in three factors, which together explain 56.1% of the variation in the consumer behavior model. According to this model, a mix of functional attributes (Factor 1), emotional and sensory experiences (Factor 2), and situational factors related to consumption habits and price considerations (Factor 3) influence consumers’ behavior of energy drinks. The findings show Red Bull is clearly the market leader; these results also imply that companies like B52 and Eagle are a serious rival.   Received: 28 October 2025 / Accepted: 18 December 2025 / Published: January 2026