The Impact of Health Consciousness and Social Trends on the Willingness to Pay (WTP) for Premium Non-Alcoholic Spirits

Chowdary, P Prajwal

doi:https://doi.org/10.55041/ijsmt.v2i5.065

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THE IMPACT OF HEALTH CONSCIOUSNESS AND SOCIAL TRENDS ON THE WILLINGNESS TO PAY (WTP) FOR PREMIUM NON-ALCOHOLIC SPIRITS

AUTHORS:

P Prajwal Chowdary

Mentor

Dr.B S Sudarshan

Affiliation

DOI: 10.55041/ijsmt.v2i5.065

CC BY 4.0 License:

This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Abstract

This study investigates the rapid rise of the No and Low-Alcohol (NoLo) sector and the "Sober Curious" movement in Bangalore, India. It aims to resolve the pricing paradox of premium non-alcoholic spirits by analyzing Willingness to Pay (WTP) among urban Millennials and Generation Z. Using a quantitative descriptive design with a sample of 101 respondents, the research bridges behavioral economics and consumer psychology. Key findings reveal a statistically significant positive correlation between health consciousness and a premium WTP (₹350–₹450+). Furthermore, the "Zebra Striping" trend is identified as a budget-pacing mechanism rather than a spending multiplier. The market is strictly gender-neutral but age-stratified, necessitating a two-tiered business and pricing strategy for brands and hospitality venues.

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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.

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