The Demarketing of Energy Drinks Using Facebook Media: A Healthcare Perspective

Haitham Alali, Raed Wishah, Ghazi Al-Weshah


Energy drinks are becoming a growing issue worldwide, particularly amongst young adults and adolescents. Many researchers and healthcare practitioners have reported serious health problems and even some of them have reported death cases were caused by the consumption of energy drinks. Due to that concern for the health of our youth and for their wellbeing, we noticed a need to research this issue in developing countries particularly in Jordan to unravel any potential health problems. Therefore, this research explores the impact of the de-marketing approach (health education and the pressure of peer, community, and parents) via Facebook to decrease energy drink consumption in young adults and adolescents. This study uses a quantitative method; the sample was limited to adults and adolescents from 15 to 24 years old.The link of the questionnaire had been uploaded along with an introduction page to the Facebook. Only 684 usable questionnaires were obtained. The results shows that the de-marketing variables such as health education and both community and parents' pressure have a significant impact on the respondents' intention to stop consuming energy drinks. On the other hand, there is no significant impact of peers' pressure on the respondents' intention to stop consuming energy drinks. Thus, the study proposes some applicable recommendations as a starting point to apply measures in order to avoid health problems that are related to risky consumption and unawareness of energy drinks side effects.


demarketing; energy drinks; healthcare perspective; health education; peer pressure; parents pressure; community pressure; Facebook.

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