This study advances the understanding of consumer behavior in emerging markets by examining the determinants of purchase intention for SOBRAGA beer in Gabon through an integrated theoretical lens combining the Theory of Planned Behavior and perceived value theory. Primary data from 258 respondents, characterized by a dominant young adult demographic (26–30 years; 37.2%) with strong purchasing power, reveal a prevalent beer consumption culture: 76% are occasional drinkers, with SOBRAGA consumed weekly (24.3%) or sometimes (29.5%). Notably, Régab emerges as the most preferred brand (95% of men; 57% of women), though 21% report rare purchases, highlighting latent market potential. Employing structural equation modeling, the research tests a framework where perceived value mediates the influence of subjective norms, perceived price, and perceived behavioral control on purchase intention. The findings confirm significant positive effects of perceived price and subjective norms, while perceived behavioral control exhibits a significant negative impact. Mediation analysis reveals that perceived value partially mediates the effects of perceived price and perceived behavioral control, but not the influence of subjective norms. The model demonstrates strong empirical support, with five of seven hypothesized paths validated. These findings yield substantive theoretical and practical contributions. Theoretically, the study validates an integrated model in an under-researched Central African context, enriching the literature on alcoholic beverage consumption in emerging economies. Managerially, SOBRAGA is advised to adopt value-based pricing strategies, amplify social influence through targeted communications and local influencers, and convert infrequent purchasers. From a policy perspective, collaboration between Gabonese authorities and domestic brewers could promote responsible consumption while enhancing national brand allegiance. The study thus provides a empirically-grounded framework for academics and actionable insights for practitioners aiming to shape consumer behavior in similar markets.
Purchasing Intention; Theory of Planned Behavior; Perceived Value.
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