Purchase intention towards dietary supplements during COVID-19 pandemic: consumers’ perspective

Wong, Y.Q. and Tan, B.C. and Lau, T.C. and Khan, N. (2021) Purchase intention towards dietary supplements during COVID-19 pandemic: consumers’ perspective. Food Research (Malaysia), 5. pp. 294-299. ISSN 2550-2166

The consumption of dietary supplements (DSs) has been steadily increasing in the wake of the COVID-19 outbreak in most countries. Consumer purchase intention towards DSs is expected to be of concern to many companies in the pharmaceutical industry. This study extends the Theory of Planned Behaviour by adding health consciousness and perceived price in the model to investigate its effect on consumer purchase intention towards DSs during the COVID-19 outbreak. A questionnaire-based survey was distributed via an online survey to 207 respondents. Results from multiple regression analysis revealed that consumer attitudes, subjective norms, perceived behavioural control, and health consciousness contributed significantly to purchase intention towards DSs. Perceived price did not have an impact on intention. Further investigation revealed that favourable attitudes towards DSs were the most important contributor towards purchasing DSs during the COVID-19 pandemic.

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Abstract

The consumption of dietary supplements (DSs) has been steadily increasing in the wake of the COVID-19 outbreak in most countries. Consumer purchase intention towards DSs is expected to be of concern to many companies in the pharmaceutical industry. This study extends the Theory of Planned Behaviour by adding health consciousness and perceived price in the model to investigate its effect on consumer purchase intention towards DSs during the COVID-19 outbreak. A questionnaire-based survey was distributed via an online survey to 207 respondents. Results from multiple regression analysis revealed that consumer attitudes, subjective norms, perceived behavioural control, and health consciousness contributed significantly to purchase intention towards DSs. Perceived price did not have an impact on intention. Further investigation revealed that favourable attitudes towards DSs were the most important contributor towards purchasing DSs during the COVID-19 pandemic.

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Item Type:	Article
AGROVOC Term:	food supplements
AGROVOC Term:	nutrients
AGROVOC Term:	consumer behaviour
AGROVOC Term:	health
AGROVOC Term:	prices
AGROVOC Term:	COVID-19
AGROVOC Term:	Health status
Geographical Term:	Malaysia
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	02 Jul 2025 03:14
Last Modified:	02 Jul 2025 03:14
URI:	http://webagris.upm.edu.my/id/eprint/2937

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