Behavioral Intention of consumers towards health supplements and the factors affecting their purchase intention

Aim:

This study aims to investigate the behavioral intentions of general consumers toward health supplements and identify the key factors that influence their purchase decisions.

Objectives:

1. To understand the perception of consumers towards health supplements.
2. To examine the relationship between different factors affecting the behavior of consumers towards health supplements.
3. To examine the factors influencing the purchase of health supplements in different demographics.

Procedure:

1. This study uses a cross-sectional design, which will be conducted through a survey.
2. Various articles have been picked up and studied. Out of which, few were selected for the review. Various constructs have been chosen from these articles after a thorough review.
3. Only those significantly affecting Attitude, Subjective Norms and Perceived Behavior Control were selected.
4. A comprehensive questionnaire will be conducted using these factors to determine consumer behavior intention. The authors of past literature have used the theory of planned behavior. Many authors have made adjustments to the existing framework of the theory of planned behavior, which we have also considered. We will choose the constructs according to the relevance of our study. The Information regarding the study will be collected through these questionnaires about the use of health supplements.
5. In this context, Health supplements refer to any supplement containing concentrated nutrient sources such as amino acids, vitamins, minerals, and other dietary substances and having known nutritional or beneficial physiological effects. They can be in the form of tablets, powders, capsules, and syrups.
6. The questionnaire will be in English for easy public understanding. The study will include people who are willing to participate and are of sound mind. This will exclude people who are not sound mind and cannot make their own decisions. Convenience sampling will be used to scan participants for data. The questionnaire will be converted into a Google Form and distributed to these participants via email, WhatsApp, and social media.
7. The participants will only be from India, and Google Forms won’t be circulated to people outside India. The responses will be gathered from primary contacts and their secondary contacts, facilitated by sharing them with the primary contacts.
8. The study will collect data on the questions related to Attitude, Subjective Norms, Perceived Behavior Control, and the constructs of health Awareness, Relative Advantage, Social Influence, Functional Value, Perceived Cost, and Risk-Benefit Analysis on a 5-point Likert scale.
9. Data Collection and Analysis- The collection will continue until the desired number of responses has been obtained. Informed Consent will be obtained by providing detailed information about the study on the first page of the survey. The data analysis will be done using Jamovi Software.

Background:

In today’s fast-paced world, the increasing emphasis on convenience and health has significantly contributed to the rise of the health supplement industry. As consumer lifestyles become more hectic and the time for traditional home-cooked meals dwindles, a notable shift has occurred toward dietary supplements. The modern diet, frequently composed of foods treated with chemical fertilizers, pesticides, and genetically modified ingredients, often falls short of delivering the optimal nutrients required for good health. This shortfall has driven many consumers towards supplements as a viable alternative to bridge the nutritional gap. Statistically, 44% more women than men consume health supplements. The growing prevalence of chronic illnesses, decreasing life expectancies, and escalating healthcare costs across both developing and advanced societies are closely tied to increasingly sedentary lifestyles. Health supplements offer a supplementary means to address these issues as a preventive measure for various chronic conditions. Key consumer groups for these supplements include infants, young children, students aiming to enhance academic and extracurricular performance, fitness enthusiasts, pregnant women, and older adults managing chronic conditions like diabetes and arthritis. Over 80% of the Indian population experiences micronutrient deficiencies, weakening the immune system. Following the COVID-19 pandemic, there has been a notable rise in the consumption of nutritional supplements, primarily for immune system enhancement. Despite the increasing prevalence of health supplements in the market, there remains a significant research gap in comprehensively understanding the behavioral intentions of general consumers across different demographics. This study aims to fill this gap by exploring the attitudes and behaviors of diverse age groups, professions, and socioeconomic statuses toward health supplements.

Purpose:

The purpose of this study is to assess the behavioral intention of customers toward health supplements and establish what influences their choices. Health supplements have become popular as more customers become aware of the benefits of preventing diseases and enhancing their health. However, consumer attitude and behavior depend on perceived benefits, relative advantage, social influence, and product awareness. The following research questions are therefore relevant: This study will seek to find out the following regarding the consumers’ attitudes towards the use of health supplements. From this knowledge, it becomes possible to address the following questions, thereby assisting the various stakeholders in providing health supplements, like healthcare providers, marketers, and policymakers, in formulating effective policies to encourage the right use of health supplements.