Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumer attitudes toward dietary supplements consumption Implications for pharmaceutical marketing

Consumer attitudes toward dietary supplements consumption Implications for pharmaceutical marketing Purpose – Drawing on a socio‐cognitive model, the theory of planned behaviour (TPB), the aim of this paper is to investigate whether the effects of social cognition on intention to consume dietary supplements moderate by health motivation. Design/methodology/approach – This study was carried out using a cross‐sectional survey approach. Subjects comprised 438 undergraduate students from six universities in Malaysia. Findings – Given strong support for the extended TPB's application to dietary supplements consumption provided by the study, it seems feasible that desirable changes in attitude, social norms, and perceptions of control might lead to corresponding changes in behavioural intention. The empirical findings, which are based on multi‐group analysis, show that the strength of the relationships between informational influence, consumer attitude, and their intention to consume dietary supplements are strongly influenced by health motivation. Practical implications – This research sets the ground for stakeholders in the healthcare and pharmaceutical sectors to improve their understanding of what drives dietary supplements consumption. Armed with this knowledge, marketers and health professionals could plan and execute their marketing strategies and health interventions more effectively. Originality/value – The core contribution lies in an important extension of social cognitive model by incorporating the moderating effect of health motivation. This study demonstrates the measurement validity and predictive efficacy of the proposed integrative model which can be used as a promising framework to examine other preventive health behaviours. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Consumer attitudes toward dietary supplements consumption Implications for pharmaceutical marketing

Loading next page...
 
/lp/emerald-publishing/consumer-attitudes-toward-dietary-supplements-consumption-implications-VIhw8z0bv5
Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6123
DOI
10.1108/IJPHM-04-2013-0019
Publisher site
See Article on Publisher Site

Abstract

Purpose – Drawing on a socio‐cognitive model, the theory of planned behaviour (TPB), the aim of this paper is to investigate whether the effects of social cognition on intention to consume dietary supplements moderate by health motivation. Design/methodology/approach – This study was carried out using a cross‐sectional survey approach. Subjects comprised 438 undergraduate students from six universities in Malaysia. Findings – Given strong support for the extended TPB's application to dietary supplements consumption provided by the study, it seems feasible that desirable changes in attitude, social norms, and perceptions of control might lead to corresponding changes in behavioural intention. The empirical findings, which are based on multi‐group analysis, show that the strength of the relationships between informational influence, consumer attitude, and their intention to consume dietary supplements are strongly influenced by health motivation. Practical implications – This research sets the ground for stakeholders in the healthcare and pharmaceutical sectors to improve their understanding of what drives dietary supplements consumption. Armed with this knowledge, marketers and health professionals could plan and execute their marketing strategies and health interventions more effectively. Originality/value – The core contribution lies in an important extension of social cognitive model by incorporating the moderating effect of health motivation. This study demonstrates the measurement validity and predictive efficacy of the proposed integrative model which can be used as a promising framework to examine other preventive health behaviours.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Apr 1, 2014

Keywords: Health promotion; Malaysia; Social cognition; Theory of planned behaviour; Health motivation; Preventive health

References