Supplements purchase intention: young consumer's perspective
ISSN: 0007-070X
Article publication date: 26 December 2022
Issue publication date: 30 May 2023
Abstract
Purpose
This study aims to investigate the factors that influence young consumers' purchase intention towards dietary supplements (DS) in Malaysia.
Design/methodology/approach
The supplement industry in Malaysia has been growing rapidly recently due to a paradigm shift in healthcare management, from curative to prevention. Thus, it has sparked interest to conduct a study on the factors that influence young consumers' purchase intentions towards DS. With a response rate of 74.5%, a survey questionnaire was used to elicit data from 149 Gen-Y respondents who consume supplements on a regular basis.
Findings
The results revealed that the influencing factors towards purchase decisions among these Gen-Y respondents aged between 17 and 25 are based on product knowledge and product quality. The implications of these findings and directions for future research are outlined at the end of this paper.
Originality/value
This study offers empirical insights from the perspective of an emerging digital economy on the factors that influence young consumers' purchase intentions towards DS in Malaysia.
Keywords
Acknowledgements
The authors would like to thank the Malaysian Ministry of Higher Education for providing the Fundamental Research Grant Scheme (No: FRGS/1/2021/SS01/USM/02/5) to fund this research. The authors also would like to acknowledge appreciation to the Universiti Sains Malaysia (No: 203/PPAMC/6712032) in giving their support to the authors to conduct this research.
Citation
Yeo, S.F., Tan, C.L., Leong, I.Y.C., Palmucci, D.N. and Then, Y.J. (2023), "Supplements purchase intention: young consumer's perspective", British Food Journal, Vol. 125 No. 7, pp. 2610-2627. https://doi.org/10.1108/BFJ-09-2022-0818
Publisher
:Emerald Publishing Limited
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