| Summary: | This research investigates the main factors affecting the purchase intention of health supplements in Malaysia. With the significant increase in health supplement consumption in Malaysia, firms need to understand what consumer needs are to strategically approach the market for competitive advantage. Different consumers have different needs and perceptions when it comes to consuming health supplements.
Theory of Planned Behavior model was used as the basis to create a conceptual model as this model is well known and has been proven by plenty of other research on its reliability on food related consumption. Other crucial factors effecting the purchase intention of health supplements was identified and studied. These are product knowledge, safety factor, social value, health consciousness, environmental factor, and brand consciousness. The study was conducted through a survey of 246 correspondents from Malaysia and data collected was analyzed using SPSS. Results and finding are critically studied with the aim of understanding the health supplement consumer market in Malaysia.
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