Customers’ Purchase Intentions on Herbal Products and Supplements During the COVID-19 Pandemic

Authors

  • Syafrizal Andalas University
  • Idris Gautama So Bina Nusantara University
  • Ali Vafaei-Zadeh Universiti Sains Malaysia

DOI:

https://doi.org/10.21512/bbr.v15i1.10447

Keywords:

purchase intention, herbal products and supplements, COVID-19 pandemic

Abstract

The research aimed to extend the Theory of Planned Behavior (TPB) by including health consciousness and health value as predictors of purchase intention on herbal products and supplements. The research applied quantitative hypothesis testing. Then, the convenience sampling technique was used in collecting research data. The survey was conducted on 260 herbal and supplement customers in West Sumatra. The research instrument was adapted from previous studies. Then, the research data were analyzed using Structural Equation Modelling (SEM) techniques with the software SmartPLS 3.0. The testing of extended TPB in the research finds that health consciousness and health value have a positive and significant effect on customers’ attitudes and purchase intentions. Among the three main predictors of purchase intention in TPB (customer attitude, subjective norm, and behavioral control), only control behavior positively and significantly affects purchase intention. This extended TPB contributes to the theory of purchase intention by including health consciousness and health value as new predictors in customers’ purchase intentions, especially for herbal products and supplements. The research implications are that marketers and other stakeholders need to carry out effective marketing communications about products and events that support the development of healthy patterns and lifestyles and spend some effort to facilitate consumers' access to herbal products and supplements.

Dimensions

Plum Analytics

Author Biographies

Syafrizal, Andalas University

Management Department, Economics and Business Faculty

Idris Gautama So, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

Ali Vafaei-Zadeh, Universiti Sains Malaysia

Graduate School of Business (GSB)

References

Ahsan, F. J., & Ferdinando, U. (2022). The purchase intention towards green cosmetics among female consumers in Sri Lanka: Role of health value as a mediator. FGS - CJMR Journal, 07, 1–35. https://doi.org/10.4038/cjmr.v7i1-2.68

Al Ansori, A. N. (2022, October 5). Permintaan multivitamin meningkat selama pandemi COVID-19, oknum nakal jual produk ilegal. Liputan6. https://www.liputan6.com/health/read/5087952

Ajzen, I. (1991). The theory of planned behavior. In Handbook of theories of social psychology (pp. 438–459). SAGE Publications Ltd. https://doi.org/10.4135/9781446249215.n22

Asteria, C. F., & Hati, S. R. H. (2023). The influence of perceived value, health consciousness and environmental awareness toward repurchase intention in green cosmetics. In Proceeding of International Conference on Innovations in Social Sciences Education and Engineering.

Ataei, P., Gholamrezai, S., Movahedi, R., & Aliabadi, V. (2021). An analysis of farmers’ intention to use green pesticides: The application of the extended theory of planned behavior and health belief model. Journal of Rural Studies, 81, 374–384. https://doi.org/10.1016/j.jrurstud.2020.11.003

Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11), 1–18. https://doi.org/10.3390/su11113045

Carolyn, G., & Pusparini, E. S. (2013). Analisis faktor-faktor yang mempengaruhi minat beli (purchase intention) konsumen terhadap produk perawatan diri berbahan organik. Universitas Indonesia.

Chinomona, R. C. C. (2016). Social influence, eco-literacy’s and perceived benefit impact on attitude and purchase intention of herbal cosmetics by Generation Y cohort (Master thesis). University of the Witwatersrand.

Damberg, S. (2022). Predicting future use intention of fitness apps among fitness app users in the United Kingdom: The role of health consciousness. International Journal of Sports Marketing and Sponsorship, 23(2), 369–384. https://doi.org/10.1108/IJSMS-01-2021-0013

Dimyati, V. (2020, May 4). Di tengah pandemi COVID-19, tren belanja herbal dan suplemen meningkat. iNews.id. https://www.inews.id/travel/belanja/di-tengah-pandemi-covid-19-tren-belanja-herbal-dan-suplemen-meningkat

Echchad, M. (2023). The influence of social media usage and health consciousness on the purchasing intention of organic products: The mediating role of attitude. IROCAMM: International Review of Communication and Marketing Mix, 6(1), 88–103. https://doi.org/10.12795/IROCAMM.2023.v06.i01.06

Fitriani, D., & Winda, G. N. O. (2023). Analisis pengaruh attitude, subjektif norm dan perceived behavioral control pada game Shopee Tanam terhadap purchase intention dan actual behavior. Innovative: Journal of Social Science Research, 3(3), 5313–5330.

Geovanca, C., Gabriel, M., Ariwati, S., & Lasmy. (2023). The effect of product development, health consciousness on purchase intention and decision. In 7th North American International Conference on Industrial Engineering and Operations Management (pp. 467–477). https://doi.org/10.46254/na07.20220149

Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002

Hafiz, A., & Permana, D. (2021). Analysis of the effect of attitude toward environment, perceived control behavior and ecological packaging on green purchase intention on packaging drinking water (AMDK) brand Cleo eco shape. European Journal of Business & Management Research, 6(1), 87–89. https://doi.org/10.24018/ejbmr.2021.6.1.689

Hair, J. F., Black, W. C., & Babin, B. J. (2010). Multivariate data analysis: A global perspective. Pearson Education.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sastedt, M. (2022). A primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). SAGE Publishing.

Handayani, B., & Darmawan, D. (2022). Study of green product purchase intention as influenced by environmental concern and health awareness. Studi Ilmu Sosial Indonesia, 2(1), 25–38.

Hasan, H. N., & Suciarto, S. (2020). The influence of attitude, subjective norm and perceived behavioral control towards organic food purchase intention. Journal of Management and Business Environment (JMBE), 1(2), 132–153. https://doi.org/10.24167/jmbe.v1i2.2260

Henry. (2020, April 12). Cerita akhir pekan: Apa produk gaya hidup terlaris di tengah pandemi corona COVID-19? Liputan6.com. https://www.liputan6.com/lifestyle/read/4225097/cerita-akhir-pekan-apa-produk-gaya-hidup-terlaris-di-tengah-pandemi-corona-covid-19

Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: A study of Gen Y consumers in India. International Journal of Retail & Distribution Management, 48(5), 517–536. https://doi.org/10.1108/IJRDM-02-2019-0042

Jayasinghe, J. A. S. C. (2020). The impact of reference groups’ recommendations on attitude towards organic foods and purchase intention with health consciousness as a mediator. Sri Lanka Journal of Advanced Social Studies, 10(2), 67–95. https://doi.org/10.4038/sljass.v10i2.7153

Jonathan, S., & Tjokrosaputro, M. (2022). The effect of attitude, health consciousness, and environmental concern on the purchase intention of organic food in Jakarta. In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) (pp. 567–574). Atlantis Press. https://doi.org/10.2991/aebmr.k.220501.086

Jung, H. J., Choi, Y. J., & Oh, K. W. (2020). Influencing factors of Chinese consumers’ purchase intention to sustainable apparel products: Exploring consumer “attitude–behavioral intention” gap. Sustainability, 12(5), 1–14. https://doi.org/10.3390/su12051770

Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 1–19. https://doi.org/10.3390/SU12187461

Nurhasah, S., Munandar, J. M., & Syamsun, M. (2017). Faktor-faktor yang mempengaruhi minat beli produk makanan olahan halal pada konsumen. Jurnal Manajemen dan Organisasi, 8(3), 250–260. https://doi.org/10.29244/jmo.v8i3.22473

Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386. https://doi.org/10.1016/j.jclepro.2022.135553

Rahayu, A. C. (2020, July 12). Permintaan multivitamin melonjak di sejumlah perusahaan farmasi akibat pandemic corona. Kontan.co.id. https://industri.kontan.co.id/news/permintaan-multivitamin-melonjak-di-sejumlah-perusahaan-farmasi-akibat-pandemi-corona

Shah, S. K., Zhongjun, T., Sattar, A., & XinHao, Z. (2021). Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter? Technology in Society, 65. https://doi.org/10.1016/j.techsoc.2021.101563

Shimul, A. S., Cheah, I., & Khan, B. B. (2022). Investigating female shoppers’ attitude and purchase intention toward green cosmetics in South Africa. Journal of Global Marketing, 35(1), 37–56. https://doi.org/10.1080/08911762.2021.1934770

Siaputra, H., & Isaac, E. (2020). Pengaruh attitude, subjective norm, dan perceived behavior control terhadap purchase intention makanan sehat di Crunchaus Surabaya. Jurnal Manajemen Perhotelan, 6(1), 9–18. https://doi.org/10.9744/jmp.6.1.9-18

Sultan, H., Ahmad, A., & Hashmi, A. (2019). The relationship of health consciousness and obesity perception with purchase intention for Coca Cola Pakistan. IRASD Journal of Management, 1(2), 74–86.

Tan, L., & Keni. (2020). Prediksi E-Wom dan subjective norm terhadap purchase intention: Brand attitude sebagai variabel mediasi. Jurnal Manajerial dan Kewirausahaan, 2(3), 765–774. https://doi.org/10.24912/jmk.v2i3.9590

Tan, Y. L., Wong, C. H., Ng, A., Hong, H., & Lim, K. Y. (2019). Factor affecting purchase intention of health supplement in Malaysia. INTI JOURNAL, 2019(5).

Uysal, A. (2023). The relationships among fear of COVID-19, health consciousness, attitude toward supplements, and purchase intention using a moderated mediation analysis. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 18(1), 145–161. https://doi.org/10.17153/oguiibf.1233783

Wahab, M. Z. H., & Tajuddin, A. M. (2020). The roles of health awareness and knowledge in medical takaful purchase intention. International Journal of Banking and Finance, 14, 95–116. https://doi.org/10.32890/ijbf2019.14.0.9913

Wathanakom, N. (2023). A causal model of health consciousness, perception of risk and benefits, social influence, and attitude on the intention to purchase vitamins and nutritional supplements by Generation Y consumers. Journal of Law and Sustainable Development, 11(7), e754–e754.

Widyaningrum, B., Imronudin, & Soepatini. (2021). The effect of health value, safety value, and environmental value on intention to purchase organic product: Empirical study of the Body Shop cosmetics. Journal of Management and Islamic Finance, 1(2), 186–203. https://doi.org/10.22515/jmif.v1i2.4144

Widyaningtyas, D., Untoro, W., Setiawan, A. I., & Wahyudi, L. (2023). Health awareness determines the consumer purchase intention towards herbal products and risk as moderator. Contaduría y Administración, 68(3), 26–45. https://doi.org/10.22201/fca.24488410e.2023.3426

Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 704. https://doi.org/10.1016/j.scitotenv.2019.135275

Downloads

Published

2024-02-26
Abstract 457  .
PDF downloaded 335  .