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Supplements purchase intention: young consumer's perspective

Sook Fern Yeo (Faculty of Business, Multimedia University, Melaka, Malaysia) (Department of Business Administration, Daffodil International University, Dhaka, Bangladesh)
Cheng Ling Tan (Graduate School of Business, Universiti Sains Malaysia, George Town, Malaysia) (Department of Information Technology and Management, Daffodil International University, Dhaka, Bangladesh)
Irene Yoke Chu Leong (Academy of Language Studies, MARA University of Technology–Melaka Campus, Melaka, Malaysia)
Dario Natale Palmucci (University of Turin, Turin, Italy)
Yu Jian Then (Faculty of Business, Multimedia University, Melaka, Malaysia)

British Food Journal

ISSN: 0007-070X

Article publication date: 26 December 2022

78

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. (2022), "Supplements purchase intention: young consumer's perspective", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-09-2022-0818

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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