Consumer attitudes toward dietary supplements consumptionIntl J of Pharm & Health Mrkt

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Authors
Nor Azila Mohd Noor, Sheau-Fen Yap, Kok-Hong Liew, Edwin Rajah
Year
2014
DOI
10.1108/IJPHM-04-2013-0019
Subject
Marketing / Health Policy

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International Journal of Pharmaceutical and Healthcare Marketing

Consumer attitudes toward dietary supplements consumption: Implications for pharmaceutical marketing

Nor Azila Mohd Noor Sheau-Fen Yap Kok-Hong Liew Edwin Rajah

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Nor Azila Mohd Noor Sheau-Fen Yap Kok-Hong Liew Edwin Rajah , (2014),"Consumer attitudes toward dietary supplements consumption", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 8 Iss 1 pp. 6 - 26

Permanent link to this document: http://dx.doi.org/10.1108/IJPHM-04-2013-0019

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Consumer attitudes toward dietary supplements consumption

Implications for pharmaceutical marketing

Nor Azila Mohd Noor

Othman Yeop Abdullah Graduate School of Business, University Utara Malaysia,

Sintok Kedah, Malaysia

Sheau-Fen Yap

Department of Marketing, Advertising, Retailing and Sales,

Auckland University of Technology, Auckland, New Zealand

Kok-Hong Liew

UUNZ Institute of Business, UUNZ, Auckland, New Zealand, and

Edwin Rajah

Department of Marketing, Advertising, Retailing and Sales,

Auckland University of Technology, Auckland, New Zealand

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.

Keywords Health promotion, Malaysia, Social cognition, Theory of planned behaviour,

Health motivation, Preventive health

Paper type Research paper

The current issue and full text archive of this journal is available at www.emeraldinsight.com/1750-6123.htm

This research is fully funded by the Fundamental Research Grant Scheme awarded by the

Malaysian Ministry of Higher Education. The authors would like to thank University Utara

Malaysia for their support in providing facilities for the project. Helpful comments from anonymous reviewers and the Editor are gratefully acknowledged.

IJPHM 8,1 6

International Journal of

Pharmaceutical and Healthcare

Marketing

Vol. 8 No. 1, 2014 pp. 6-26 q Emerald Group Publishing Limited 1750-6123

DOI 10.1108/IJPHM-04-2013-0019

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Introduction

There are increasing concerns in both developing and developed countries that poor dietary practices have an increased potential for causing chronic diseases and public health spending worldwide. While there is compelling evidence linking nutritional deficiency to potentially higher risks for chronic illnesses, scientists and health professionals are recognising the role of dietary supplements in disease prevention and health promotion activities (McGinnis and Ernst, 2001). Moreover, the relative ageing population worldwide is a further stimulus for the adoption of health related supplements in enhancing the health levels of the population in a country. Despite the potential problems arising from poor dietary practices, there are indications of consumers becoming more health conscious as reflected by the growth in the expenditures of health related and medical products categories. For instance, a recent report reveals that expenditure on health products and medical services has reached