Citation
Yeo, Sook Fern and Tan, Cheng Ling and Leong, Irene Yoke Chu and Palmucci, Dario Natale and Then, Yu Jian (2023) Supplements purchase intention: young consumer's perspective. British Food Journal, 125 (7). ISSN 0007-070X
Text
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Abstract
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.
Item Type: | Article |
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Uncontrolled Keywords: | Young consumers, supplements, purchase intention, health consciousness |
Subjects: | H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
Divisions: | Faculty of Business (FOB) |
Depositing User: | Ms Nurul Iqtiani Ahmad |
Date Deposited: | 16 Mar 2023 01:50 |
Last Modified: | 27 Jun 2023 09:10 |
URII: | http://shdl.mmu.edu.my/id/eprint/11238 |
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