Consumption of Dietary Supplement Products Among Malaysian Consumers: The Roles of Attitude, Social Influence and Perceived Behavioural Control

There are many evidences that relate nutrition deficiency with increased risk of chronic diseases. A clear understanding and knowledge on the factors influencing dietary supplements consumption is therefore important. This knowledge could assist health professional in developing their marketing strategies. A model is developed and tested examining the relationships between attitude, social influence and perceived behavioural control and consumption of dietary supplements among Malaysian consumers. Mall intercept survey was carried out to acquire data from 316 consumers using structured questionnaires at 10 hypermarkets in Malaysia. Construct measures were based on existing previous research. Measurement reliabilities and validities were established using confirmatory factor analysis. Hypotheses were tested using Structural Equation Model and accepted method for testing mediation effect. From the 10 hypotheses developed, 7 were supported. It was discovered that consumption of dietary supplements is positively been influenced by consumer attitude towards dietary supplements, normative influence, informational influence and perceived behavioural control. On the other hand, attitude towards dietary supplements is positively been influenced by normative influence and perceived behavioural control. The relationship between perceived behavioural control and dietary consumption behaviour is mediated by consumer attitude towards dietary supplements. 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. The theoretical implications and managerial implications of these findings are discussed.