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The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory

Author

Listed:
  • Cheng Liu

    (Department of Healthcare Administration, College of Medical and Health Science, Asia University, Taichung 41354, Taiwan
    These authors contributed equally to this work as first authors.)

  • Cheuk-Kwan Sun

    (Department of Emergency Medicine, E-Da Hospital, Kaohsiung 82445, Taiwan
    School of Medicine for International Students, College of Medicine, I-Shou University, Kaohsiung 82445, Taiwan
    These authors contributed equally to this work as first authors.)

  • Yu-Chia Chang

    (Department of Long Term Care, College of Health and Nursing, National Quemoy University, Kinmen County 892009, Taiwan
    Department of Medical Research, China Medical University Hospital, China Medical University, Taichung 404332, Taiwan)

  • Shang-Yu Yang

    (Department of Healthcare Administration, College of Medical and Health Science, Asia University, Taichung 41354, Taiwan)

  • Tao Liu

    (Sports Institute, Wuhan Huaxia University of Technology, Wuhan 430223, China)

  • Cheng-Chia Yang

    (Department of Healthcare Administration, College of Medical and Health Science, Asia University, Taichung 41354, Taiwan)

Abstract

This study aimed at assessing the impacts of the fear of COVID-19 on consumer buying behavior toward dietary supplements. This investigation was a cross-sectional study in which literate adults regardless of gender over the age of 20 were recruited from three pharmacies in three different districts of Wuhan City, China. A total of 598 questionnaires were analyzed after excluding 10 with incomplete information. The current study demonstrated that attitudes, subjective norms, and perceived behavioral control had a positive impact on the intention of purchasing dietary supplements. Fear of COVID-19 was related to an enhanced purchase intention toward dietary supplements. Attitudes, subjective norms, and perceived behavioral control were significant factors that mediated the association between the fear of COVID-19 and the purchase intention of dietary supplements. This study helps provide practical advice for stakeholders in the pharmaceutical and healthcare industries to tailor appropriate strategies for improving product promotion or healthcare-related interventions.

Suggested Citation

  • Cheng Liu & Cheuk-Kwan Sun & Yu-Chia Chang & Shang-Yu Yang & Tao Liu & Cheng-Chia Yang, 2021. "The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12900-:d:684693
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    References listed on IDEAS

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