Assessing the Influence of the COVID-19 Pandemic on the Purchasing Intention of Vitamins in Kuwait using the Theory of Planned Behavior

Using the Theory of Planned Behavior model developed by Ajzen in 1985, authors assessed influence attitude (ATT) toward vitamins, health awareness (HA), perceived behavioral control (PBC), subjective norms (SN), and knowledge COVID-19 (KN) on purchasing intention (PI) vitamins Kuwait during pandemic. A total 587 adults living completed online survey, which was available both Arabic English. The measured variables included awareness, attitude, about COVID-19, intention, control, norms. findings indicate that HA has a significant impact ATT. Furthermore, results revealed significantly influences ATT, ATT PI, KN PBC positively SN over PI.