Factors Influencing Consumer Purchase Intention of Dietary Supplement Products in Penang Island Ooi Say Keat

Purchase of dietary supplement products is increasing despite the lack of clinical evidence to support health needs for consumption. The purpose of this crosssectional study is to examine the factors influencing consumer purchase intention of dietary supplement products in Penang based on Theory of Planned Behaviour (TPB). 367 consumers were recruited from chain pharmacies and hypermarkets in Penang. From statistical analysis, the role of attitude differs from the original TPB model; attitude played a new role as the mediator in this dietary supplement products context. Findings concluded that subjective norms, importance of price and health consciousness affected dietary supplement products purchase intention indirectly through attitude formation, with 71.5% of the variance explained. Besides, significant differences were observed between dietary supplement products users and non-users in all variables. Dietary supplement product users have stronger intention to purchase dietary supplement products, more positive attitude, with stronger perceived social pressures to purchase, perceived more availability, place more importance of price and have higher level of health consciousness compared to nonusers. Therefore, in order to promote healthy living through natural ways, consumers’ attitude formation towards dietary supplement products should be the main focus. Policy maker, healthcare providers, educators, researchers and dietary supplement industry must be responsible and continue to work diligently to provide consumers with accurate dietary supplement products and healthy living information.