Health awareness determines the consumer purchase intention towards herbal products and risk as moderator

Abstract

<h1>Consumer interest in herbal products is an interesting topic related to the choice of a healthy lifestyle. The trend in consumer demand for herbal products has increased in recent years. During this pandemic, the demand for herbal products is getting higher. Herbal products are widely used for individual health care or alternative medicine. This study aims to obtain an objective behavioral study of consumer interest in herbal products. We further explore how risk moderates the relationship between health awareness and purchase intention. This research implies that health awareness has a positively influence on purchase intention, and risk perception moderates the impact of health awareness on consumer purchase intentions to use herbal products with a significant p-value of 0.003. The framework model will be obtained to predict consumer intentions in purchasing herbal products. </h1>

Customers’ Purchase Intentions on Herbal Products and Supplements During the COVID-19 Pandemic

“…However, the relationship between health consciousness and customers' purchase intentions toward herbal products and supplements is still divergent. In general, previous research has found that health consciousness has positive and significant effect on customers' purchase intention toward herbal products, supplements, and organic and green products (Widyaningtyas et al, 2023;Handayani & Darmawan, 2022;Wahab & Tajuddin, 2020;Parashar et al, 2023;Damberg, 2022;Shah et al, 2021;Tan et al, 2019). Meanwhile, some researchers fail to find the significant effect of health consciousness on customers' purchase intention toward herbal products, supplements, and organic and green products (Sultan et al, 2019;Asteria & Hati, 2023;Echchad, 2023).…”