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

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.

Reliability and validity of the Chinese version of the COVID-19 Phobia Scale

“…At present, the C19P-S has been developed and adapted to multiple languages and cultures, including Turkish, English, Russian, Korean, and Japanese. However, a study with a Chinese population as subjects did not report the results of the reliability and validity tests of the COVID-19 Phobia Scale” [ 16 ]. They only reported the psychological and social dimensions when they applied the “COVID-19 Phobia Scale” to the Chinese samples.…”

Evaluation Of The Validity And Reliability Of The Turkish Version Of The Perceived Vulnerability To Disease Scale

“…A meta-analysis showed that individuals with four serious chronic diseases, including cancer, Parkinson's disease, heart disease, and diabetes, had higher scores in avoidance behaviors, anxiety, and depression (20). Another study showed that fear of COVID -19 had a positive influence on people's intention to buy supplements (21).…”

Analyzing Academic Discourse Evolution on Consumer Behavior and COVID-19 Using Topic Modeling

“…These studies also indicated that people tend to comply with expectations and restrictions in risky circumstances. Roberts and David (2021) identified that fear of covid-19 can cause increased self-efficacy as well as perceived behavioral control, with the emotional response influencing self-protective behavior (Liu et al, 2021). During the covid-19 pandemic, the perceived threat is positively correlated with the global adoption of preventive measures, resulting in elevated self-protection against the imminent threat (Itani & Hollebeek, 2021).…”

“…Within the protection measures that take into account a comprehensive approach to reduce the transmission of covid-19 both inside and outside the facilities, that is, not only focusing on consumers but also on the staff working in organizations, we can highlight: vaccination of employees, ensuring that social distancing is practiced, ensuring that masks are Marketing used appropriately, periodically evaluating employees for covid-19, promoting frequent hand washing, cleaning surfaces exposed to different people, and ensure adequate ventilation (Trm ic ´ et al, 2021). Liu et al (2021) suggested that protective motivation theory (pmt) is often used when an individual's self-protective behaviors arise through fear, such as the fear many people have experienced contracting covid-19. In the context of the pandemic we are experiencing, pmt can help understand how consumers perceive threats and how their reaction, when faced with them, impacts their behavior.…”

“…Other studies have used pmt to explain that people's fear influences their behavioral responses in such a way that they can minimize the resulting trauma, which explains why many people engage in risk-reducing behaviors through self-protection in the face of covid-19 to reduce the possibility of infection (Liu et al, 2021). In this sense, behaviors that minimize risks (e.g., wearing masks, maintaining social distance, washing hands regularly) are present in people who fear the consequences of covid-19 (Adunlin et al, 2021).…”