Consumer Buying Behavior towards Probiotics Nutraceutical Products in Malaysia
Scholars and practitioners acknowledge the importance of probiotics nutraceutical products to the human’s health. However, the sales of these products are still under the expectation in Malaysia compared to the global perspective. To address this gap, this paper draw on the health belief model to conceptualize the consumer buying behaviors as purchase intention and willingness to use probiotics nutraceutical products in Malaysia through self-administered online questionnaire at Survey Monkey website. The target population is individual adults in Malaysia and 395 respondents were recruited. The findings suggest that consumers’ self-motivation and belief in promoting health value are the key determinants of their buying intention towards probiotic nutraceutical products. Product knowledge is not a significant factor to be considered when engaging in the buying intention. Limitation and future research direction are provided.
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