A Causal Model of Health Consciousness, Perception of Risk and Benefits, Social Influence, and Attitude on the Intention to Purchase Vitamins and Nutritional Supplements by Generation y Consumers

Abstract

Objective: This study aims to (1) empirically investigate the goodness of fit of a causal model of intention to purchase vitamins and nutritional supplements among Generation Y and (2) reveal the direct and indirect effects mediated by attitudes toward the factors influencing this intention to purchase. Method: Of the Generation Y population, 480 samples were selected from multi-stage random sampling. Data is collected through a self-administered questionnaire and then analyzed with descriptive statistics and structural equation modeling. Results: The results first suggest that the causal model is empirically consistent based on the goodness of fit index (GFI) values of P-Value (0.000 N=480), /df = 2.17, CFI = 0.965, TLI = 0.952, RMSEA = 0.049, and SRMR = 0.046. Second, health consciousness, perception of risk and benefits, and social influence have direct and indirect effects towards the intention to purchase mediated by attitudes toward these products with a statistical significance of 0.01. Conclusion: The study reveals both direct and indirect influences between multiple factors and the intention to purchase vitamins and nutritional supplements by Generation Y consumers in Thailand.