Abstract
There are many evidences that relate nutrition deficiency with increased risk of chronic diseases. A clear understanding and knowledge on the factors influencing dietary supplements consumption is therefore important. This knowledge could assist health professional in developing their marketing strategies. A model is developed and tested examining the relationships between attitude, social influence and perceived behavioural control and consumption of dietary supplements among Malaysian consumers. Mall intercept survey was carried out to acquire data from 316 consumers using structured questionnaires at 10 hypermarkets in Malaysia. Construct measures were based on existing previous research. Measurement reliabilities and validities were established using confirmatory factor analysis. Hypotheses were tested using Structural Equation Model and accepted method for testing mediation effect. From the 10 hypotheses developed, 7 were supported. It was discovered that consumption of dietary supplements is positively been influenced by consumer attitude towards dietary supplements, normative influence, informational influence and perceived behavioural control. On the other hand, attitude towards dietary supplements is positively been influenced by normative influence and perceived behavioural control. The relationship between perceived behavioural control and dietary consumption behaviour is mediated by consumer attitude towards dietary supplements. This research sets the ground for stakeholders in the healthcare and pharmaceutical sectors to improve their understanding of what drives dietary supplements consumption. Armed with this knowledge, marketers and health professionals could plan and execute their marketing strategies and health interventions more effectively. The theoretical implications and managerial implications of these findings are discussed.
Highlights
A common characteristic of most societies is the existence of dominant and co-culture
The null hypothesis of no significant relationship between the two variables is not accepted. This implies that there is a significant relationship between the two variables at a 5% significance level
We focus on Group Deprivation and cultural identity-based social exclusion
Summary
A common characteristic of most societies is the existence of dominant and co-culture. The dominant culture in most cases usually belongs to the majority group while the co-culture to the minority. Minority ethnic group exhibit certain distinguishing characteristics which differ from the dominant group. These characteristics could be in terms of colour, race, religion, cultural practices and beliefs systems. The 13 clans differ from the Omodo clan on the basis of ancestral and migratory historical factors. It is on the basis of these factors that the cultural identity of the two groups was established. Within the context of this research, social exclusion on the basis of cultural identity, the Omodo group suffers residential segregation and exclusion from the dominant cultural practices
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