Promoting preventive health behaviour among young Malaysian consumers: toward an integrated conceptual framework

Abstract

Research aimed at uncovering the motives for the use of dietary supplements among young consumers is of both marketing and public policy importance, and thus deserving of research effort. This research addresses this important health issue from a consumer research perspective, as it is believed that the ultimate responsibility for health maintenance rests with the individual. Drawing on the theory of planned behaviour, this research developed an integrated model to explain dietary supplement consumption, by incorporating a comprehensive set of consumer characteristics. Data were collected using a cross-sectional survey of 438 undergraduate students in Malaysia. Structural equation modelling was used to assess the hypothesised relationships. Findings reveal that health consciousness, health motivation and health value account for significant additional variance, suggesting the particular relevance of these consumer characteristics, in addition to social cognitive factors, in explaining dietary supplement use. This research contributes to marketing theory and practice as well as public health policy formulation.