Abstract
With the Covid-19 pandemic process, it is thought that people who want to be protected from the negative effects of the virus will turn to complementary and alternative medicine products with modern medicine in order to increase their body resistance and stay healthy. It will be important for businesses to track changes in consumer purchase intention and behavior towards these products. This study aims to examine the behavior of buying complementary and alternative medicine products of the Covid-19 epidemic within the framework of theory of planned behavior. In the research, an online questionnaire was applied to 402 people using the convenience sampling method. The structural equation modelling was used to determine the factors affecting buying behavior. As a result of the structural equation modelling, it was confirmed that attitude and perceived behavioral control variables have a positive and significant effect on the intention of buying complementary and alternative medicine. It was determined that subjective norms did not have a positive and significant effect on the intention to purchase complementary and alternative medicine. It was concluded that buying intention and perceived behavioral control had a positive and significant effect on buying behavior for complementary and alternative medicine products
Highlights
Theory of planned behavior (TPB) is a model that is widely used in social sciences and examines the consumers’ intentions and behaviors according to events or situations
It is known that complementary and alternative medicine (CAM) products are widely used in the prevention and treatment of diseases in different cultures around the world
Considering that individuals with high body resistance are less affected by the negative effects of Covid-19 (Güneş et al, 2020:127), it is expected that there will be an increase in the preference for CAM products besides modern medicine
Summary
Theory of planned behavior (TPB) is a model that is widely used in social sciences and examines the consumers’ intentions and behaviors according to events or situations. The closure of shopping malls and some areas in the entertainment sector and the prohibition of domestic and international travel have had effects on many areas and sectors. Some of these effects can be as in the following: shareholder activism (MansKemp & Zyl 2021), tourism (Acar 2020), income distribution (Bayar et al, 2020), consumer behavior
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