Exploring the factors affecting consumer behavior towards the purchase of Nutraceuticals in Pakistan

Abstract

The aim of this study was to examine the association between factors affecting the purchase of Nutraceuticals and the health-conscious behavior of consumers in a Pakistani university population that consisted of millennials. Additionally, the sociodemographic profile of the respondents was also explored to understand the consumption pattern of these complementary medicines. The research model was tested using a questionnaire survey instrument, and the measurement scales were developed. Data was collected through the convenience sampling method. The survey was floated to around 300 undergraduate students at a local health care university. The association between variables influencing customers’ decisions to purchase nutraceuticals and their health-conscious behavior was described using multiple regression analysis. The first deciding aspect was how the products were perceived. Results confirm the hypothesis and assert that health-conscious consumers are influenced by their perceptions of nutraceuticals. Moreover, it was validated that the accessibility of nutraceuticals was not a significant issue, whereas the source of information was found to be statistically significant, confirming that the source of information influences the decision to purchase nutraceuticals. The purpose of this study was to look at the factors affecting Pakistani customers’ choices when making health-conscious purchases. With the growing popularity and rising awareness about the consumption of nutraceuticals among young consumers, it was important to understand how significant these factors were for health-conscious consumers. Perceptions of the nutraceuticals formed by the health benefits, safety features, and other product features such as taste packaging were found to be significant influencing factors along with the source of information. Interestingly, accessibility measured through cost, ease of purchase and ease of use had no significant influence on the purchase behavior.