Assessing the Influence of the COVID-19 Pandemic on the Purchasing Intention of Vitamins in Kuwait using the Theory of Planned Behavior

Abstract

Using the Theory of Planned Behavior model developed by Ajzen in 1985, the authors assessed the influence of attitude (ATT) toward vitamins, health awareness (HA), perceived behavioral control (PBC), subjective norms (SN), and knowledge of COVID-19 (KN) on the purchasing intention (PI) of vitamins in Kuwait during the COVID-19 pandemic. A total of 587 adults living in Kuwait completed the online survey, which was available in both Arabic and English. The measured variables included health awareness, attitude, knowledge about COVID-19, purchasing intention, perceived behavioral control, and subjective norms. The findings indicate that HA has a significant impact on ATT. Furthermore, the results revealed that HA significantly influences ATT, ATT has a significant influence on PI, KN has a significant influence on ATT, KN has a significant influence on PI, PBC positively influences PI, SN has a significant influence over PI, and SN positively influences PI.