Health awareness determines the consumer purchase intention towards herbal products and risk as moderator

• Dian Widyaningtyas ^[1] ; Wisnu Untoro ^[1] ; Ahmad Ikhwan Setiawan ^[1] ; Lilik Wahyudi ^[1]
  1. [1] Universitas Sebelas Maret, Indonesia
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 68, Nº. 3, 2023, págs. 26-45
• Idioma: inglés
• Títulos paralelos:
  • La conciencia sobre la salud determina la intención de compra del consumidor hacia los productos herbales y el riesgo como moderador
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El interés de los consumidores por los productos a base de hierbas es un tema interesante relacionado con la elección de un estilo de vida saludable. Durante esta pandemia, la demanda de productos a base de hierbas está aumentando. Este estudio tiene como objetivo obtener un estudio conductual objetivo del interés de los consumidores por los productos a base de hierbas. Exploramos más a fondo cómo el riesgo modera la relación entre la conciencia sobre la salud y la intención de compra. Este estudio implica que la conciencia sobre la salud tiene un efecto positivo en la intención de compra. La percepción del riesgo modera el efecto de la conciencia sobre la salud sobre la intención de compra del consumidor con un valor p significativo de 0.003.

  • English

    Consumer interest in herbal products is an interesting topic related to the choice of a healthy lifestyle. The trend in consumer demand for herbal products has increased in recent years. During this pandemic, the demand for herbal products is getting higher. Herbal products are widely used for individual health care or alternative medicine. This study aims to obtain an objective behavioral study of consumer interest in herbal products. We further explore how risk moderates the relationship between health awareness and purchase intention. This research implies that health awareness has a positively influence on purchase intention, and risk perception moderates the impact of health awareness on consumer purchase intentions to use herbal products with a significant p-value of 0.003. The framework model will be obtained to predict consumer intentions in purchasing herbal products

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