Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 15 May 2024
Issue publication date: 17 October 2024
Abstract
Purpose
The surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences.
Design/methodology/approach
Using purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework.
Findings
Results revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention.
Originality/value
The insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.
Keywords
Acknowledgements
The authors would like to express their sincere gratitude to the editors and the anonymous reviewers for their valuable time, insightful comments, and constructive feedback, which greatly contributed to improving the quality and clarity of this manuscript. Their expertise and dedication are deeply appreciated. Moreover, one of the authors, Michael M. Dent, unfortunately passed away prior to the publication of this article. His contributions to this research are greatly appreciated and acknowledged.
Citation
Cheng, B.-L., Cham, T.-H., Gao, Z., Abd Rahim, M.F.b., Lau, T.C. and Dent, M.M. (2024), "Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18 No. 4, pp. 621-648. https://doi.org/10.1108/IJPHM-06-2022-0057
Publisher
:Emerald Publishing Limited
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