Vietnamese young adults attitudes toward nutritional supplement intake

Abstract

This research evaluates the effect of social cognition and marketer distrust on the nutritional supplement purchase intention, especially Vietnamese young consumers. Based on the theory of planned behaviors (TPB), which originally from Ajzen (2002), the study aim to clarify the relationship between marketer distrust, social elements (informative, normative influences), attidutes, perceived behavior and Vietnamese youth purchase intention. Target sample was undergraduate students form VNU with targeted aged between 18 and 22 years old. A total of 270 responses was acceptable. By applying Structural Equation Modeling, this study suggest a positive relationship between social norm, perceived control and behavioral intention. Additionally, empirical study about mediating role of attitude between other indicators and supplements purchase intention also be found. Moreover, findings indicates negative impact of marketer distrust toward behavior intention. Lastly, the study promotes some implications for marketers, retailers, healthcare experts and consumers who are interested in nutritional supplements market.