Understanding Consumer Insights: Exploring Health Supplement Products Preferences in Malaysia

Amidst the COVID-19 pandemic, health supplement consumption surged as people sought to safeguard their health.This study examines Malaysian consumer behavior toward health supplements, focusing on attitude, social influence, self-efficacy, price, and product quality.Utilizing the Theory of Planned Behavior (TPB) as a conceptual framework, data from 439 health supplement users were gathered via an online survey and analyzed using SPSS version 28, using a 5-point Likert scale.Pilot studies, expert validation, and reliability analysis ensured instrument validity.Findings show moderate consumption behavior of health supplement products among Malaysians, with necessity, self-efficacy, and product quality as significant influencers, notably with product quality having the most impact.This study offers insights into Malaysian consumer dynamics, guiding interventions for healthier lifestyles and consumer well-being.It contributes to understanding consumer behavior in health supplement consumption, with practical implications for stakeholders, policymakers, and marketers.Future research could explore factors like perceived value, trust, brand reputation, and product knowledge to deepen insights into consumer preferences.