Does the convenience enhance consumers' perception of the premium quality of dietary supplements

This study explores whether the convenience of dietary supplement consumption impacts consumers' perception of premium quality. Integrating consumer behavior and perceived value theories, we hypothesize that convenience (vs. inconvenience) in consuming supplements influences premium quality judgments. To examine this relationship, we conducted a series of scenario-based experiments. The results showed that more convenient consumption led to higher premium quality evaluations. Field surveys across diverse consumer groups further supported this link. Our findings enrich consumer behavior research and offer practical insights for supplement manufacturers to optimize product design and marketing strategies.