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

Abstract

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.