EXAMINATION OF CONSUMERS' TENDENCIES TO PURCHASE NUTRITIONAL SUPPLEMENTS WITHIN THE THEORY OF PLANNED BEHAVIOR

Abstract

In this study, it is aimed to determine consumers' tendency to buy nutritional supplements and the factors affecting these tendencies within the scope of expanded Theory of Planned Behavior (TPB). For this purpose, data were obtained from people aged 18 and over living in Karabuk through a questionnaire. The hypotheses created within the scope of the research were tested with ANOVA, t-test, structural equation model and logistic regression methods. As a result of the study, it has been determined that there is a significant effect of gender, education level, monthly household income and the number of household members on the intention to purchase nutritional supplements. In the study, it was also determined that the dimensions of attitude, subjective norm, self-identity and past behavior had a statistically significant effect on the intention to purchase nutritional supplements.