Consumer Buying Behavior towards Probiotics Nutraceutical
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Asian Journal of Research in Business and Management
e-ISSN: 2682-8510 | Vol. 2, No. 2, 1-22, 2020
http://myjms.moe.gov.my/index.php/ajrbm
Consumer Buying Behavior towards Probiotics Nutraceutical
Products in Malaysia
Chu Le Chong1*, Peng Hong Teh1
1
Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman University College, Kuala Lumpur,
Malaysia
*Corresponding Author: clchong@tarc.edu.my
Accepted: 1 June 2020 | Published: 15 June 2020
__________________________________________________________________________________________
Abstract: Scholars and practitioners acknowledge the importance of probiotics
nutraceutical products to the human’s health. However, the sales of these products are still
under the expectation in Malaysia compared to the global perspective. To address this gap,
this paper draw on the health belief model to conceptualize the consumer buying behaviors
as purchase intention and willingness to use probiotics nutraceutical products in Malaysia
through self-administered online questionnaire at Survey Monkey website. The target
population is individual adults in Malaysia and 395 respondents were recruited. The findings
suggest that consumers’ self-motivation and belief in promoting health value are the key
determinants of their buying intention towards probiotic nutraceutical products. Product
knowledge is not a significant factor to be considered when engaging in the buying intention.
Limitation and future research direction are provided.
Keywords: Nutraceutical, Probiotics, Buying Intention, Product Knowledge, Self-
motivation, Belief in Promoting Health Values, Malaysia
__________________________________________________________________________________________
1. Introduction
Malaysia is a vigorous country which has lived peacefully with the positive growth of
economic development and stable political since independence 62 years ago and aspires to be
a developed nation by the year 2020. If these development ambitions are to be accomplished,
Malaysia needs to reexamine its current health issues which have reached a state of alarming
debility recently in the country (World Health Organisation, 2019). The common health
issues such as obesity, overweight, coronary disease, diabetes, cancer, kidney disease, etc
(Mansor and Harun, 2014). This has raised some concerns to Ministry of Health (MOH) and
World Health Organisation (WHO) to encourage health awareness program and healthy
lifestyle activities. To exercise a good diet, awareness and spread of nutritious related
information on food intake has played an important role to solve the current health issues
(Ministry of Health, 2015). According to the report of Estonia-Latvia (2018), consumers in
Malaysia demonstrated a greater awareness in healthiness compared to other developing
countries with an improved literacy rate. Consumers in Malaysia are better refined with the
value of balanced diet that available in a nutrition supplement drink to maintain a good
health. Past research indicated that consumers are willing to pay and consume supplement
nutrition and functional foods when provided with information of nutrition and health
benefits (Hellyer et al, 2012).
Functional food is a food which contains added ingredients (bioactive components) with a
specific health benefit resulting in additional function to consumers (Hasler, 2002). The
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e-ISSN: 2682-8510 | Vol. 2, No. 2, 1-22, 2020
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example of bioactive components is soluble fiber, protein, probiotics, etc. The use of
probiotic products among the millennial of age group from 21 to 37 years old in United States
of America is common. The key factors of restricting the consumption of probiotics products
were budget limitation and awareness of healthiness for oneself (Kolady et al, 2018). In the
area of Kolkata and Haldia, Indian survey results indicated medical practitioners will
recommend probiotic products in the form of oral capsule or milk-based products on a regular
basis to treat gastrointestinal disorder, allergy and other medical cases (Chaudhury et al,
2015). Similar studies conducted at Ahmedabad India supports the earlier study that medical
professional with knowledge of probiotic health benefits are more likely to recommend
probiotics to their patients (Soni et al, 2018).
Mordor Intelligence (2018) reported in the year 2017, that the global probiotic products
market was valued at USD$ 46.54 billion and expected to have a compound annual growth
rate (CAGR) of 7.5% within the year 2019 until 2023. Consumer demand for health-based
products like probiotic nutraceutical products is high, especially the younger generation.
Probiotic nutraceutical products are one of the functional foods known for improving
gastrointestinal functionality and other benefits such as boosting of immunity, etc. (Shi et al,
2016). There is no clear demarcation for probiotic nutraceutical products across global
market. The limitation for the market growth is from the complexity in the regulatory,
technological aspects of product development and marketing activities to consumers.
In the context of Malaysia, probiotic nutraceutical products registered their strongest growth
rate of 15.4% with retail sales value of RM 9.0 million in year 2014 (Yap & Khatina, 2016).
The buying of probiotics is supported by its value in treating certain diseases and improving
immunity of consumers, leading to better health (Shi et al, 2016). The health supplement
market in Malaysia is forecasted to increase 7% of CAGR within the year 2015 until 2019
and probiotic nutraceutical products are expected to contribute to the market growth in
Malaysia (Reportbuyer, 2015). The understanding of consumer buying intention towards
probiotic nutraceutical products in Malaysia may help the marketers to plot a marketing
strategy that fits into the Malaysia market.
1.1 Problem statement
Nutraceutical product is a nutrition or part of a food that promote healthy lifestyle to
consumers, as it could be used as one of the disease preventive medicine or treatment of a
sickness (Kalra, 2003). Nutraceutical or dietary supplements are not same as a food,
considering the bioactive components have been insulated and mostly sold to consumers in
the form of capsules and tablets (Tee, 2011). Probiotic is one of the bioactive components
that has received increasing attention in year 2002 (Hasler, 2002). Probiotic has been defined
as a dietary supplement that comprises of certain microorganisms in correct formula as to
adjust the microflora types and population in the gastrointestinal system of the host and by
this exerts favorable implications to health on the host (Schrezenmeir & de Vrese, 2001).
Considering the complexity linkages between nutraceutical and medicines products, Stanton
et al. (2011) has defined nutraceutical products as kind of foods or drugs, adhere to its forms
and outcomes that brought to the consumers (Stanton et al., 2011). Hence, functional foods
have been viewed as nutraceutical products in Malaysia owing to its inconclusive
characteristic (Lau et al., 2013). According to Daud et al. (2017), nutraceutical products have
been processing as a food because nutraceutical products are not a pharmaceutical drug. They
also claimed that the regulatory authorities found hard to control the quality and ingredient of
the products because most nutraceutical products do not associated with the judiciary of
pharmaceutical enforcement bodies. As a result, consumers afraid that they might become a
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victim after eating the nutraceutical products, in view of the fact that most of the nutraceutical
products need not perform a detailed laboratory assessment to show the evidence of its
functionality. Among the functional foods, fermented daily product with probiotics is the one
with less sound scientific evidence and significant scientific agreement (Hasler, 2002). This
could be one of the reason of the sales of probiotic supplements contribute lesser in the
overall sales of dietary supplements by category from year 2012-2017. Therefore, this is
important to study the drivers of consumer buying intention of probiotic nutraceutical
products to increase the sales of this products in Malaysia by answering the following
questions:
RQ1. Will product knowledge significantly influence the consumer buying intention
towards probiotic nutraceutical products in Malaysia?
RQ2. Will belief in promoting health value have a significant influence on the consumer
buying intention towards probiotic nutraceutical products in Malaysia?
RQ3. Will self-motivation have a significant influence on the consumer buying intention
toward probiotic nutraceutical products in Malaysia?
Table 1: Sales of Dietary Supplements by Category: Value 2012-2017
MYR million 2012 2013 2014 2015 2016 2017
Co-Enzyme Q10 14.4 15.6 17.1 18.8 20.9 23.2
Fish Oils/Omega Fatty Acids 81.8 87.7 94.8 102.9 112.0 122.1
Glucosamine 40.0 42.7 46.3 50.5 55.2 60.6
Evening Primrose Oil 42.7 44.2 46.0 48.5 51.1 53.5
Garlic 21.0 21.2 21.5 22.3 22.9 23.4
Ginkgo Biloba 43.8 44.5 46.0 48.4 51.2 54.3
Spirulina 107.0 110.2 115.1 121.2 126.1 130.8
Minerals 84.4 86.7 90.2 95.5 101.3 107.6
Calcium Supplements 44.3 46.0 48.5 52.1 56.3 61.0
Protein Supplements 109.0 116.6 126.1 135.6 145.1 154.7
Lecithin 29.8 30.6 31.6 32.4 33.1 33.6
Probiotic Supplements 6.9 7.8 9.0 10.5 12.4 14.6
Source: Estonia-Latvia (2018)
2. Literature Review
2.1 The Health Belief Model (HBM)
The development of Health Belief Model was to explore individual difference in making
decision for using health services in Untied States (Rosenstock et al, 1988), and are related to
the desire to avoid and ameliorate illness (Abraham & Sheeran, 2015). This model can be
used by health industry due to its ability to predict individual who engage in health behaviour
believe that by doing so can improves or reduces severe consequences of their health
condition. The severe consequence could be suffering a sickness such as heart attack and the
engage in health behaviour is to consume of probiotic nutraceutical products according to the
information provided by the labelling of the product packaging or recommendation from
medical practitioners.
This model assumes an individual engagement in any particular health behaviour depends on
a number of health beliefs (Kapterin & Weinman, 2004). The health beliefs are fundamental
factor for an individual to maintain of existing good health status and preventing of possible
perception of bad health. HBM highlighted individual health behaviour is coming from a
combination of emotional and cognitive elements (Rosenstock et al, 1988), and the idea of
HBM emphases on two different view of health behaviour: the threat perception and the
behavioural evaluation. Threat perception relates to a “perceived susceptibility” to disease
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and a “perceived anticipated severity” of the consequences of such disease, whereas
behavioural evaluation considers the “benefits” and the “barriers” to a behavior of acceptance
(Abraham & Sheeran, 2015). Another two different psychological factors are the “cue to
action” and “health motivation” that applying to “the trigger of health behaviour when
appropriate beliefs are held” and as the “readiness to be concerned about health matters”
respectively (Abraham & Sheeran, 2015; Becker & Maiman, 1975). “Perceived behavioural
control” was suggested as an additional explanatory variable of health behaviour that is
necessary to be included in HBM (Rosenstock et al, 1988). This variable was assessed as
“Perceived self-efficacy” which defined as the extent of individual’s confidence concerning
their competence to create a specific level of achievement that change their way of living
(Bandura, 1991). Overall the health related beliefs with health related motivation collectively
affect individual behaviour towards maintaining healthy lifestyle (Becker & Maiman, 1975).
The cues to action in HBM is consumer’s strategies to activate their readiness for health-
related behaviour through the information, awareness and reminders of health-related
products or services where in this project study is the probiotic nutraceutical products
(Jayanti & Burns, 1998). Consumer’s awareness of health-related product information
awareness and reminders is either contributing to consumer’s product knowledge of probiotic
nutraceutical or a results of having such knowledge. Later studies indicated that consumer’s
functional food product knowledge alone is not sufficiently to change their consuming
behaviour (Worsley, 2002). Consumer self-motivation level and capability and assimilation
of knowledge to their benefits are a major factor to change their health-related behaviour such
as consuming of probiotic nutraceutical products (MacInnis et al, 1991). The higher level of
consumer’s self-motivation level leads to higher level of health information processing
(Maheswaran & Sternthal, 1990), which may leads to the next steps of consuming behaviour
(Cacioppo & Petty, 1982).
2.2 Factors Influencing the Consumer Buying Intention
2.2.1 Product Knowledge
A large scale global survey discovered a low consumption of functional foods (ACNielsen,
2005), this finding is confirmed by Menrad (2003) and Verbeke (2005). Low public
awareness of functional foods may lead to a missed opportunity to improve the general well-
being of a society. The ease of access to knowledge of the health quality of foods and the
availability of health food products are important for nutrition behaviours (Brug, 2008).
Nutrition knowledge plays an important role in consumer decisions regarding their food
behaviours (Stroud, 2013), and will greatly affect their buying intention and decisions. The
higher the nutrition knowledge of consumer, the more they understood the health effects of
the products (Steinhauser & Hamm, 2018), and the better understanding of the health effects
may have an effect on the consumer’s acceptance of functional foods. Likewise, lacking
nutritional knowledge could inhibit the consuming of functional foods.
According to Ares et al. (2008), a willingness to try functional foods is closely related to
nutritional knowledge and perception of one’s health (Ares et al, 2008). Nutritional
knowledge seems to be a key driver of taking functional food, where people with a higher
awareness of ingredients contained in functional foods tend to be more willing to buy them
(Bornkessel et al, 2014; Lu, 2015). Nutritional knowledge and healthiness of taking
functional foods is enhancing the willingness of consumers to pay a higher price for the
functional product (Badu-Gyan & Owusu, 2017). Consumers are willing to buy a pricey
functional products if they are having a higher level of product knowledge (La Barbera et al,
2016). Therefore, the spread of health information is important to ensure that consumers are
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informed of the beneficial functional foods because the lacking of nutritional knowledge will
hinder the buying intention of functional foods (Ares et al, 2008).
In order for consumers to accept and buy functional foods such as probiotic nutraceutical
products, consumers need to understand the link between the natures of the probiotic
nutraceutical products to the outcomes of taking them. The understanding of the relationship
of the nutritional value of probiotic nutraceutical products and consumers’ buying intention is
valuable to the marketer of probiotic nutraceutical products in understanding how to
communicate the health effects reliably to consumers (Waszkowiak et al, 2018).
2.2.2 Belief in Promoting Health Value
Health value is the primary reason people may be motivated in the intention that leads to the
decision to buying and consume a product. The most common general values that affect the
purpose of taking functional foods are self-fulfilment, self-accomplishment, self-satisfaction
and a feeling of security. Security is related to the belief in the health benefits or values that
consumers may receive through the consuming of functional foods (Urala & Lähteenmäki,
2004).
Perceived benefit as part of the Health Belief Model (HBM), is the belief in the advantage of
a recommended action that is able to reduce a threat (Champion & Skinner, 2008). Earlier
studies with the use of HBM are such as the belief of exercise behaviours to prevent
osteoporosis in pre-menopausal women (Soleymanian et al, 2014). A meta-analytical of 18
eligible studies indicated that HBM has been applied to develop behavioural change
interventions in health psychology (Jones, Smith & Llewellyn, 2014). An example of
perceived benefits is achieving better health through the consumption of probiotic
nutraceutical products. With regards to food choices, health values remain one of the major
outcome expectations (Lennernäs et al, 1997). In practice when the expected consequence of
a health-related issue is severe, easy to recognise, and presently imminent, the health values
expectations may significantly influence functional choices (Capaldi, 1996).
Improvement of health and wellness is strongly linked to the intention of using functional
food (Urala & Lähteenmäki, 2007). Consumers perceiving benefits of functional food
consumption was evidently the key driver for the willingness to consume functional food;
leading to improvement in performance, mood, health, and disease prevention (Annunziata &
Vecchio, 2011; Babicz-Zielinska & Jezewska-Zychowicz, 2017; Bech-Larsen & Grunert,
2003; Urala & Lähteenmäki, 2004; Vassallo et al, 2009). A qualitative study indicated that
besides taste-motivated reasons, another reason people moved from infrequent to frequent
consumption of functional food were health-motivated reasons owing to the reason of
suffering heart disease or high blood pressure (Nasse, 2001). Health values are comprised of
two facets: general well-being and disease prevention. The probiotic nutraceutical products
are clinically proven to improve the immunomodulation that leads to general well-being and
to prevent and treating certain diseases (Shi et al, 2016).
2.2.3 Self-Motivation
Consumer’s self-motivation is the leading force among human-being that drive their
preparedness to handle the data that associated to healthiness (Moorman, 1990). The degree
of self-motivation influences the advancement of consumers from healthiness data exhibition
to processing, attitude formation and finally the buying of the products (Mitchell, 1981). An
absence of self-motivation reduces willingness to process the information that associated with
healthiness and decrease comprehension of health-related information (Moorman &
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Matulich, 1993). The deficit level of capability poses issues for consumers to translate and
figure out the messages that related to healthiness. The consumer’s self-motivation and
capability are the significance factors affecting the willingness of handling an inspired note
(Cacioppo & Petty, 1982), including health claims of the probiotic nutraceutical products.
The interaction of consumer’s self-motivation level and capability affects consumers’ healthy
lifestyle (Moorman & Matulich, 1993). High self-motivation and capability will lead to the
greatest degree of healthiness data processing (Maheswaran & Sternthal, 1990).
The consumer’s level of information processing during or after a health-related knowledge
sharing session relying upon their self-motivation level and capability to handle and
assimilate the data and knowledge (MacInnis et al, 1991). With the current abundance of
health related information and knowledge in the print and electronic media, the opportunity to
access to health related information and knowledge is high; the remaining determinants for
driving consumer buying intention is their self-motivation and capability to process health
related information and assimilation of knowledge.
Research indicated that self-motivation and capability of information processing influences
the consumer’s health behaviour (Moorman & Matulich, 1993), and high consumer self-
motivation and capability leads to the highest health information processing level
(Maheswaran & Sternthal, 1990); modifications of behaviours will stay longer and the
marketer will be able to predict the consumer behaviours (Cacioppo & Petty, 1982). A good
self-motivated consumer will tend to spend more resources in possessing healthiness data and
knowledge (Prabha et al, 2007).
2.3 Research Gap
There are many studies in the area of consumer buying intention towards functional food in
Malaysia. Most of the studies were looking at functional food from intention to improve
individual health conditions (Shariff et al, 2016). Some studies included probiotics products
in their study with other functional food products. However, there is no published research
articles on the phenomenon of consumer buying intention focused on probiotic nutraceutical
products in Malaysia (Jeżewska-Zychowicz & Królak, 2015; Loizou et al, 2013; Markovina
et al, 2011; Salleh et al, 2015). The understanding of the value placed by consumers on
attributes of probiotic nutraceutical product can provide an insight about a product's
marketplace sustainability. It is important to study this phenomenon, whereby such results
will help marketers in devising the appropriate marketing strategies for probiotic
nutraceutical products for consumers in Malaysia. This research will look into three internal
factors that affect consumer buying behaviour for probiotic nutraceutical products, these are:
probiotic nutraceutical product knowledge, belief of the health value of probiotic
nutraceuticals, and the consumer’s self-motivation for the buying intention.
2.4 Hypotheses Development
2.4.1 Product’s Knowledge and Consumer Buying Intention
Consumers need knowledge of probiotic nutraceutical products to be able to decide which
products are beneficial to their health. In the European market the marketing communication
of probiotic nutraceutical products health benefits remains the most challenging part in the
success of probiotic nutraceutical product marketing activities (Lähteenmäki, 2004). A survey
in the USA indicated consumers in general are unable to identify food containing probiotic
microorganism (Stanczak & Heuberger, 2009). Amouzadeh’s (2012) study of USA college
student sample (n=304) to look into their perceptions and attitudes toward probiotics
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indicated a limited knowledge about probiotic functional foods. In one focus group study, the
results indicated that patients with gastrointestinal related diseases are interested in probiotics
but are not clear of the use of probiotic nutraceutical products (Mercer et al, 2012).
A study in Jordan indicated a high percentage of university students were not aware of
probiotics and their benefit, but students with probiotic knowledge were willing to try
probiotic product indicating the importance of probiotic knowledge to the willingness to use
probiotic products in general (Al-Nabulsi et al, 2014). A survey in New Zealand found
consumers would consider taking probiotic nutraceutical products if recommended by their
general practitioner but general practitioners in the studies indicated that they lacked the
knowledge of probiotic nutraceutical products to perform probiotic therapy (Schultz et al,
2011). According to Rijkers et al. (2013), independent organisations and/or government
bodies appeared to be the favorable reference of knowledge on the probiotic nutraceutical
products’ usefulness. Chaudhury et al. (2015) indicated medical practitioner were of the
opinion that the availability of probiotic nutraceutical products’ information, such as clinical
trials, were scarcely available to them as well as to their patients The sharing of probiotic
nutraceutical product’s knowledge with medical practitioners is critical for them to be willing
to prescribe them to their patient. Williams (2005) found an evidence that when the marketer
uses health claims in the marketing communication materials, consumers will be lead to
improve their understanding of the relationship between the dietary quality and related
diseases. At this stage of writing, probiotic nutraceutical product knowledge could be the
antecedent of the consumer buying behaviour, provided the product knowledge are justified
in linking probiotics to the perceived value of promoting their health. This gives us our first
hypothesis:
H1: Consumers’ product knowledge has a significant and positive influence on their buying
intention towards probiotic nutraceutical products in Malaysia.
2.4.2 Belief in Promoting Health Value and Consumer Buying Intention
The motive of functional food purchasing is to improve the health condition and preventing
health risks (Krystallis et al, 2008). In functional food studies which included probiotic
nutraceutical products, the willingness to use probiotic nutraceutical products was due to the
rewarding feeling of being able to manage individual health-care and to have the product
knowledge that to prevent disease related risks (Urala & Lähteenmäki, 2004). Diseases
prevention claims are the most valuable attribute to select probiotic functional food
(Annunziata & Vecchio, 2013).
Studies in Netherlands indicated health-conscious consumers were highly aware of the
benefits of consuming probiotics, while 50% of the research sample neither understand the
definition of probiotics nor trust probiotic nutraceutical products that had any health effect
(Rijkers et al, 2013). A focus group study found consumers will accept the probiotic
nutraceutical products’ information and see it is high in credibility if it is in line with their
current existing beliefs, and the information is endorsed by health experts (Bruhn et al, 2002).
In a study looking into young consumers in Klang Valley regarding their knowledge and
perception towards functional foods, awareness of the benefits leads to the positive
perception of functional food and believing they were beneficial to their health (Rezai et al,
2012). An improvement of health remains as one of the motivation factors for consuming
functional food that marketer should focus on in their functional food development
programme (Kraus, 2015). This gives our next hypothesis:
H2: Consumers’ belief in promoting health value has a significant and positive influence on
the consumer buying intention towards probiotic nutraceutical products in Malaysia.
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2.4.3 Self-motivation and Consumer Buying Intention
Peoples with high self-control with regards to health choices will be more selective of their
food types for consumption (Lappalainen et al, 1998). Disease prevention and improvement
of overall wellbeing are the major motivators to choosing functional foods (Urala &
Lähteenmäki, 2003). An individual’s lifestyle affects their health behaviour and desired to
take functional food products (Szakály et al, 2012). A desire for a healthy lifestyle is
confirmed to be a motivator that shapes the intention, attitude and willingness to consume
functional foods (Küster-Boluda & Vidal-Capilla, 2017). Attitudes and self-representation are
related the most to motivation; attitudes are associated with an predicted outcomes of the
behaviour. Health remains the major outcome expectations of for people’s food choice
(Lennernäs et al, 1997).
Earlier studies indicated that education through the sharing of health knowledge is critical to
health-promoting behaviour (Jayanti & Burns, 1998). Motivated consumers regularly update
their health related diet knowledge and multiple sources of knowledge empower them and
lead them to believe they have control over their health. Furthermore, their personal
experiences such as seeing someone they know died too young or advice from a physician
about their own state of health will motivate consumers to consume functional foods
(Schmidt, 2000). In a study of ten European countries (Hung et al, 2017), individual
motivation emerged as key component of the consumer’s processing and use of functional
food health claims information. Accordingly, we hypothesized that:
H3: Consumers’ self-motivation has a significant and positive influence on the consumer
buying intention towards probiotic nutraceutical products in Malaysia.
3. Research Methodology
This study follows an online survey approach. Online survey is able to reduce the overall
operation cost due to not needing to prepare a paper format of questionnaire (Granello &
Wheaton, 2011) and reach higher responses rates due to lacking of geographical boundaries
make larger samples possible. A five-point Likert scale was adopted to measure the degree of
agreement that ranging as of 1 (strongly disagree) and 5 (strongly agree). 40 sets of printed
questionnaire were distributed to assess the validity and reliability to ensure the developed
measurement in the questionnaire were appropriate in relation to the research questions. After
the pilot test, each measurement was modified according to comments and analysis results to
enhance its validity and reliability.
3.1 Measures
Table 2 summaries the sources for the measurement items.
Table 2: Summary of measurements items
Measurement Item Source
Product Probiotic nutraceutical products contain components of good Ong et.al. (2014)
knowledge bacterial that improve short term health.
Probiotic nutraceutical products contain components of good
bacteria that improve immunity in longer terms of consumption.
Consuming of probiotic nutraceutical products can reduce the use
of drugs/other medical therapy.
I know probiotic nutraceutical products contain good bacteria for
human health.
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I am personally very knowledgeable about probiotic nutraceutical
products.
I understand the probiotic bacteria species in the probiotic
nutraceutical products.
Belief Consuming probiotic nutraceutical products will contribute to Rezai et al. (2017)
general being.
Consuming probiotic nutraceutical products will helps to reduce
intestinal irregularities.
Consuming probiotic nutraceutical products will prevents
gastrointestinal illness risk.
Probiotic nutraceutical products are likely to have a beneficial
impact on my personal health.
Probiotic nutraceutical products allow me taking my personal
health in my own hands.
Consuming probiotic nutraceutical products will improve my health
condition.
Motivation I can buy the probiotic nutraceutical products easily. Ong et.al. (2014).
I pay attention to my gut health.
I pay attention to my blood cholesterol level.
I consume probiotic nutraceutical products because it is healthy.
I consume probiotic nutraceutical products because it is natural
product.
Intention I will consider purchasing probiotic nutraceutical product to Rezai et.al.(2017)
consume to promote my health.
I want to purchase probiotic nutraceutical product that bring values
of good health to me.
It is important to me that the probiotic nutraceutical products I eat
on a typical day keeps me healthy.
I am willing to consume probiotic nutraceutical products if they
were available on the market.
3.2 Sampling and data collection
A large scale data collection researcher sends out 650 invitations with the link to Survey
Monkey site to complete the survey online to potential respondents through social application
like WeChat, WhatsApp and email. A total of 395 respondents over the duration of two
weeks were collected and all questionnaires are valid for statistical analysis. This translates to
60.7% responses rate. The collected data will be tested with Statistical Package for Social
Science (SPSS) for its validity, reliability and hypotheses testing.
4. Results
4.1 Descriptive statistics
The characteristics of the total 395 respondents which completed the questionnaire are
tabulated in Table 2 with respect to their gender, marital status, age, educational level,
monthly income, household size (number of peoples live in the house) and living in urban or
suburban.
Table 3: Profile Characteristics of Respondents
Profile Characteristics Description Frequency Percentage
(n=395)
Gender Male 219 55.4
Female 176 44.6
Marital status Single 134 33.9
Married 250 63.3
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Divorced 11 2.8
Age Under 18 1 0.3
18-24 36 9.1
25-34 102 25.8
35-44 125 31.6
45-54 66 16.7
55-64 59 14.9
65 above 6 1.5
Education level Primary 2 0.5
Secondary 46 11.6
Diploma 74 18.7
Degree 193 48.9
Master 71 18.0
PhD 9 2.3
Household monthly income Less than RM 3,000 56 14.2
RM 3,001 – RM 5,000 97 24.6
RM 5,001 – RM 7,000 89 22.5
RM 7,001 – RM 9,000 57 14.4
RM 9,001 – RM 11,000 44 11.1
RM 11,001 - RM 13,000 17 4.3
RM 13,001 and above 35 8.9
Household size 1 – 2 peoples 85 21.5
3 – 4 peoples 174 44.1
5 – 6 peoples 109 27.6
7 and above 27 6.8
Living in Urban 324 82
Suburban/village 71 18
Most of the respondent were male (55.4 percent) and 44.6 percent were female. More than
half or 63.3 percent were married while another 33.9 percent were single and 2.8 percent
were divorced. In addition, 0.3 percent were aged less than 18 years old, 9.1 percent between
18–24 years old, 25.8% between 25–34 years old, 31.6 percent between 35–44 years old, 16.7
percent of the respondents in the ages of 45-54 years old, 14.9 percent were aged between 55-
64 and only 1.5 percent were aged above 65. A total of 2 and 46 respondents were educated
to primary and secondary level respectively, 74 were found to be college affiliated, 193 were
holding a bachelor degree, indeed 71 respondents were master degree holder, and 9
respondents were PhD holders or above. Almost 14.2 percent of the respondents have
household monthly income of less than RM 3,000, 24.6 percent of the respondents have
household monthly income between RM 3,001 to RM 5,000, while 22.5 percent of the
monthly income were between RM 5,001 to RM 7,000. About 14.4 percent were earning in
between RM 7,001 to RM 9,000 and approximately 11.1 percent of the respondents have
monthly income between RM 9,001 to RM 11,000. About 4.3 percent of the respondents
were earning between RM 11,001 to RM 13,000 and 8.9 percent were earning more than RM
13,0001. As for household size, over 21.5 percent of the respondents have family member 1-2
peoples live in the house, while 44.1 percent of the respondents have family member 3-4
peoples live in the house. About 27.6 percent of the respondents have family member 5-6
peoples live in the house and only 6.8 percent of the respondents have more than 7 family
member live in the house. Of the total 365 respondents, more than half of them (82 percent)
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were living in urban area, and remaining of them (18 percent) were living in suburban or
village area.
4.2 Goodness of Measures
Exploratory factor analysis and reliability test were employed on the variables as per the
study conceptual framework. The first variable namely product’s knowledge contains six
dimensions, while second variable is belief in promoting health value which contains six
dimensions. The third variable is self-motivation which contains five dimensions. Lastly, an
exploratory factor analysis was also being analyses on the four dimensions of consumer
buying behaviour towards probiotics nutraceutical products in Malaysia. So there are total 21
items.
4.2.1 Factor Analysis
A factor analysis on the 21 indicators of the current study was performed using a principal-
axis factor extraction to determine the factor structure. The four factors with eigenvalues
higher than one were removed and justifying a total of 64.388% of the variance on the full set
of variables (Appendix 1). A number of factor analyses were tested and showing that the four
factors are the most interpretable solution. An Oblimin rotation was conducted given that
factors were predicted to be inter-related. In the first round of running the factor analysis,
items PK3 were identified to have cross-loading values as 0.611 which is more than 0.50 and
therefore was dropped in the subsequent round. In the second round of running factor
analysis, item Motivation 3 was dropped due to high cross-loading value as 0.667. In the third
round of running factor analysis, all the conditions were satisfactorily fulfilled. In the
Bartlett’s test of sphericity, it assess the overall significance of all the correlations within the
correlation matrix, was significant with the value (χ2 (171) 4724.865, pAsian Journal of Research in Business and Management
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Motivation5 0.734 0.682
Consumer buying intention Intention1 0.793 0.779
Intention2 0.801 0.737
Intention3 0.724 0.597
Intention4 0.789 0.755
4.2.2 Reliability Test
A reliability test has been conducted to every single factor to check the measurement items
have internal stability and consistently measuring the particular variable (Sekaran & Bougie,
2016). Reliability was assessed through Cronbach’s alpha coefficients. The measures were
having an appropriate degree of reliability when Cronbach’s alpha figure are same as or more
than 0.70 (Nunnally, 1978). Table 5 presents the results of Cronbach’s alpha for all the
variables that were ranging from 0.74 to 0.90. These figures go beyond the threshold of 0.70.
Therefore, it can be implied that the measurement items have reached a satisfactory degree of
reliability.
Table 5: Reliability results
Variables Items retained Cronbach
Alpha
Product’s knowledge 5 0.773
Belief in promoting health 6 0.887
value
Self-motivation 4 0.727
Consumer buying intention 4 0.895
4.3 Pearson Correlation Analysis
Pearson’s correlation analysis is measuring the power of a relationship between two
variables. Correlation is an absolute value of r or effect size that describing the power of the
correlation with the guidance that given by Evans (1996) as below:
i) .00-.19 “very weak”
ii) .20-.39 “weak”
iii) .40-.59 “moderate”
iv) .60-.79 “strong”
v) .80-1.0 “very strong”
Table 6 shows the correlations among product’s knowledge, belief in promoting health value,
self-motivation and consumer buying intention. A positive, statistically significant and strong
correction between product knowledge and consumer buying intention (r = 0.628, pAsian Journal of Research in Business and Management
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4.4 Hypotheses Testing
4.4.1 Multiple Regression Analysis (MRA)
MRA is an inferential statistic that applied to investigate the relationship between a single
dependent variable and several independent variables (Hair et al, 2010). This section
discusses the outcomes of hypotheses analysis in Table 7. The table revealed that the three
variables can simultaneously interpret 64.1% of the variance identified in consumer buying
behaviour (R2 = 0.641, F = 232.507, p < 0.01). A thorough analysis on every variables show
that belief in promoting health value (β = 0.401, p < 0.01) and self-motivation (β = 0.422, p <
0.01) are crucial determinants for consumer buying intention, except product knowledge (β =
0.037, p > 0.01). This supports hypotheses H2 and H3, while rejecting H1. Through the
analysis, self-motivation (β = 0.422) seems to be the major driver to determine consumer
buying behaviour and followed by belief in promoting health value (β = 0.401).
Product Knowledge
0.037
Consumer’s buying
Belief in promoting 0.401** intention
health value
Self-motivation 0.422**
**p < 0.01 (t > 2.33), *p < 0.05 (t > 1.65)
Figure 1: Conceptual Framework with hypotheses results
4.4.2 Control variables analysis
Table 7 presents the path coefficients and R² changes values of the structural model. R² is a
coefficient of determination that measuring the extent of robustness between the regression
equation and the observed data (Bagozzi, 1994). This measure represents the proportion of
the total variation in the observed value of consumer buying intention around its mean value
that can be accounted for in the control variables. The results indicate that the direct effect of
control variables, like gender, age, education level, household monthly income and household
size on consumer buying intention is weak and insignificant (p > 0.05) whereas the direct
influence of marital status and living area are significant at 0.05 level. However, the results
show that the extent of marital status and living area influence on consumer buying intention
is very minimal explaining only 1.2 percent and 0.4 percent. According to Chin (1998), R²
values for explaining dependent variable is weak for those less than 19 percent.
Table 7: Effect of Control Variables
Consumer Buying Intention
Control variable R² changes Beta Coefficient t-value
Gender 0.004 0.026 0.853
Marital status 0.012 0.181* 2.031
Age 0.013 0.011 0.157
Education level 0.023 0.012 0.071
Household monthly
income 0.009 -0.025 -0.815
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Household size 0.002 -0.051 -0.928
Living area 0.004 -0.069* -2.291
**p < 0.01 (t > 2.33), *p < 0.05 (t > 1.65)
5. Discussion
Our results do not support H1 which hypothesize that probiotic nutraceutical product’s
knowledge has a significant influence on the consumer buying intention toward probiotic
nutraceutical products in Malaysia. This indicated Malaysia consumer has probiotic
nutraceutical products buying intention despite low level of probiotic nutraceutical
knowledge. This could due to consumer stronger belief in promoting health value and
stronger self-motivation that leads to the buying intention. Research indicated that consumer
in general and medical practitioner particularly have no or low level of functional foods
knowledge particularly food that contain microorganism such as probiotic nutraceutical
products (Al-Nabulsi et al, 2014; Mercer et al, 2012; Payahoo et al, 2012; Schultz et al, 2011;
Stanczak & Heuberger, 2009). Study in Penang, Malaysia indicated consumers were keen to
know more about the benefits and safety issue of consuming nutraceutical products (Khan et
al, 2011), indicated consumer’s self-motivation and perceived of benefits received by them
after consume of nutraceutical products is priorities the product knowledge by itself.
The results support H2 which hypothesize that belief in promoting health value has a
significant influence on the consumer buying intention toward probiotic nutraceutical
products in Malaysia. This is in line with the literatures indicated that consumer’s intention to
obtain health value is primary reason for consumer motivation to consume functional foods
regardless of type (Vassallo et al, 2009). The belief in promoting health value leads to the
feeling of increase consumer’s security, self-fulfilment, self-accomplishment, self-satisfaction
by improving of general well-being through diseases prevention and treatment (Babicz-
Zielinska & Jezewska-Zychowicz, 2017; Nasse, 2001; Urala & Lähteenmäki, 2004; 2007).
Consumers’ willingness to pay at the functional food marketer pricing strategy significantly
influence by the functional food values received by the consumer (Pappalardo & Lusk, 2016).
Marketer who prove the knowledge that are able to increase in belief of promoting health
belief to consumer is one of the critical factor to drive consumer’s intention to buy probiotic
nutraceutical products.
H3 is also supported by hypothesizing that self-motivation has a significant influence on the
consumer buying intention toward probiotic nutraceutical products in Malaysia Consumer
high self-motivation to up keep wellness have strong urges and willing to spend time to
process health-related information includes the probiotic nutraceutical product information
and its effect to improve the wellness (Prabha et al, 2007). Healthy lifestyle and subjective
weighing of expected outcome of functional food consumption is the antecedent of self-
motivation to buying intention and consuming of functional food (Küster-Boluda & Vidal-
Capilla, 2017; Lennernäs et al, 1997). Consumer’s self-motivation to maintain wellness is the
primary factor to process and acquire various level of health-related information. The higher
the self-motivation level and high ability leads to the higher level of health information
processing (Cacioppo & Petty, 1982; Maheswaran & Sternthal, 1990; Moorman & Matulich,
1993). The self-motivation to maintain wellness could derived from the self-care movement
through managing own health. Combining with the increasing of health care costs, the buying
intention of probiotic nutraceutical products is the result of the high self-motivation level
leads to self-care behaviour to improve wellness outside the clinic setting.
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5.1 Theoretical implications
This paper presents an empirical research in consumer buying intention towards probiotic
nutraceutical products in Malaysia circumstances. It creates a value-added inputs to fill the
literature gap in practical research engaging consumer buying intention specifically focus in
probiotic nutraceutical products. Since there have been no studies that discuss the consumer
buying intention in probiotic nutraceutical products. Ultimately, the result findings have
constructed a research model for consumer buying intention towards probiotic nutraceutical
products. The critical drivers are belief in promoting health value and self-motivation which
is in line with the fundamental theory of the health belief model.
5.2 Managerial implications
This could be difficult for probiotic nutraceutical products to achieve greater sales in the
market of dietary supplements. Therefore, the result findings propose some guidelines for
marketers to put more efforts on the two critical drivers which are belief in promoting health
value and self-motivation, especially in the probiotic nutraceutical context for a better
strategic plan to remain competitive. The proposed framework can have an economic impact
to the pharmaceutical market by giving insights for supply chain partners that are interested
to increase the sales of probiotic nutraceutical products in Malaysia context.
5.3 Limitations and future research
This is worthwhile to share some limitations that bound to this paper. First limitation is that
the research was confined to individual level in Malaysia. So, the degree of generalisation to
other contexts that contrast with Malaysia such as Western countries is limited. Similarly, the
results may best be generalized within probiotic line and have limited generalizability to
other nutraceutical product such as fish oil, etc. This is because different product varies
considerably across the consumer buying intention pattern. Second limitation is this study
focused on the three key drivers that proposed by health belief model in consumer buying
intention. Future studies using the health belief model could suggest more key variables that
could influence consumer buying intention in other nation.
6. Conclusion
The results show that the two key drivers to influence the consumer buying behavior are
belief in promoting health value and self-motivation. In fact, the fundamental theory of the
health belief model is supportive to the results. However, Malaysia consumer has probiotic
nutraceutical products buying intention despite low level of probiotic nutraceutical
knowledge. Therefore, government may provide assistance to promote health value of
Malaysian in order to reduce the health issues. To encourage Malaysian to buy probiotic
nutraceutical product to remain healthy, government may provide subsidy for the
pharmaceutical shop to reduce the price and directly increase the motivation for the
consumers to buy probiotic nutraceutical product. On top of policy level, government could
introduce better training incentives to encourage medical practitioner to fully utilized the
functional foods knowledge particularly food that contain microorganism such as probiotic
nutraceutical products.
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