Effects of Perceived Benefit on Vitamin D Supplementation Intention: A Theory of Planned Behaviour Perspective

Abstract

There are many factors that affect vitamin D supplementation, including those from the theory of planned behaviour (TPB); however, how the perceived benefit acts in the model remains unknown. In the current study, we tested the efficacy of the TPB and the impacts of the perceived benefit (PBE) in the model. The subjects were 287 customers who purchased vitD from pharmacies in major cities in Taiwan. A structured questionnaire was used to collect the data. t-tests, analysis of variance (ANOVA), regression analyses, and path analysis via SPSS and AMOS were used to analyse the data. The original TPB model explained 47.5% of the variance of intention with the three variables of attitude (β = 0.261), perceived behavioural control (β = 0.183), and subjective norms (β = 0.169). The model that incorporated PBE increased the explained variance to 59.7%, and PBE became the strongest predictor (β = 0.310) and a significant mediator linking attitude, subjective norms, perceived control (ANC) with supplementation intention. PBE and attitude were the two most important variables in predicting vitD supplementation intention. We suggest that updated information regarding dietary sources of vitD and its benefits should be included in health- or nutrition-related courses in education programs for the overall health of the nation.

The effects of brand equity on millennials’ purchase decision for sports nutrition products in Ireland

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“…Subjective norms reflect how consumers perceive the opinion of significant others, such as close friends, family, or colleagues, about a behaviour (Ajzen, 1991;Chen,…”

“…The theory of planned behaviour can be applied to the study of intentions and behaviour, using its three dimensions: Attitudes, subjective norms and perceived behavioural control. The model has been used by researchers to study consumer purchase intention and behaviour for dietary supplements (Pawlak et al, 2008;El Khoury et al, 2021;Chen,…”

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Relationships among Vitamin D Insufficiency, Health belief, Quality of Life and Metabolic Syndrome in Northeastern Taiwanese Adults: A Cross-sectional Community-based Cohort Study

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