The Relationships among Fear of Covid-19, Health Consciousness, Attitude toward Supplements, and Purchase Intention Using a Moderated Mediation Analysis

Authors : Adem UYSAL

Pages : 145-161

Doi:10.17153/oguiibf.1233783

View : 20 | Download : 15

Publication Date : 2023-04-01

Article Type : Research Paper

Abstract :The purpose of this study is to examine the relationship between fear of Covid-19 insert ignore into journalissuearticles values(FoC);, attitudes toward supplements insert ignore into journalissuearticles values(AtS);, health consciousness insert ignore into journalissuearticles values(HC);, and purchase intention insert ignore into journalissuearticles values(PI); by using moderated mediation analysis. The data acquired from 308 customers via face-to-face surveys were analyzed using descriptive statistics and structural equation modeling, and the process model produced by Hayes tested the hypotheses. The results show that the variable of AtA partially mediated the association between FoC and purchase intention. Health consciousness moderates the strength of the relationships between FoC and PI mediated by AtS. According to this, the influence of fear of Covid-19 on purchase intention via the attitudes toward food supplements differs according to consumers\` health consciousness insert ignore into journalissuearticles values(low vs. high);. The study provides essential cues for researchers, marketers, and advertisers of food supplements during the COVID-19 pandemic.
Keywords : Fear of COVID 19, Attitude toward Advertising, Purchase Intention, Health Consciousness, Food Supplement