Investigating the Drivers of Purchase Intention and Willingness to Pay a Price Premium for Dietary Supplements

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dc.authoridYalçıntekin, Tolga / 0000-0001-7118-0705
dc.contributor.authorSaygılı, Metin
dc.contributor.authorTürkmen Barutçu, Merve
dc.contributor.authorYalçıntekin, Tolga
dc.contributor.authorSütütemiz, Nihal
dc.date.accessioned2026-02-03T12:00:42Z
dc.date.available2026-02-03T12:00:42Z
dc.date.issued2025
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.description.abstractThis study examines and analyzes the effect of health consciousness, awareness, subjective norm, and trust on consumers' purchase intention of dietary supplements and their willingness to pay a price premium. Data were collected from 1717 participants in Türkiye through an online survey using a convenience sampling technique, and the hypotheses were tested using structural equation modeling (SEM) with AMOS 24. The findings indicate that subjective norms, trust, and awareness positively affect purchase intention in the context of dietary supplements, whereas health consciousness does not. Moreover, subjective norms and trust have a positive impact on willingness to pay a price premium, whereas health consciousness and awareness do not show a significant effect. These results provide insights into how trust and social influence shape purchasing decisions and price tolerance for dietary supplements, offering valuable guidance for marketers in designing communication and positioning strategies in post-pandemic markets.
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dc.identifier.doi10.1111/joss.70088
dc.identifier.issn0887-8250
dc.identifier.issn1745-459X
dc.identifier.issue6
dc.identifier.scopus2-s2.0-105023481479
dc.identifier.scopusqualityQ2
dc.identifier.urihttps://doi.org/10.1111/joss.70088
dc.identifier.urihttps://hdl.handle.net/20.500.12428/34677
dc.identifier.volume40
dc.identifier.wosWOS:001628817800001
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherWiley
dc.relation.ispartofJournal of Sensory Studies
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20260130
dc.subjectawareness
dc.subjectdietary foods
dc.subjecthealth consciousness
dc.subjectpurchase intention
dc.subjectsubjective norm
dc.subjecttrust
dc.subjectwillingness to pay a price premium
dc.titleInvestigating the Drivers of Purchase Intention and Willingness to Pay a Price Premium for Dietary Supplements
dc.typeArticle

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