Managing my own health! An ancillary outlook on pharmaceutical and health supplements consumption

Boon Liat Cheng, Tat Huei Cham*, Zijie Gao, Mohd Fairuz bin Abd Rahim, Teck Chai Lau, Michael M. Dent

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Purpose: The surge in pharmaceutical and health supplement usage among consumers aims to enhance personal well-being. This growing opportunity for pharmaceutical brands has resulted in increased market share and intensified industry competition. Using the theory of planned behaviour (TPB), this study aims to identify the factors influencing Malaysians’ choices regarding pharmaceutical and health supplements. In addition, the variable of past behaviour was incorporated to account for consumer decisions based on prior experiences. Design/methodology/approach: Using purposive sampling, 300 questionnaires were gathered and analysed via Statistical Package for the Social Sciences and structural equation modelling technique via Analysis of Moment Structures software to validate the reliability of each variables and the postulated relationships within the research framework. Findings: Results revealed a pronounced impact of past behaviour on the intention to consume pharmaceutical and health supplements. The mediating role of perceived behavioural control in bridging past behaviour and consumption intention was also ascertained. Notably, the findings support the inclusion of past behaviour in the TPB as a pivotal determinant of intention. Originality/value: The insights gleaned underscore the escalating trend of pharmaceutical consumption in Malaysia, providing strategies to enhance and maintain the competitive edge and market position of pharmaceutical brands.

Original languageEnglish
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
Publication statusAccepted/In press - 2024


  • Healthcare marketing
  • Past behaviour
  • Perceived behavioural control
  • Perceived impacts of advertising
  • SDG 12 = Consumer behaviour
  • SDG 3 = Health
  • Theory of planned behaviour (TPB)


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