A Study on the Antecedents of the Buyer Behavior of Herbal Health Products

Abstract

The purpose of this research is to study the theory of planned behavior and see what other constructs could be added to investigate the buyer behavior of Herbal health product as a life style product. The consumers will be mostly the users of herbal products; either it could be herbal health products and beauty products. The study investigates the reason behind the purchase of buying herbal products. Probably be the nutrition requirement, Precautionary measure or to maintain health and beauty. May be the consumers of herbal products consume to improve their lifestyle and lead an active and healthy life. The study also investigates, what cognitive components, self image may have an impact on the consumer‟s attitudes which intends to perform the behavior. This study models the relationship between the attitudes, intention, behavior with the gaps identified in the research and literature review. The study considered the consumers who consume herbal health products. The conceptual model was proposed and tested the Model.