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<p>The growing use of food supplements by young consumers has necessitated a need for researchers to study psychographic, sociographic, and behavioral variables that affect purchase and usage behavior, especially in developing regions where empirical studies have been scant. Using the Theory of Planned Behavior (TPB) framework, the present study focuses on the impact of health consciousness (HC), peer influence (PI), brand trust (BT), perceived effectiveness, and purchase intention on food supplement usage behavior by young consumers in Uttarakhand, India. Data were obtained from 241 participants aged 18–30 years through a structured questionnaire survey. Data analysis was conducted through SPSS and AMOS by employing reliability test, exploratory factor analysis, regression, mediation analysis, and SEM. The results showed that HC positively impacted purchase decisions (β = 0.795, <i>p</i> &lt; 0.001), PI positively impacted consumption behavior (β = 0.856, <i>p</i> &lt; 0.001), while BT positively impacted usage behavior (β = 0.817, <i>p</i> &lt; 0.001). The results also revealed that perception of effectiveness and purchase intention were significant mediators in explaining the relationships between the independent variables and consumer behaviors. This research contributes to TPB by adding psycho-sociological and trust factors in explaining consumer behaviors.</p>

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From lifestyle to labels: understanding demographics, psychographics and purchase decisions for food supplements among young consumers in Uttarakhand

  • 期刊论文

  • 发表日期：

    2026年6月15日

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  • Ankush Sharma,
  • Nisha Agarwal

摘要

The growing use of food supplements by young consumers has necessitated a need for researchers to study psychographic, sociographic, and behavioral variables that affect purchase and usage behavior, especially in developing regions where empirical studies have been scant. Using the Theory of Planned Behavior (TPB) framework, the present study focuses on the impact of health consciousness (HC), peer influence (PI), brand trust (BT), perceived effectiveness, and purchase intention on food supplement usage behavior by young consumers in Uttarakhand, India. Data were obtained from 241 participants aged 18–30 years through a structured questionnaire survey. Data analysis was conducted through SPSS and AMOS by employing reliability test, exploratory factor analysis, regression, mediation analysis, and SEM. The results showed that HC positively impacted purchase decisions (β = 0.795, p < 0.001), PI positively impacted consumption behavior (β = 0.856, p < 0.001), while BT positively impacted usage behavior (β = 0.817, p < 0.001). The results also revealed that perception of effectiveness and purchase intention were significant mediators in explaining the relationships between the independent variables and consumer behaviors. This research contributes to TPB by adding psycho-sociological and trust factors in explaining consumer behaviors.