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Young mothers’ acceptance of herbal food supplements: Centred on preventive health behaviour for children

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  • Marimuthu, Malliga

Abstract

This research addresses the antecedents and outcomes of using herbal food supplements for children from a consumer perspective, targeting young mothers. A total of 1007 young mothers who currently use herbal food supplements primarily for illness preventative functions for their children completed a structured self-administered questionnaire. Social group influence, perceived benefits and perceived convenience are primary drivers that influence young mothers to use herbal food supplements for their children. The young mothers are satisfied with the product and are likely to use such oral healthcare products regularly. The research also highlighted the significance of peer-to-peer influence via social networking in creating awareness and influencing other young mothers to use herbal food supplement.

Suggested Citation

  • Marimuthu, Malliga, 2019. "Young mothers’ acceptance of herbal food supplements: Centred on preventive health behaviour for children," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 311-319.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:311-319
    DOI: 10.1016/j.jretconser.2019.06.019
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