Antecedents of Purchase Intention towards Herbal Products: An Emerging Market Study

The purpose of this paper to examines awareness and attitude of consumers towards herbal products and factors affecting the adoption of herbal products. To achieve the objectives of the study, using simple random sampling a sample of 301 respondents was taken during January-March 2020. Primary data were collected electronically with the help of a pre-structured, non-disguised questionnaire. For analyzing the data, techniques such as tests for difference of means, Analysis of Variance (ANOVA), Factor Analysis, etc. were used. Factor analysis was used to reduce the data so as to have a better understanding and analysis. The results of the study indicate that the majority of the respondents were aware of herbal products for more than 5 years. The most important attribute while making purchase consideration of herbal products was safety followed by quality. The most prevalent problem related to herbal products was price followed by false claims. Majority of the respondents reported internet as their source of information regarding herbal products. Respondents were willing to recommend herbal products to others. Therefore, adoption of herbal products is likely to increase in the future. The findings from regression analysis reveal that purchase intention of herbal products was positively influenced by functionality and quality as well as traditional appeal of the herbal products. The respondents reported considerable intent to recommend the herbal products to friends and relatives. This means word of mouth has important role in adoption of these products.