Construct for use and Recurring use of Natural Health Products: Qualitative Insights from Consumers in Malaysia

Adoption of Natural Health Products (NHP) in daily health routine among consumers are increasing, especially after the Covid-19 pandemic. The aim of this study is to explore the various reasons behind the use of NHP and understand the construct that motivates consumers to make a recurring purchase of NHPs. To explore this aim, the study employs a qualitative approach of in-depth interviews with 30 participants whom are consumers of at least one (1) natural health product in Malaysia for the past one year. Participants were interviewed using a semi-structured protocol, and data were transcribed and thematically analysed. There are three main purpose of NHP usage among participants, which are to treat illness, to control symptoms or pain related to illness and to prevent illness or promote general health. Motivational constructs for repurchase of NHPs are perceived efficacy to health and well-being, reduction in prescribed medicine dosage and its reasonable price. In summary, there are myriad of reasons underlying the preferences towards the consumption of NHP among Malaysians and the constructs of use are often complex, depending to individual objectives.