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Examining the Effect of Health Consciousness on Sports Product Purchase Behavioral Intention

Author

Listed:
  • Chung-Te Ting
  • Yu-Yao Su
  • Yu-Sheng Huang
  • Yao-Lin Ong

Abstract

This study explores how health consciousness influences consumers’ purchase behavioral intention toward sports products, employing the Theory of Planned Behavior (TPB) as the theoretical framework. Data were collected from 352 valid responses in Tainan, Taiwan, and analyzed using Structural Equation Modeling (SEM). The results demonstrate that health consciousness exerts significant positive effects on attitude, subjective norms, and perceived behavioral control. Among the TPB components, attitude and perceived behavioral control significantly enhance purchase behavioral intention, whereas the effect of subjective norms is not significant. Furthermore, health consciousness directly and indirectly affects purchase behavioral intention through attitude and perceived behavioral control, confirming its role as a key psychological antecedent. The findings validate the TPB’s applicability in health-oriented consumption and extend the model by incorporating health consciousness as an exogenous variable. The study provides both theoretical implications—by deepening understanding of health-driven consumer behavior—and managerial insights for developing health-oriented brand positioning and marketing strategies in the sports industry. JEL classification numbers: M31, D91, I12.

Suggested Citation

  • Chung-Te Ting & Yu-Yao Su & Yu-Sheng Huang & Yao-Lin Ong, 2025. "Examining the Effect of Health Consciousness on Sports Product Purchase Behavioral Intention," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 15(6), pages 1-12.
    • Handle: RePEc:spt:admaec:v:15:y:2025:i:6:f:15_6_12
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    References listed on IDEAS

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    1. Youyou Li & Ningning An, 2025. "The Impact of Health Consciousness and Environmental Awareness on Sports Enthusiasts’ Purchase Intentions for Sustainable Sports Products," World, MDPI, vol. 6(1), pages 1-16, February.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Sheeran, Paschal & Conner, Mark, 2019. "Degree of reasoned action predicts increased intentional control and reduced habitual control over health behaviors," Social Science & Medicine, Elsevier, vol. 228(C), pages 68-74.
    4. Zhigang Wang & Dan Fang & Xintao Liu & Lei Zhang & Hongyan Duan & Chao Wang & Kai Guo, 2023. "Consumer Acceptance of Sports Wearables: The Role of Products Attributes," SAGE Open, , vol. 13(3), pages 21582440231, July.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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