Assessing the Role of Health Consciousness in Shaping Consumer Purchase Intentions toward Nutraceuticals: A Quantitative Study in the Indian Market

Abstract

The nutraceutical market in India has experienced substantial growth, influenced by rising consumer health awareness and the increasing importance of preventive healthcare. This research paper explores the role of health consciousness in determining consumer purchase intentions toward nutraceutical products in India. Through a quantitative methodology, data was collected from 1,200 respondents using stratified sampling techniques, capturing both urban and rural perspectives. The study further examines the mediating role of consumer knowledge and the moderating role of coping mechanisms in this relationship. Demographic variables such as age, income, and education were also analyzed to understand their influence on nutraceutical consumption. The findings indicate that health consciousness strongly predicts purchase intentions, with knowledge amplifying its effect and coping mechanisms playing a vital role in moderating this relationship. Additionally, the results demonstrate that younger, wealthier, and more educated consumers are more likely to purchase nutraceuticals. The implications of the study for marketers, policymakers, and public health advocates are profound, particularly in emerging economies such as India.