Autonomy support, motivations, value and natural content belief on herbal medicine product consumptions amongst emerging adults

Abstract

Global and local herbal medicine product markets experienced recorded growth, while emerging adults are one of the fastest growing markets for health-related products in Malaysia. However, emerging adults are turning to non-herbal products. Although marketing herbal medicines to emerging adults would provide significant contributions, empirical study on herbal medicine product consumption was limited. Underpinned by Self-Determination Theory (SDT), this study addressed the practical and literature gaps by investigating the effects of perceived autonomy support, motivations, consumer perceived value, and natural content belief on herbal medicines products consumption stages. Consumer perceived value is included as the mediator on the relationship between autonomous motivation and consumption stages, while natural content belief is included to moderate the relationship between motivations and consumption stages. Multi-method quantitative research, using cross-sectional survey questionnaire and experiment, were conducted. Natural content belief was tested with experiment, while other variables were examined with survey. Samples of this research were emerging adults studying in local universities. Data were collected from Universiti Malaysia Sabah and Universiti Teknologi Malaysia. A total of 363 usable samples collected, in which 184 were in experiment group and the rest were in controlled group. Partial Least Square Structural Equation Modelling technique is applied to analyse a model and eight hypotheses. The last hypothesis was analysed with profile analysis, a person-centred approach, to understand consumer profile. Analysis of the results confirmed that perceived autonomy support significantly influenced motivations, as well as autonomous motivation significantly predicted consumption stages. Mediation effects of autonomous motivation and consumer perceived value were also found significant, respectively. However, moderation effects of natural content belief were rejected. Profile analysis provided insights on the herbal medicine consumer profiles. Meanwhile a model predicting herbal medicine consumption is confirmed theoretically. Mediation effect of consumer perceived value is another important theoretical implication. Findings of this study also contributed practically by confirming that herbal medicine product users appreciated perceived benefits and multi-dimensional values.