LAUSR

ABSTRACT The study builds on the theory of planned behaviour and empirically tests a model that incorporates the effects of health consciousness, social influence, and risk-benefit perception in predicting consumers’ attitude and intention to purchase gym supplements. While past studies have contributed considerably in understanding why individuals consume various dietary supplements, the present study brings to light the motives behind the consumption of fitness supplements, specifically gym supplements. Structural equation modelling is used to test the research model with a sample of 310 respondents in India. Major findings of the present study indicate benefits associated with gym supplement consumption as the most significant predicator of attitude, suggesting that marketers can develop effective marketing strategies emphasizing health benefits to increase consumers’ intentions to buy gym supplements. While health consciousness appears to be the least important motive, social influence is found to positively influence both attitude and intention to purchase gym supplements. Further, a significant and large effect of attitude on behavioural intentions was also observed. The study provides an actionable model for marketers as well as policymakers who seek to develop marketing strategies and encourage supplement consumption.