ANALYSING THE CONSUMER INTENTIONS TOWARDS PURCHASE OF PROBIOTIC PRODUCTS USING THEORY OF PLANNED BEHAVIOUR

DOI: https://doie.org/10.65985/APER.2025602776

Authors:

Dr. Ganga Susheel Warriar, Dr. Sarita Gopinath Nair

Keywords:

Probiotics, Consumer Behaviour, Behavioural Intention, Theory of Planned Behaviour (TPB), Subjective Norms, Attitude, Perceived Behavioural Control.

Abstract:

In recent decades, probiotics have emerged as a popular category within functional foods, driven by growing consumer awareness of digestive health and wellness. This study investigates the purchase intentions of consumers towards probiotic products in Metropolitan city through the Theory of Planned Behaviour (TPB). The TPB theory comprising of attitude, subjective norms, and perceived behavioural control was applied to examine how these factors shape consumer decisions. Date were collected using Structured questionnaire distributed online and supplemented with retailer interviews for deeper insights. Statistical analysis revealed that demographic factors such as gender, age, and income significantly influence awareness but do not have a notable impact on purchase intention. Based on SEM analysis, Attitude, subjective norms and perceived behavioural control could jointly predict behavioural intention of probiotic products to the extent of 54%, confirming the applicability of the TPB framework in this context. The findings highlight that subjective norms and perceived behavioural control as strong predictors of behavioural intention. The study provides practical implications for brands and retailers to strengthen probiotic product adoption and suggests avenues for future research in this growing market segment.

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