EFFECT OF CONSUMER HEALTH CONSCIOUSNESS ON PURCHASING PATTERN FOR HERBAL PRODUCTS IN SOUTHEAST

Abstract

The main objective of study was to examine the effect of consumer health consciousness on purchasing pattern for herbal products in Southeast. A descriptive survey research design was adopted. Data were analyzed using frequency distributions and simple percentages, while hypotheses were tested using simple linear regression with the Statistical Package for Social Sciences (SPSS) version 27. The study focused on three states in Southeast Nigeria—Abia State, Anambra State, and Enugu State. The target population comprised consumers who patronize herbal products in major commercial centers within these states. Cochran’s formula was used to determine a sample size of 384 respondents. Out of the questionnaires distributed, 288 valid responses were retrieved and analyzed. Respondents were selected using convenience sampling based on accessibility. Primary data were collected through a structured questionnaire consisting of 26 items measured on a five-point Likert scale. Findings revealed that all the hypotheses tested were positively and statistically significant. The study concluded that consumers with higher levels of health consciousness are more likely to exhibit intentional purchasing behaviour, such as carefully reviewing product labels, seeking health information, maintaining healthy lifestyle practices, preferring certified herbal products, and consistently using herbal remedies. Based on these findings, the study recommended that producers should sustain product quality to meet consumer preference for natural ingredients, provide comprehensive health information, promote healthy lifestyle education, ensure clear and informative product labeling, and remain committed to high quality standards, as consumers are highly concerned about their personal health when purchasing herbal products in Southeast Nigeria.