Factors Influencing Consumer Purchase Decisions for Health-Promoting Goods and Services in Malaysia

Background: In the context of global increases in the prevalence of non-communicable diseases, the objective of the present study is to investigate the factors affecting individuals’ decisions to use health-promoting goods and services.
Methods: The Third National Health and Morbidity Survey (NHMS III), consisting of 30992 respondents, was analysed. The Pearson chi-square test was applied to compare the distribution of categorical variables. A binary logistic regression model was used to assess the likelihood of using health-promoting goods and services.
Results: Age, income, gender, ethnicity, education, marital status, location of residence, job characteristics, and being diagnosed with hypercholesterolemia were significantly associated with use of health-promoting goods and services. In contrast, young individuals, low income earners, males, Indians and others, the less-educated, single individuals, rural dwellers, the unemployed and individuals with hypercholesterolemia were less likely to use health-promoting goods and services than others.
Conclusion: Socio-demographic and health factors played an important role in affecting the use of health-promoting goods and services. Based on these factors, several intervention measures with the intent of increasing the use of health-promoting goods and services were suggested, if only applicable to Malaysians.