Health consciousness or familiarity with supplement advertising What drives attitudes toward dietary supplements?

Purpose - Dietary supplements have been subject to considerable criticism because of their lack of regulation and questionable claims; yet, research indicates that consumers who are more health conscious are more likely to use supplements because the products are associated with preventive health behaviors. This research aims to examine whether consumers' familiarity with supplement advertising or their level of health consciousness significantly affects their attitudes toward three different types of dietary supplements. It also assesses whether advertising familiarity and health consciousness are related to perceptions of supplement price. Design/methodology/approach - This paper used a point-of-purchase approach and collected data at a nationwide supplement retail store in a major metropolitan area in the southeast, resulting in a final sample of 136 consumers. In addition to the survey items, data were collected on a number of demographic factors, including gender, age, marital status, race and education. Findings - Results suggest that health consciousness is significantly related to attitudes toward different supplement types and perceptions of supplement price, but familiarity with supplement advertising is not related. Practical implications - The results suggest that health consciousness is a significant predictor of attitudes toward different nutritional supplements and the perceived price of supplements, but familiarity with advertising is not a predictor. Implications for marketers and public policy are provided. Originality/value - While this research informs public policy, it is especially useful for marketers and advertisers of dietary supplements.