Aim: 

This study aims to investigate the behavioral intentions of general consumers toward health supplements and identify the key factors that influence their purchase decisions.

Objectives:

1. To understand the perception of consumers towards health supplements.
2. To examine the relationship between different factors affecting the behavior of consumers towards health supplements.
3. To examine the factors influencing the purchase of health supplements in different demographics.

Procedure:

1. This study uses a cross-sectional design, which will be conducted through a survey. 
2. Various articles have been picked up and studied. Out of which, few were selected for the review. Various constructs have been chosen from these articles after a thorough review. 
3. Only those significantly affecting Attitude, Subjective Norms and Perceived Behavior Control were selected. 
4. A comprehensive questionnaire will be conducted using these factors to determine consumer behavior intention. The authors of past literature have used the theory of planned behavior. Many authors have made adjustments to the existing framework of the theory of planned behavior, which we have also considered. We will choose the constructs according to the relevance of our study. The Information regarding the study will be collected through these questionnaires about the use of health supplements. 
5. In this context, Health supplements refer to any supplement containing concentrated nutrient sources such as amino acids, vitamins, minerals, and other dietary substances and having known nutritional or beneficial physiological effects. They can be in the form of tablets, powders, capsules, and syrups. 
6. The questionnaire will be in English for easy public understanding. The study will include people who are willing to participate and are of sound mind. This will exclude people who are not sound mind and cannot make their own decisions. Convenience sampling will be used to scan participants for data. The questionnaire will be converted into a Google Form and distributed to these participants via email, WhatsApp, and social media. 
7. The participants will only be from India, and Google Forms won’t be circulated to people outside India. The responses will be gathered from primary contacts and their secondary contacts, facilitated by sharing them with the primary contacts. 
8. The study will collect data on the questions related to Attitude, Subjective Norms, Perceived Behavior Control, and the constructs of health Awareness, Relative Advantage, Social Influence, Functional Value, Perceived Cost, and Risk-Benefit Analysis on a 5-point Likert scale. 
9. Data Collection and Analysis- The collection will continue until the desired number of responses has been obtained. Informed Consent will be obtained by providing detailed information about the study on the first page of the survey. The data analysis will be done using Jamovi Software.