The Influence of Health Literacy Level on the Purchasing Behavior of Health Products

The implementation of the Healthy China 2030 goals has led to the vigorous development of the health industry, including the rapid growth of the health product industry. Nevertheless, it is still unclear what factors influence consumers' propensity to buy health items. This study focuses on how consumers' propensity to buy health items is influenced by their level of health literacy. This article is based on the Theory of Planned Behavior, and a model is constructed with health literacy level as the independent variable, attitude toward the behavior, subject norm, perceived behavior control as mediating variables, and health items purchase intention as the dependent variable. The study employs questionnaire surveys and data model analysis to test the hypotheses are valid not. Through data analysis, it is concluded that attitude toward the behavior, subject norm, perceived behavior control, as partial mediating variables, significantly positively influence consumers' willingness to purchase health products by their health literacy level . This conclusion may help the factory which produces health products. From the outset of promotion, the aim should be to enhance consumers' health literacy level to expand the market. During sales and after-sales service, products should be introduced in a way that is closer to their actual effects and needs, thereby enhancing consumer trust and customer loyalty, and ultimately increasing purchase intention.