Investigating the Drivers of Purchase Intention and Willingness to Pay a Price Premium for Dietary Supplements

ABSTRACT This study examines and analyzes the effect of health consciousness, awareness, subjective norm, and trust on consumers' purchase intention of dietary supplements and their willingness to pay a price premium. Data were collected from 1717 participants in Türkiye through an online survey using a convenience sampling technique, and the hypotheses were tested using structural equation modeling (SEM) with AMOS 24. The findings indicate that subjective norms, trust, and awareness positively affect purchase intention in the context of dietary supplements, whereas health consciousness does not. Moreover, subjective norms and trust have a positive impact on willingness to pay a price premium, whereas health consciousness and awareness do not show a significant effect. These results provide insights into how trust and social influence shape purchasing decisions and price tolerance for dietary supplements, offering valuable guidance for marketers in designing communication and positioning strategies in post‐pandemic markets.