Consumer consumption behavior of health supplements: a review and research agenda

Purpose The purpose of this study is to systematically review empirical research on consumer behavior related to health supplement use to identify dominant theories, research contexts, behavioral constructs and methodological approaches and to develop a consumer-behavior–oriented research agenda. Design/methodology/approach Using the Theory–Context–Characteristics–Methodology (TCCM) framework and the SPAR-4-SLR review protocol, this paper synthesizes findings from 37 peer-reviewed journal articles published up to March 2025. Studies were examined based on their theoretical foundations, geographic focus, types of supplements investigated and research methods applied. Findings This review shows that intention-based health behavior models, especially the Theory of Planned Behavior, dominate the field, while broader consumer behavior theories are used far less frequently. Most research is concentrated in North America and Asia, with limited evidence from low- and middle-income countries. The studies address a variety of supplement types and consumer behaviors, including marketing responses, purchase intentions, use and post-consumption evaluations. Methodologically, the literature relies heavily on cross-sectional surveys, with relatively few experimental or longitudinal studies. Research limitations/implications This review highlights the need for integration of consumer behavior theories, diverse geographic representation and methodological variety. Future studies should also explore symbolic, habitual and lifecycle-based patterns of supplement use. Practical implications The findings of this study offer useful insights for marketers, policymakers and health communicators seeking to understand and influence supplement-related decisions. Originality/value To the best of the author’s knowledge, this is the first review to apply the TCCM framework to dietary supplement consumption. By conceptualizing supplement use as a multi-stage consumer decision process (pre-consumption, consumption and post-consumption) and by identifying underexplored areas such as habitual use, identity-based consumption, digital influence and cross-cultural variation, this study lays foundation for depicting the current state in the field and puts a forward-looking agenda for both theory and practice.