Health Consciousness as an Enabler for Exploratory Buying Behavior among Consumers

Abstract

With increasing disposable income, rising health consciousness and image-sensitiveness, urban Indian population are in pursuit of a healthier lifestyle. Health conscious consumers seek information about the products and based on this information they include the products/services in their buying consideration set. The purpose of this study is to investigate how health consciousness is related to exploratory buying behaviour tendency like information seeking and acquisition. The empirical analysis is based on the survey conducted in the western part of India. A significant relationship was found between health consciousness dimensions and exploratory information seeking behaviour. However, the study reflected that such consumers do not acquire the products even if they seek information.