Indonesian Consumers’ Preferences for Herbal Products: The Impact of Safety and Attitude on Consumer Intentions

This study aimed to investigate the relationship between perceived safety and consumer intentions and to determine the effect of risk perception as a moderator of consumer purchase intentions for using herbal products. Primary data were collected via purposive sampling, with a total sample of 271 questionnaire responses collected from consumers of herbal products in Indonesia. The relationship between perceived safety, health awareness, attitudes, and intentions to purchase herbal products, was examined by applying structural equation modeling. The empirical results indicated that health awareness and attitude are necessary determinants of this phenomenon. The results show that risk perception does not moderate the effect of perceived safety and intentions to purchase. Due to the safety and risk issues in using herbal products, providing consumers with practical information will encourage more consumers to purchase herbal products. This research provides enlightenment concerning consumer preferences, makes it possible to predict consumers’ purchasing behavior in respect of herbal products, and is of practical benefit for the expansion of herbal products businesses