• Spoorthi MN

The purpose of this study is to examine the relationship between health fitness consciousness and purchasing behavior towards health-related products among young adults, as well as to investigate the impact of gender and varying levels of health consciousness on this purchasing behavior. For this investigation, 84 male and female adults aged between 18 to 35 years, residing in Bengaluru city, were selected through both online (Google Forms) and offline modes. Utilizing a descriptive survey design with convenience sampling, data was collected using a structured questionnaire that included demographic information, the Health Fitness Consciousness Scale (14 items), and the Consumer Behavior Scale towards Health-Related Products (10 items). Statistical analyses, including Karl Pearson’s Product Moment Coefficient of Correlation, independent t-test, ANOVA, and Scheffe’s post hoc analysis, were employed to explore the relationships and differences across demographic variables. The level of significance was set at 0.05 and 0.01 confidence levels. The findings, analyzed using SPSS and MS Excel with the assistance of a statistician, confirmed a significant positive relationship between health fitness consciousness and purchasing behavior towards health-related products. The One-way ANOVA revealed that individuals with higher health consciousness levels exhibited greater purchasing behavior towards health products. This may be attributed to their increased awareness and prioritization of health. Additionally, the independent t-test indicated that gender did not significantly influence purchasing behavior towards health-related products among adults, suggesting that health consciousness levels play a more critical role than gender in determining purchasing patterns. These findings have important implications for marketers and health professionals aiming to promote health-related products. Understanding the role of health fitness consciousness can help in tailoring marketing strategies and health campaigns to effectively target young adults.

Fitness consciousness, consumer behavior, health-related fitness

"Role of Health Fitness Consciousness on Purchasing Behaviour towards Health-Related Products among Young Adults", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 12, page no.f740-f746, December-2021, Available :http://www.jetir.org/papers/JETIR2112596.pdf

"Role of Health Fitness Consciousness on Purchasing Behaviour towards Health-Related Products among Young Adults", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 12, page no. ppf740-f746, December-2021, Available at : http://www.jetir.org/papers/JETIR2112596.pdf