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■ 2.0 LITERATURE REVIEW

2.1 CONSUMERS’ INTENTIONS

Consumers’ intention is referring to a person’s commitment, plan, or decision to perform an action or achieve a target (Eagly and Chaiken,
1993). In fact, it has been used equally at times with choices, decisions and plans. According to Psychologist Ajzen (1991, p. 181), he stated
that imagining intention quite broadly as an indication of how hard people are willing to try and how much effort they plan to make. Thus,
intention may lead directly to immediate action or after the remaining time. Yet they have also been shown to differ in the degree of good
form and moderated in its effect by the degree of effort required in the execution of actions and by the correspondence or freedom between
goal commitment and planning (Bagozzi, 2010). In TPB, human activities are measures by being guided and predicting the occurrence of
the behaviour, if the behaviour is intentional. Empirically, human activity is depending on their intention, however, not all intentions are able
to perform the relevant response by them (Ajzen, 1985; Abdul Aziz & Kamarulzaman, 2020). Actually, the intentions of people can be
different from time to time on the temporary nature of the individual. Hence, Ajzen (1985) in his findings said that intention may cause the
human response and the relationship between intention and reaction can be seen with purpose and plans that drive to behaviours.

2.2 DIETARY SUPPLEMENTS

A dietary supplement is in the group as a dietary supplement and it is not for the purpose of conventional food use or as a diet meal or single
meal, meanwhile, dietary supplements are available in the form of gel caps, tablets, powders, capsules, and liquids (Abdul Aziz &
Kamarulzaman, 2020). Furthermore, Bailey et al. (2013) said that there are various dietary supplements have increased tremendously because
of the high concern of people in order to maintain health and preventing disease as well. Moreover, a previous study Chincholkar (2016);
Ghazali et al. (2006) has mentioned that dietary supplements have been shown to meet the daily nutritional needs of consumers to keep
healthy, fit and increase their life quality. From that, there are some people are looking for alternatives to prescription drugs or as nutritional
supplements, so, this is causing the demand for dietary supplements to increase. Besides, according to Goston and Correia (2010), a large
number of advertisements in the mass media regarding the good function of dietary supplements and recommendations from family or
friends also can lead to supplement intake by consumers. Nonetheless, if consumers take dietary supplements at high doses, it may be
dangerous in deter mortality and morbidity associated with chronic disease (Guallar et al., 2013).

2.3 FRAUDULENT DIETARY SUPPLEMENTS

There are studies saying that fraudulent dietary supplements are defined as the form of product fraud as well as food fraud and also known
as economically motivated adulteration (EMA) (Wheatley and Spink, 2013). Moreover, when there is an increasing in the use of dietary
supplements, there is also an increasing between food and safety issues due to the higher availability of counterfeit food supplements in the
market by manufacturers who deliberately want to gain additional profits but at the same time, they ignore safety towards consumer (Abdul
Aziz & Kamarulzaman, 2020). It is clearly shown that dietary supplements are at a very high-risk level of fraud since consumers are
currently too obsessed with taking supplements that are claimed to have fast results and effects on their bodies. Hence, according to Abdul
Aziz & Kamarulzaman (2020), they mentioned that such things further encourage distributors and manufacturers to deliberately
underestimate supplements in the market by adding pharmaceutical drugs or ingredient analogies to increase the effectiveness of the product
in a short period of time. Thus, Wheatley & Spink (2013) have described that such things cause consumers to be unable to distinguish
between true or fraudulent dietary supplements.

2.4 HYPOTHESIS DEVELOPMENT

2.4.1 Knowledge

Knowledge is one of the keys to avoiding mistakes made by humans while education is the key to expand and gain our knowledge
(Chireh, 2011). That is, good knowledge of supplements needs to be possessed by all consumers so that they can use it with a guarantee
of safety and feel the effectiveness as well as avoiding adverse side effects on health. According to Axon et al., (2017), he stated that a
consumer with a high level of education and knowledge of dietary supplements should be more careful in their consumption of dietary
supplements compared to the general population. This is supported by Zhu and Xie (2015) which explained that knowledge significantly
come up with attitude formation on products. Moreover, Kobayashi (2017) has mentioned that knowledge regarding the supplements is
not enough especially about the quality of product, adverse effects and effectiveness as well. Nonetheless, the author also said that
knowledge can have an effect on the attitude of consumers also. Hence, in order to avoid the misuse of dietary supplements, all consumers
must have knowledge regarding the usage and efficacy in order to prevent receiving bad side effects. Therefore, the following hypothesis
are presented:

H1: There is positive significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
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H : There is negative significant relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.

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