Proceedings of the 2nd Business & Management Conference, Madrid

THE ROLE OF OPINION LEADERS WITHIN THE CONTEXT OF PURCHASING HERBAL PRODUCTS FOR HEALTH

AŞINA GÜLERARSLAN, M. BARIŞ YILMAZ, YASEMIN YILMAZ

Abstract:

According to definition of World Health Organization “Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity”. Starting from this point in present society individuals not only purchasing products for health for any diseases which they suffer but also for sustaining their comfort and to feel themselves well. Herbal products appear as important consuming product in treatment period of diseases and also in protective health. In this study role of opinion leaders about purchasing attitude and behaviors of individuals having knowledge about herbal products somehow is questioned. Study aims to determine under which criteria attitudes occur about very important issue such as health determining the quality of life of individuals is about understanding by which references opinions occur about purchasing herbal products and influence of opinion leaders during purchasing process. Study particularly aims to present the role of opinion leaders within the context of high educated sample.

Keywords: Health Communication, Health Consumption, Purchasing Behavior, Opinion Leaders

DOI: 10.20472/BMC.2015.002.005

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