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Due to the increase interest in herbal products, the global herbal industry has expanded tremendously. There are several factors that have contributed to this situation, most important of which is changes in lifestyle. Even though there are indicators showing increase in demand of herbal products, there is a paucity of studies examining actual purchase. Hence the main objective of the study is to investigate the factors that influence the actual purchase of herbal products based on the theory of planned behaviour (TPB). This study has enhanced the understanding the factors that influence the actual purchase of herbal products. Nevertheless, the findings will be useful to entrepreneurs who are interested in knowing the fundamental factors that influence actual purchase of herbal products.

The Actual Purchase of Herbal Products in Malaysia: The Moderating Effect of Perceived Benefit