Social and Psychological Drivers of Purchase Intention Toward Sports Nutrition Products Among Fitness Center Members

This empirical investigation explored the interplay between social and psychological constructs—namely Subjective Norm, Perceived Behavioral Control, Perceived Benefits, Perceived Barriers, Health Consciousness, and Personal Innovativeness—in shaping Purchase Intention (PUIN) toward sports nutrition products (SpNuPr). Drawing on data from 345 valid participants who are fitness center members in Ankara, the study confirmed that all six antecedents exert statistically significant effects on PUIN, thereby reinforcing the theoretical robustness of the proposed model. The findings illuminate the multifactorial nature of consumer decision-making in the context of health-oriented consumption, where both normative pressures and individual dispositions converge to influence behavioral outcomes. By integrating constructs from behavioral theories and consumer psychology, this research contributes to a more granular understanding of the motivational architecture underlying SpNuPr engagement. Future inquiries may extend this framework across diverse cultural and market settings to assess its cross-contextual validity and predictive generalizability.