How do consumers interpret and combine marketing signals in the dietary supplements market to construct trust and make adoption decisions ?

Details

Supervisors

Jupsin, Thierry

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enThe dietary supplements and vitamins market has expanded rapidly in recent years, driven by increasing health consciousness, preventive health behaviours, and the growing integration of wellness into everyday life. In a market characterized by strong competition and limited consumer ability to verify product effectiveness, marketing strategies play a central role in shaping perceptions, trust, and adoption behaviour. Dietary supplements constitute credence goods, meaning their quality and benefits cannot be easily evaluated before or even after consumption, which creates significant information asymmetry between producers and consumers. This thesis investigates how consumers perceive and interpret marketing strategies used in the dietary supplements market, and how these strategies influence trust, perceived effectiveness and risk, and adoption behaviour. Drawing on qualitative research design, the study is based on fifteen semi-structured interviews with consumers of varying ages, knowledge levels, and consumption habits. The analysis adopts an interpretive approach to capture how individuals combine and make sense of marketing signals such as branding, packaging, health claims, pricing, influencer communication, and distribution channels. The findings show that trust is the key determinant of adoption and is constructed through the coherence of multiple signals rather than through isolated marketing elements. Consumer knowledge and health involvement strongly shape how these signals are interpreted, while distribution channels and social influence play a decisive role in credibility assessment. The study also highlights a persistent gap between purchase intention and sustained adoption, driven by practical, perceptual, and contextual barriers. Overall, the research contributes to a deeper understanding of marketing influence in credence goods markets and offers insights for more transparent and responsible marketing practices in the dietary supplements industry.