The Impact of Embarrassment to Product Purchase and Brand Influence on the Perceived Benefits and Availability of Ayurveda Products in the COVID-19 Era: an Investigation by SEM Approach

Abstract

Ayurveda as alternative medicine is widely popular across the globe. Moreover, after the onset of COVID-19, it has been looked at as a preferred option to boost immunity to prevent the infection of COVID-19. However, in developing countries, the misconceptions associated with Ayurveda lead to post-purchase embarrassment. This study proposes a model of perceived increased Availability of Ayurveda products in the market, with dependent variables such as brand influence, perceived immunity against COVID-19, post-product purchase embarrassment, and perceived safe and effective nature. The analysis is done by IBM AMOS v.22, the conceptualized hypothesis was also tested.

Keywords:

• Ayurveda
• COVID-19
• embarrassment related to product purchase
• customer ethnocentrism
• brand influence