Figure 1
The diagram presents a theoretical framework that explores the factors influencing the intention to purchase products with health claims. It is divided into two main sections: enduring variables and situational variables. The enduring variables include the fear of missing out (FoMO) with both personal and social dimensions. The personal dimension of FoMO is connected to the social dimension of FoMO through a hypothesis labeled H1. The social dimension of FoMO influences the tendency to buy depending on the need to belong, indicated by hypothesis H2b. This tendency is further influenced by the credibility of health claims, as shown by hypothesis H2c. The tendency to buy depending on the need to belong affects the intention to purchase products with health claims, as indicated by hypothesis H3a. Additionally, the credibility of health claims directly influences the intention to purchase products with health claims, as shown by hypothesis H3b.Theoretical framework