Surveying the effect of health literacy on the consumer’s intention to buy and his/her attitude toward a brand by Structural Equation Modeling Technique (SEM)

This study seeks to identify and assess the impact of health literacy on the consumer’s intention to buy and his/her attitude toward a brand. The research method was applicatory in term of purpose and correlational in term of research method. The required data were collected by distribution of questionnaire and field method through simple random method between 113 consumers and advertising viewers of Tantak products in Isfahan city. Confirmatory factor analysis and structural equation modeling (SEM) were used to investigate and confirm the relationships between variables. The findings suggest that the relationship between health literacy has a significant impact on the intention to buy. Also, the relationship between health literacy and customer’s attitude toward a brand has been approved.