Effects of Social Support and Loneliness on the Irrational Consumption Tendencies of Healthcare Products among the Elderly: A Structural Equation Model

Background: In recent years, with the development of the social economy and an improvement in health consciousness, the levels of demand and consumption for healthcare products have been increasing rapidly among the elderly. However, the irrational consumption of healthcare products has caused widespread concern, as it can generate economic losses and have negative effects on psychological health. Therefore, it is critical to identify the variables that can reduce tendencies toward irrational consumption in the area of healthcare products. This study aimed to explore the relationship between the irrational consumption tendencies of healthcare products, social support, and loneliness among elderly people in Hangzhou, China. Methods: In 2021, a cross-sectional survey involving 485 elderly people from three districts in Hangzhou, China, was conducted. Descriptive statistics were calculated for socioeconomic status and demographic characteristics, level of loneliness, social support, and irrational consumption tendencies. A structural equation model was used to test the impact of social support on the irrational consumption tendencies of healthcare products among the elderly and to explore the mediating effects of loneliness. Results: The findings reveal that the average levels of social support and loneliness among the elderly were 30.63 points (total = 44 points) and 6.88 points (15 points), respectively. The average scores of the four subscales of irrational consumption tendencies, which were named susceptibility to persuasion, interpersonal influences, pursuit of added value, and fears of aging were 2.48, 2.93, 2.48, and 3.17 points (5 points), respectively. Social support had a significant effect on irrational consumption tendencies, and loneliness played a partial mediating role between social support and irrational consumption tendencies. Conclusions: A relationship model was constructed to examine the association between loneliness, social support, and irrational consumption tendencies among older people in relation to healthcare products. From a social support and psychological perspective, advice and countermeasures are proposed to prevent the irrational consumption of healthcare products among older people.