Analyzing Community Pharmacists’ Knowledge and Behavior Regarding the Sale of Functional Foods at Pharmacy Retailers in the Mekong Delta, Vietnam

Background: After the Covid-19 pandemic, there has been a notable increase in people's demand for and usage of functional foods at pharmacy retailers. Consequently, the role of drug sellers in providing guidance and recommendations for the use of functional foods has become increasingly significant. However, the knowledge of drug sellers about functional foods remains limited, often resulting in inaccurate or inappropriate advice to consumers. Objectives: The study was conducted to analyze the knowledge and behavior of drug sellers in selling functional foods at pharmacy retailers in the Mekong Delta, Vietnam. Subjects and methods: A cross-sectional descriptive study was conducted through a survey of drug sellers at pharmacy retailers in the Mekong Delta during the period from June 2022 to March 2023. The questionnaire was constructed using the following factors based on the theory of planned behavior (TBP) model, consisting of 32 observed variables. Results: Of the 575 drug retailers participating in the study, drug sellers with good knowledge accounted for 52%. The scale exhibited reliability, with both Cronbach's Alpha coefficients exceeding 0.7 and variable-total correlation surpassing 0.3. Exploratory Factor Analysis indicated that the constructed scale is of high quality. Multivariate regression analysis showed that “Perceived behavioral control” affects the selling behavior of functional foods among drug sellers at drug retailers. Conclusion: Considering the selling behavior of functional foods by drug sellers during their professional practice is vital to ensure the health benefits of consumers and promote the development of the functional food market.