Consumer Attitudes towards Generic Brands

Abstract

This study investigates consumers’ attitudes towards generic brands of over-the-counter medicines. A conceptual framework underpinned by the theory of planned behaviour is developed to investigate how attitudes towards generic brands of medicines, social norms and perceived behavioural control influences the intention and actual purchase of generic brands of medicines. A scale to measure consumers’ attitudes towards generic brands is also developed and it is successfully adapted to the context of generic medicines.