Willingness to pay for traditional, complementary and alternative medicine (TCAM) among Malaysian adults

Factors affecting the intention of Iranian rural women to use medicinal herbs

BACKGROUND

This study aimed to identify factors affecting the behavioral intention of Iranian rural women to use medicinal herbs. The research model was developed by integrating "dissatisfaction with modern medicine" into the "theory of planned behavior".

METHODS

Data were collected through questionnaire from a sample of 260 Iranian rural women, which were randomly selected. The validity and reliability of the scale were confirmed using expert opinions and Cronbach's alpha method, respectively.

RESULTS

Based on the results of structural equation modeling, attitude (β = 0.44; p < 0.01), subjective norms (β = 0.27; p < 0.01) and dissatisfaction with modern medicine (β = 0.11; p < 0.05) had significant positive effects on rural women's intention to use medicinal herbs. In addition, subjective norms indirectly affected rural women's intention to use medicinal herbs through attitude (β = 0.23; p < 0.01).

CONCLUSIONS

Subjective norms was a key factor in determining the intention of Iranian rural women to use medicinal herbs, followed by attitude and dissatisfaction with modern medicine. Therefore, this study could contribute to our understanding on how the intention of Iranian rural women to use medicinal herbs was influenced by different factors.

Predictors of the intention to use traditional Chinese medicine (TCM) using extended theory of planned behavior: a cross-sectional study among TCM users in Hong Kong

Background

Traditional Chinese medicine (TCM) and Western medicine are available and have a long history in Hong Kong. Little is known on the intention to use TCM in Hong Kong. In this study, the intention to use TCM was examined by the extended theory of planned behavior.

Methods

An online cross-sectional survey was conducted from 15 and 29 November 2021. Respondents’ attitude towards using TCM, intention to use TCM, knowledge, perceived behavioral control, perceived service quality, satisfaction, subjective norms and demographic characteristics were collected from the survey. To examine the conceptual framework in this study, partial least square structural equation model (PLS-SEM) was adopted.

Results

In total, 446 responses (completion rate = 74.3%) were analysed. Attitude towards TCM was the strongest predictor to the intention to use TCM followed by satisfaction and subjective norms. Attitude had a partial mediating effect on the relationship between subjective norms, perceived behavioral control and intention to use TCM. Attitude had a full mediating effect on the relationship between knowledge and intention to use TCM. Satisfaction had a full mediating effect on the relationship between perceived service quality and intention to use TCM.

Conclusions

This is the first study to investigate the predictors of the intention to use TCM in Hong Kong by using TPB. Individuals’ attitude towards TCM has showed stronger effect to the intention to use TCM than other predictors, such as satisfaction, perceived behavioral control and subjective norms. To enhance the intention to use TCM in Hong Kong, key stakeholders, including TCM professional organisations, health professionals and policymakers, should develop a positive attitude towards TCM among Hong Kong population.

Supplementary Information

The online version contains supplementary material available at 10.1186/s12906-022-03598-x.