Consumers’ intention to buy generic drugs: Evidences from the Italian setting

Author/s Cristina Zerbini, Donata Tania Vergura, Beatrice Luceri
Publishing Year 2017 Issue 2017/1
Language English Pages 18 P. 159-176 File size 158 KB
DOI 10.3280/MC2017-001009
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The paper aims to understand the determinants that may encourage consumer acceptance of generic drugs. In particular, attitude, perceived risk and brand sensitivity are considered as relevant predictors of the intention to buy. Moreover, the study aims to investigate: the effect of perceived risk on brand sensitivity and attitude towards generic drugs; and the mediation role of attitude and brand sensitivity in the risk-intention relationship. The proposed conceptual model was tested through structural equation modelling using data collected with an online survey from a sample of 742 people who bought drugs. All the hypothesized relationships are supported. Results contribute both theoretically and practically to the understanding of generic substitution.

Keywords: Generic drugs, purchase intention, perceived risk, attitude, brand sensitivity, structural equation modelling.

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Cristina Zerbini, Donata Tania Vergura, Beatrice Luceri, Consumers’ intention to buy generic drugs: Evidences from the Italian setting in "MERCATI & COMPETITIVITÀ" 1/2017, pp 159-176, DOI: 10.3280/MC2017-001009