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 toward 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.

Consumers' intention to buy generic drugs: evidences from the Italian settings / Zerbini, Cristina; Vergura, Donata Tania; Luceri, Beatrice. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - :1(2017), pp. 159-176. [10.3280/MC2017-001009]

Consumers' intention to buy generic drugs: evidences from the Italian settings

ZERBINI, Cristina;VERGURA, Donata Tania;LUCERI, Beatrice
2017

Abstract

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 toward 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.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/2822737
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