Consumer Dynamics in a Nonmature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain

Governments concerned with the rising cost of pharmaceuticals are striving to promote the use of generic drugs. To develop nonmature markets, demand-side policies are essential in considering the consumer’s active role in the decision-making process. Our model studies the causal relationships influencing consumer purchase intention, including perceived risk, experience, and information provided by a physician and pharmacist as antecedents. The main results of a survey of 560 individuals indicate that perceived risk and experience directly influence the purchase motivation. Experience reduces the risk and physicians’ advice slightly increases perceived risk. Market developers of generic drugs should coordinate strategies to include the 3 agents involved (physicians, pharmacists, and consumers) to decrease perceived risk and thereby increase consumer trust in generic drugs.