Consumption of herbal medicine in Sub-Sahara Africa: a case from Ghana

Purpose Herbal medicine is increasingly becoming popular in Sub-Sahara Africa, particularly Ghana. More worrying is the fact that users combine both orthodox medications with the herbal medicines. This study aims to determine the drivers of the increasing patronage in Ghana. Design/methodology/approach Quantitative approach was used, and 412 valid responses were assessed using structural equation modelling. Findings The study found that types of sickness and herbal firm marketing efforts are significant determinants of consumer attitudes towards consumption of herbal medicine. The pressure exerted by significant others, positive attitude and types of sickness are key determinants of purchase intentions. Interestingly, while types of sickness and perceptions of one’s ability to control consumption impact consumption behaviour directly, firms marketing efforts do not directly lead to purchase behaviour; rather, its effect on consumption is mediated by subjective norms, attitude and purchase intention. Practical implications The study has implications for policymakers and the pharmaceutical industry. It illuminates the roles of marketing efforts and the beliefs concerning the efficacy of herbal products for some types of illnesses. This calls for an upstream approach in educating the populace about the consumption of unorthodox medicine. It also calls for the development of the herbal sector and implementation of strict regulation measures to control production and distribution of herbal medicine. Originality/value The study novelty lies in the extension of the theory of planned behaviour. It demonstrates the interesting interplay of the nature of sickness and conscientious efforts in accounting for the rise in herbal medicine consumption.