Determinants of consumer confidence in generic drugs: the case of the Rabat-Sale-Kenitra region

Purpose Generic drugs are often a source of negative prejudice and mistrust among health professionals and patients. The purpose of this study was to assess consumer confidence in generic drugs. Design/methodology/approach To better, define the research theme, this study relied on a quantitative study of 515 respondents from a representative population of the Rabat-Salé-Kénitra region in Morocco. The model was validated using the LISREL method. Based on an iterative approach between theory and fieldwork, the study was able to create the research model, which is based on the concept of trust as a key factor in the consumption of generic drugs. Findings The development of a trusting relationship toward generic drugs depends mainly on safety, price, information transparency and source of information. This stimulates a positive impact on behavioral intentions, i.e. purchase intention. Research limitations/implications However, the research has encountered limits, notably the absence of previous work on this applied theme, requiring a preliminary exploratory qualitative study. From a methodological point of view, the main difficulty of this quantitative study was the limited access of consumers to extended data collection to six months. Practical implications The practical implications are manifold: for marketing managers, health professionals and public authorities. Better understanding the mechanisms of trust would allow the pharmaceutical industry to optimize its strategies, while helping the Ministry of Health to better control spending. Originality/value This innovative study fills a gap in the literature and proposes concrete tools to strengthen the adoption of generic drugs, thereby contributing to the sustainability of the Moroccan healthcare system.