Influences on Consumer Adoption of Herbal Therapies
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Injluences on Consumer Adoption of Herbal Therapies
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TABLE 2 Descriptive Statistics of Model Variables Frequency Adopters
Consumer Characteristics Gender (Yo) Men Women Age (years) Education (Yo) Bachelors degree and above Less education Number of Medications (”/.) None 1-3 4 or more Social System (source of purchase) (%) Grocery Health food store Pharmacy Mail-order Internet My family feels herbs improve my health Communication Channel (source of information) (Yo) Friend Magazine News TV advertisement Herb professional Newspaper Doctor Mail advertisement Radio Pharmacist Internet Herbal Characteristics I feel herbs improve my health Herbs are safe for me to take I have no risks when taking herbs Adoption of Herbals
Frequency Nonadopters
69 203 40.6
(25.4) (74.6) (15.8)a
171 340 43.7
(33.5) (66.5) (15.8)”
74 199
(27.1) (72.9)
87 420
(17.2) (82.8)
93 128 54
(33.8) (46.6) (19.6)
184 250 80
(35.8) (48.6) (15.6)
124 122 90 40 7 2.5
(44.9) (44.2) (32.6) (14.5) ( 2.5) (0.93)b
186 57 56 38 28 23 21 20 13 10 10
(67.4) (20.7) (20.3) (13.8) (10.1) ( 8.3) ( 7.6) ( 7.2) ( 4.7) ( 3.6) ( 3.6)
2.46 2.48 2.95 2.45
(0.89)b (0.92)b (1.2)b (1.98)”
aMean response (SD). bMeanscale response (SD) SCALE: 1 = Strongly agree 5 = Strongly disagree
for each type of store). Pharmacies were the third most prevalent source for purchase of herbals (33%). Friends were the most common source of information about herbs (67.4% of adopters). About 10%(n = 28) had gotten information from herbal professionals and 20.3% (n = 56) learned about herbs from the news. Analysis of the herbal characteristics showed that herb adopters, on average, agreed with the belief that “herbs improve
my health” (mean = 2.46) and that “herbs are safe for me to take” (mean = 2.48). Herb users were neutral about the statement, “I have no risks while taking herbs” (mean = 2.95). The mean level of adoption was 2.45 (SD = 1.98) with a range of 1 to 14 herbs. The regression model for consumer adoption of herbal therapies was significant (p < 0.01). with an R-square value of 0.406 (Table 3). Coefficients were significant (p < 0.05) for six variables: the purchase of herbs from
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Michael Ritho, Teresa B. Klepser, and William R. Doucette
184
TABLE 3 Results of Multiple Regression of Consumer Adoption of Herbal Therapies on Measures of Consumer Characteristics, Social System, Communication Channels, and Herbal Characteristics Standardized Coefficient
Model Adopter Characteristics Constant Gender Age Number of prescription or over-the-counter medications currently taking Education Social System Grocery Health food store Internet Mail-order Pharmacy My family feels herbs improve my health” Communication Channels Friend Herb professional Doctor Pharmacist Mail advertisement Newspaper Radio TV advertisement Magazine Internet News
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