25. THE IMPACT OF SOCIODEMOGRAPHIC FACTORS ON MOROCCAN CONSUMERS’ PURCHASE INTENTION TOWARD GENERIC MEDICINES

The adoption of generic medicines represents a major challenge for improving access to healthcare while helping to control healthcare expenditures. Despite their economic and therapeutic advantages, the use of these medicines remains relatively low in many developing countries, including Morocco. This study seeks to identify the main factors that shape consumers’ intention to purchase generic medicines within a context marked by public policies encouraging their wider use. Particular attention is given to the role of sociodemographic variables such as age, level of education, and income, as well as to the influence of pathology type and health insurance coverage on individuals’ perceptions and acceptance of generic medicines. To address this issue, research hypotheses were formulated and tested through an empirical survey conducted among 515 respondents representative of the population of the Rabat–Salé–Kénitra region. The construction of the research model was based on an iterative approach between theory and fieldwork. The results highlight several key factors influencing purchase intention. In particular, income emerges as a major determinant: it fosters the development of a trust relationship toward generic medicines, which in turn exerts a positive effect on behavioral intentions, notably the intention to purchase.

BOUDINA, SARA; AOMARI, AMINA

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.61944

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/61944