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Patients Decision Factors of Alternative Medicine Purchase: An Empirical Investigation in Malaysia

Alternative Medicine is a mode of therapies and therapeutics used in place of conventional medicines. For the 
past decades, alternative medicine has made significant contributions to harmonize the human body’s natural 
healing process. This study examined decision factors such as patient’s attitude, subjective norm, perceived 
behavioral control, knowledge, and purchase intention to buy alternative medicine in Malaysia. The study was 
conducted following a quantitative research approach. Primary data were collected through the deployment of 
self-administered questionnaires from 350 patients in Klang Valley, Malaysia. For the purpose of the study, 
Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) techniques were performed. 
Patient’s perceived behavioral control and product knowledge are significantly related to purchase intention to 
buy alternative medicine; whereas attitude and subjective norm did not have significant relationship with 
intention to purchase alternative medicine. Perceived behavioral control and knowledge should be taken into 
consideration for developing marketing strategies in order to enhance patient’s intention to purchase 
alternative medicine.