Traditional Chinese Medicine treatment: A qualitative study of the beliefs of non-users

The objective of this study is to explore the beliefs of and intentions to use Traditional Chinese Medicine (TCM) among non-users. This qualitative study incorporating an open-ended questionnaire included 20 non-user participants in Malaysia. The study was outlined by a Theory of Planned Behavior (TPB) approach to examine the hypothetical pathway between beliefs and intentions to use TCM within the context of minor and major medical treatments. The study sample for the qualitative study was chosen by purposive sampling. Research participants for the current study were recruited based on having knowledge about TCM, never seeking treatment from TCM professionals, and being above 18 years of age. Data analysis was undertaken using a Framework Approach and was informed by TPB. All participants were aware of the benefits or advantages of TCM. However the, majority reported seeking TCM merely for treatment of an acute problem whenever the modern treatment failed to heal the disease. Participants reported a wide range of barriers to TCM including both internal (psychology) and external (environment and time). The study participants also lacked support and advice from family members to use TCM. A focus on the effectiveness of TCM to encourage utilization of TCM for treatment of illness should be accompanied by consistent information about the positive effects of TCM for non-users. More research is required on how to overcome the barriers and to understand why positive attitude does not guarantee positive intention. Prioritization of positive images and identities of TCM as contributing factors to attitude may encourage positive intention to use TCM. Involvement of positive coverage from the media comprises one possible approach to improve attitudes about utilization of TCM.