Consumer Behavior Towards Over-The-Counter Medicine Purchase: The Extended Theory of Planned Behaviour

The global medication scheduling is changing due to the frequent launching of new and generic medicines which bringing about the accessibuilty of different kind of medicines for customers in pharmacies. The Over-the-Counter medicines markert is always uder investigatin dueto its nature of self-mediation. In this study, the major psychological factors like attitude, subjectivenorm, perceived behavoural control and perceived risk are considered in consumer asthe derterminant ofthe over-the counter mediciene purchase desision,. The non-probabilistic purposive sampling technique has been applied tochoose 308 respondents from tjemetropolitan terrotory ofKula Lumpar and Selangor states in Malayasia. The Exploratory Factor Analysis and structrual Equation Modelling technique have been used to analyse the data. The reseult tevealed the customers' arttitude subjective norm and perceived behavoiurtal control toward OTC medicine were of very supportive disnificance, Wheresea percieved risk was not significant. It would be fascinating to explore ifthe results based on the outcomne hold forpurchase fotherASEAn nations as theres are different socia;l setteing national approach, and healthcare guidelines. Thus, OTC medicine usage and purchase behaviuoural could be anintergrative part of global healthcare frameworkd abd priorities.