caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархозcaer-73Research ArticleПРЕДПРИНИМАТЕЛЬСТВО И ТУРИЗМBUSINESS AND TOURISMМАРКЕТИНГОВЫЕ ИССЛЕДОВАНИЯ ПРИВЕРЖЕННОСТИ ПОТРЕБИТЕЛЕЙ ОРГАНИЧЕСКИХ ЛЕКАРСТВЕННЫХ СРЕДСТВMARKETING RESEARCH OF CONSUMER ADHERENCE TO ORGANIC MEDICINEАлиеваН. А.AliyevaN. A.

Алиева Наргиза Алишеровна –докторант PhD

Алматы

Almaty

nargiza.aliyeva@narxoz.kzМанапА. С.ManapA. S.

Манап Алмагуль Сериккалиевна – кандидат экономических наук, доцент

Алматы

Almaty

aimagul.manap@narxoz.kzУниверситет НархозКазахстанNarxoz UniversityKazakhstan20202804202002207224Copyright © Алиева Н.А., Манап А.С., 20202020Алиева Н.А., Манап А.С.Aliyeva N.A., Manap A.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/73

В последние годы значительно выросло внимание к «зеленому» поведению потребителей по отношению к органическим товарам, таким как продукты питания, уходовым средствам и др. Но недостаточно изучено поведение по отношению к органическим лекарственным средствам, которые все больше набирают популярность среди потребителей.Цель исследования. Данное исследование фокусируется на понимании факторов, которые влияют на намерение приобрести органические лекарственные средства. В исследовании также была предпринята попытка объяснить роль недостаточной осведомленности как сдерживающего фактора в намерении приобрести органические лекарственные средства.Методология. Данные собирались в два этапа и проводились как в режиме онлайн анкетирования, так и в форме устного опроса. В опросе приняли участие потребители двух крупных мегаполисов республики.Оригинальность/ценность исследования. Полученные результаты помогают понять феномен выбора потребителями органических лекарственных средств, и увеличить теоретическую базу исследований в области «зеленого» поведения потребителей.Результаты исследования. Были выявлены факторы, которые оказывают существенное влияние на намерение приобрести органические лекарственные средства. К ним относятся осознание здоровья, безопасность, доверие, осведомленность, страна производства, ценовая чувствительность реклама и эффективность. А также такие демографические показатели как пол и наличие детей в семье. Так же более половины респондентов считают органические лекарственные средства эффективными наряду с синтетическими лекарствами.Выводы. Могут быть использованы отечественным производителям лекарственных средств в понимании поведения потребителей и улучшения своей маркетинговой деятельности.

In recent years, there has been a significant increase in attention to green consumer behavior with regard to organic products such as food, care products, etc. But consumer behavior towards organic medicines has not been sufficiently studied. However, organic medicines are increasingly gaining popularity among consumers.Purpose of the research. This study focuses on understanding the factors that influence the intention to purchase organic medicines. The study also attempted to explain the role of lack of knowledge as a deterrent in the intention to purchase organic medicines.Methodology. Data was collected in two stages and conducted both online and in an oral survey. The survey was attended by consumers of two large cities of the republic.Originality / value of the research. The obtained results help to understand the phenomenon of choice by consumers of organic drugs, and increase the theoretical basis for research in the field of green consumer behavior.Findings. The study identified factors that have a significant effect on the intention to purchase organic medicines. These factors include health awareness, security, trust, knowledge, country of production, price sensitivity, advertising and effectiveness and such demographic indicators as gender and the presence of children in the family. Also, more than half of the respondents consider organic medicines to be effective along with synthetic medicines.Conclusions. Can also be used by domestic medicines manufacturers in understanding consumer behavior and improving their marketing activities.

органические лекарственные средстваповедение потребителейнамерение покупкипотребительский опросorganic medicinesconsumer behaviorpurchase intentionconsumer surveyReferencesAriffin S., Yusof J. M., Putit L., Shah M. I. A. Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products // Procedia Economics and Finance. – 2016. – Vol. 37. – No. 16. – P. 391–396.Ariffin S., Yusof J. M., Putit L., Shah M. I. A. Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products // Procedia Economics and Finance. – 2016. – Vol. 37. – No. 16. – P. 391–396.Trivedi R. H., Patel J. D., Acharya N. Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing // Journal of Cleaner Production. – 2018. – Vol. 196. – P. 11–22.Trivedi R. H., Patel J. D., Acharya N. Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing // Journal of Cleaner Production. – 2018. – Vol. 196. – P. 11–22.Rhee T. G., Ng J. Y., Dusek J. A. Utilization and perceived benefits of homeopathy and herbal therapies in U.S. adults: Implications of patient-centered care // Complementary Therapies in Clinical Practice. – 2017. – Vol. 29. – P. 9–15.Rhee T. G., Ng J. Y., Dusek J. A. Utilization and perceived benefits of homeopathy and herbal therapies in U.S. adults: Implications of patient-centered care // Complementary Therapies in Clinical Practice. – 2017. – Vol. 29. – P. 9–15.Greg T., Harris I.M. Complementary Therapies in Clinical Practice Reasons for and perceived benefits of utilizing complementary and alternative medicine in U.S. adults with migraines/severe headaches // Complementary Therapies in Clinical Practice. – 2018. – Vol. 30. – P. 44–49.Greg T., Harris I.M. Complementary Therapies in Clinical Practice Reasons for and perceived benefits of utilizing complementary and alternative medicine in U.S. adults with migraines/severe headaches // Complementary Therapies in Clinical Practice. – 2018. – Vol. 30. – P. 44–49.James P. B., Kamara H., Bah A. J., Steel A., Wardle, J. Herbal medicine use among hypertensive patients attending public and private health facilities in Freetown Sierra Leone // Complementary Therapies in Clinical Practice. – 2018. – Vol. 31. – P. 7–15.James P. B., Kamara H., Bah A. J., Steel A., Wardle, J. Herbal medicine use among hypertensive patients attending public and private health facilities in Freetown Sierra Leone // Complementary Therapies in Clinical Practice. – 2018. – Vol. 31. – P. 7–15.Перспективы использования целебных трав [Электронный ресурс]. – URL: https://agroinfo.kz/perspektivy-ispolzovaniya-celebnyx-trav/ (дата обращения: 04.02.2020).Перспективы использования целебных трав [Электронный ресурс]. – URL: https://agroinfo.kz/perspektivy-ispolzovaniya-celebnyx-trav/ (дата обращения: 04.02.2020).Wiesner J., Knöss W. Future visions for traditional and herbal medicinal Products – A global practice for evaluation and regulation? // Journal of Ethnopharmacology. – 2014. – Vol. 158. – P. 516–518.Wiesner J., Knöss W. Future visions for traditional and herbal medicinal Products – A global practice for evaluation and regulation? // Journal of Ethnopharmacology. – 2014. – Vol. 158. – P. 516–518.Herbal medicine market research report – Global forecast till 2023 [Электронный ресурс]. – URL: https://www.marketresearchfuture.com/reports/herbal-medicine-market-3250 (дата обращения: 04.02.2020).Herbal medicine market research report – Global forecast till 2023 [Электронный ресурс]. – URL: https://www.marketresearchfuture.com/reports/herbal-medicine-market-3250 (дата обращения: 04.02.2020).Prentice C., Chen J., Wang X. The influence of product and personal attributes on organic food marketing // Journal of Retailing and Consumer Services. – 2019. – Vol. 46. – P. 70–78.Prentice C., Chen J., Wang X. The influence of product and personal attributes on organic food marketing // Journal of Retailing and Consumer Services. – 2019. – Vol. 46. – P. 70–78.Asif M., Xuhui W., Nasiri A., Ayyub S. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis // Food Quality and Preference. – 2018. – Vol. 63. – P. 144–150.Asif M., Xuhui W., Nasiri A., Ayyub S. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis // Food Quality and Preference. – 2018. – Vol. 63. – P. 144–150.Chekima B., Oswald A. I., Wafa S. A. W. S. K., Chekima K. Narrowing the gap: Factors driving organic food consumption // Journal of Cleaner Production. – 2017. – Vol. 166. – P. 1438–1447.Chekima B., Oswald A. I., Wafa S. A. W. S. K., Chekima K. Narrowing the gap: Factors driving organic food consumption // Journal of Cleaner Production. – 2017. – Vol. 166. – P. 1438–1447.Chekima B., Chekima K., Chekima K. Understanding Factors Underlying Actual Consumption of Organic Food: The Moderating Effect of Future Orientation // Food Quality and Preference. – 2019. – Vol. 74. – P. 49–58.Chekima B., Chekima K., Chekima K. Understanding Factors Underlying Actual Consumption of Organic Food: The Moderating Effect of Future Orientation // Food Quality and Preference. – 2019. – Vol. 74. – P. 49–58.Ghazali E., Soon P. C., Mutum D. S., Nguyen B. Health and cosmetics: Investigating consumers’ values for buying organic personal care products // Journal of Retailing and Consumer Services. – 2017. – Vol. 39. – P. 154–163.Ghazali E., Soon P. C., Mutum D. S., Nguyen B. Health and cosmetics: Investigating consumers’ values for buying organic personal care products // Journal of Retailing and Consumer Services. – 2017. – Vol. 39. – P. 154–163.Asrari A. R., Najafabadi M. O., Lashgarara F. Influencing factors on the green marketing of medicinal herbs: a case study of the Zahra Rosewater Company // International Journal of Agricultural Resources, Governance and Ecology. – 2017. – Vol. 13. – No. 4. – P. 404–424.Asrari A. R., Najafabadi M. O., Lashgarara F. Influencing factors on the green marketing of medicinal herbs: a case study of the Zahra Rosewater Company // International Journal of Agricultural Resources, Governance and Ecology. – 2017. – Vol. 13. – No. 4. – P. 404–424.Shih C. C., Huang L. H., Yeh C. C., Lane H. L., Hsieh C. J., Tsai C. C., Liao C. C. The prevalence, characteristics, and factors associated with purchasing Chinese herbal medicine among adults in Taiwan // BMC Complementary and Alternative Medicine. – 2017. – Vol. 17. – No. 1. – P. 1–7.Shih C. C., Huang L. H., Yeh C. C., Lane H. L., Hsieh C. J., Tsai C. C., Liao C. C. The prevalence, characteristics, and factors associated with purchasing Chinese herbal medicine among adults in Taiwan // BMC Complementary and Alternative Medicine. – 2017. – Vol. 17. – No. 1. – P. 1–7.Hsu C. L., Chang C. Y., Yansritakul C. Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity // Journal of Retailing and Consumer Services. – 2017. – Vol. 34. – P. 145–152.Hsu C. L., Chang C. Y., Yansritakul C. Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity // Journal of Retailing and Consumer Services. – 2017. – Vol. 34. – P. 145–152.Rana J., Paul J. Consumer behavior and purchase intention for organic food: A review and research agenda // Journal of Retailing and Consumer Services. – 2017. – Vol. 38. – P. 157–165.Rana J., Paul J. Consumer behavior and purchase intention for organic food: A review and research agenda // Journal of Retailing and Consumer Services. – 2017. – Vol. 38. – P. 157–165.Zanoli R., Naspetti S. Consumer motivations in the purchase of organic food // British Food Journal. – 2002. – Vol. 104. – No. 8. – P. 643–653.Zanoli R., Naspetti S. Consumer motivations in the purchase of organic food // British Food Journal. – 2002. – Vol. 104. – No. 8. – P. 643–653.Paul J., Rana J. Consumer behavior and purchase intention for organic food // Journal of Consumer Marketing. – 2012. – Vol. 29. – No. 6. – P. 412–422.Paul J., Rana J. Consumer behavior and purchase intention for organic food // Journal of Consumer Marketing. – 2012. – Vol. 29. – No. 6. – P. 412–422.Apaolaza V., Hartmann P., D’Souza C., López C. M. Eat organic – Feel good? The relationship between organic food consumption, health concern and subjective wellbeing // Food Quality and Preference. – 2018. – Vol. 63. – P. 51–62.Apaolaza V., Hartmann P., D’Souza C., López C. M. Eat organic – Feel good? The relationship between organic food consumption, health concern and subjective wellbeing // Food Quality and Preference. – 2018. – Vol. 63. – P. 51–62.Bauer H. H., Heinrich D., Schäfer D. B. The effects of organic labels on global, local, and private brands: More hype than substance? // Journal of Business Research. – 2013. – Vol. 66. – No. 8. – P. 1035–1043.Bauer H. H., Heinrich D., Schäfer D. B. The effects of organic labels on global, local, and private brands: More hype than substance? // Journal of Business Research. – 2013. – Vol. 66. – No. 8. – P. 1035–1043.Lee H., Yun Z. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food // Food quality and preference. – 2015. – Vol. 39. – P. 259–267.Lee H., Yun Z. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food // Food quality and preference. – 2015. – Vol. 39. – P. 259–267.Goetzke B. I. Health-improving lifestyles of organic and functional food consumers // British Food Journal. – 2014. – Vol. 116. – No. 3. – P. 510–526.Goetzke B. I. Health-improving lifestyles of organic and functional food consumers // British Food Journal. – 2014. – Vol. 116. – No. 3. – P. 510–526.Nuttavuthisit K., Thøgersen J. The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food // Journal of Business Ethics. – 2017. – Vol. 140. – No. 2. – P. 323–337.Nuttavuthisit K., Thøgersen J. The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food // Journal of Business Ethics. – 2017. – Vol. 140. – No. 2. – P. 323–337.Kapuge K. D. L. R. Determinants of organic food buying behavior: special reference to organic food purchase intention of Sri Lankan customers // Procedia Food Science. – 2016. – Vol. 6. – P. 303–308.Kapuge K. D. L. R. Determinants of organic food buying behavior: special reference to organic food purchase intention of Sri Lankan customers // Procedia Food Science. – 2016. – Vol. 6. – P. 303–308.Devi Juwaheer T., Pudaruth S., & Monique Emmanuelle Noyaux M. Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius // World Journal of Entrepreneurship, Management and Sustainable Development. – 2012. – Vol. 8. – No. 1. – P. 36–59.Devi Juwaheer T., Pudaruth S., & Monique Emmanuelle Noyaux M. Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius // World Journal of Entrepreneurship, Management and Sustainable Development. – 2012. – Vol. 8. – No. 1. – P. 36–59.Wang J., Wang S., Xue H., Wang Y., Li J. Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials // Journal of Cleaner Production. – 2018. – Vol. 181. – P. 426–436.Wang J., Wang S., Xue H., Wang Y., Li J. Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials // Journal of Cleaner Production. – 2018. – Vol. 181. – P. 426–436.Zahid M. M., Ali B., Ahmad M. S., Thurasamy R., Amin N. Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences // Corporate Social Responsibility and Environmental Management. – 2017. – Vol. 25. – No. 3. – P. 225–236.Zahid M. M., Ali B., Ahmad M. S., Thurasamy R., Amin N. Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences // Corporate Social Responsibility and Environmental Management. – 2017. – Vol. 25. – No. 3. – P. 225–236.Pechmann C., Catlin J. R. The effects of advertising and other marketing communications on healthrelated consumer behaviors // Current Opinion in Psychology. –2016. – Vol. 10. – P. 44–49.Pechmann C., Catlin J. R. The effects of advertising and other marketing communications on healthrelated consumer behaviors // Current Opinion in Psychology. –2016. – Vol. 10. – P. 44–49.Gould S. J. Consumer Attitudes Toward Health and Health Care: A Differential Perspective // Journal of Consumer Affairs. – 1988. – Vol. 22. – No. 1. – P. 96–118.Gould S. J. Consumer Attitudes Toward Health and Health Care: A Differential Perspective // Journal of Consumer Affairs. – 1988. – Vol. 22. – No. 1. – P. 96–118.Haruna V. M. A New Model of Green Purchase Intention and its Derivatives: Confirmatory Factor Analysis Validation of Constructs // Information Management and Business Review. – 2014. – Vol. 6. – No. 5. – P. 261–268.Haruna V. M. A New Model of Green Purchase Intention and its Derivatives: Confirmatory Factor Analysis Validation of Constructs // Information Management and Business Review. – 2014. – Vol. 6. – No. 5. – P. 261–268.Hair J.F., Hult, G. T. M., Ringle C., Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) // Sage Publications, Inc. 2016. – 384 p.Hair J.F., Hult, G. T. M., Ringle C., Sarstedt M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) // Sage Publications, Inc. 2016. – 384 p.Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error // Journal of Marketing Research. – 1981. – Vol. 18. – No. 1. – P. 39–50.Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error // Journal of Marketing Research. – 1981. – Vol. 18. – No. 1. – P. 39–50.

The authors declare that there are no conflicts of interest present.