Author(s): Felicia Naatu, Abdul Bashiru Jibril, Isaac Gumah Akolgo, Th�ophile Bindeou� Nass�, Foster Abrampa Opoku-Mensah, Peter Paul Bamaalabong
Purpose: The growing prevalence of herbal medicine usage despite facing criticisms sharply contrasts with the widespread endorsement of conventional medicine. This study extensively investigates the factors that contribute to the rising popularity of herbal medicine in Sub-Saharan Africa, particularly focusing on Ghana. Design/Methodology/Approach: A quantitative approach was used to measure the variables and to test the hypotheses in this research, and 412 relevant responses were assessed using the structural equation model. Research Findings: The results indicate that the type of illness and the marketing efforts of herbal firms significantly influence consumers' attitudes. Additionally, the pressure exerted by significant others, perceptions of one's ability to control consumption, and purchase intentions are also impacted. Interestingly, while efforts of herbal firms do not directly lead to purchase behavior, it does influence herbal medicine consumption through subjective norms. Practical Implication: The research underscores the importance of research and development in boosting the quality and effectiveness of herbal medicine. It offers practical insights and bridges gaps in understanding herbal medicine utilization. Originality / Value: The research’s originality highlights the combination of the theory of planned behaviour, type of sickness and firm efforts in assessing the factors accounting for the surge in demand for herbal medicine.