Interactive Model of Factors Affecting Consumer Demand for Traditional-Iranian Medicine

In recent years, the demand for Traditional-Iranian or traditional medicine has increased, but there is still no comprehensive research to investigate why it is so popular. The aim of this study was to investigate the reasons for the demand for traditional medicine and to present an interactive model of these reasons.

Using a review of the research literature, the key factors affecting Islamic-Iranian medicine were identified, and then the relationships between these factors were drawn using the structural-interpretive model approach. Finally, using MikMac analysis, these key factors wereclassified into four categories: independent (key), Linkage, autonomous and dependent.

By reviewing the research literature, 17 variables affecting consumer demand for traditional medicine were identified. Also, the results of interactive modeling of these factors indicated that “fewer side effects of traditional medicine, naturalness, herbal medicines of traditional medicine, easy access to traditional medicines and tools, easier production of medicines and tools of traditional medicine, and less environmental risks of traditional medicine, long history of use, and religious beliefs” are the key factors in the demand for traditional medicine that affect other components and stimulate the demand for traditional medicine. Finally, these components are the builders of “positive attitudes and public trust” and “socio-cultural acceptance of this type of treatment”, which in turn leads to the creation of “rules and regulations that support traditional medicine”.

Determining the relationships between variables and the type of variables can lead to a better understanding of the subject in order to make appropriate decisions on the issue of factors affecting traditional medical demand and guide production and marketing strategies regardingthis medicine.