Elderly Consumers’ Perceptions on Self-medication Using Over the Counter Medicines

Abstract

Elderly people are the largest consumers of over the counter medicines (OTC) worldwide. They are using OTC medicines, on a daily basis, to treat minor health issues; however little is known regarding the attitudes and beliefs of the elderly consumers in Greece regarding the purchase and use of OTC drugs and how decisions to self-medicate are made. The OTC medicine market constitutes a key source of business expansion and leads to a significant competitive advantage. The aim of this paper is to examine the attitudes of third age Greek consumers in over the counter medicines market. We have used the Theory of Planned Behavior to explore the influence of beliefs about Medicines – particularly the OTC medicines (Beliefs about Medicines Questionnaire), the influence of subjective norms and perceived behavioral control, as predictors of intent to self-medicate. Beliefs about medicines –OTC medicines emerged as the most significant predictor of intent to self-medicate, while subjective norms and perceived behavioral control were found to be secondary factors in the decision to self-medicate. Furthermore, intent to self-medicate significantly predicted (Self - Medicating Scale - SMS) the attitude of purchase and use of OTC medicines for self-medicating minor health issues. The results of the statistical analysis have shown that third age consumers in Greece do not use often OTC medicines, unlike consumers in the same age group of other countries. A significant positive correlation between the frequency of the use of OTC medicines and chronic diseases is recorded while a negative one is recorded effect among variables of the frequency of OTC medicines use and the health status of participants. The results of the survey indicate that self-medication with OTC is more likely when necessity regarding their use outweigh the concerns arising from their use.