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Factors Affecting Intention of Iranian Women in Medicinal Herbs - TPB
Factors Affecting Intention of Iranian Women in Medicinal Herbs - TPB
Abstract
Background This study aimed to identify factors affecting the behavioral intention of Iranian rural women to use
medicinal herbs. The research model was developed by integrating “dissatisfaction with modern medicine” into the
“theory of planned behavior”.
Methods Data were collected through questionnaire from a sample of 260 Iranian rural women, which were
randomly selected. The validity and reliability of the scale were confirmed using expert opinions and Cronbach’s alpha
method, respectively.
Results Based on the results of structural equation modeling, attitude (β = 0.44; p < 0.01), subjective norms (β = 0.27;
p < 0.01) and dissatisfaction with modern medicine (β = 0.11; p < 0.05) had significant positive effects on rural women’s
intention to use medicinal herbs. In addition, subjective norms indirectly affected rural women’s intention to use
medicinal herbs through attitude (β = 0.23; p < 0.01).
Conclusions Subjective norms was a key factor in determining the intention of Iranian rural women to use medicinal
herbs, followed by attitude and dissatisfaction with modern medicine. Therefore, this study could contribute to our
understanding on how the intention of Iranian rural women to use medicinal herbs was influenced by different
factors.
Keywords Medicinal herbs, Theory of Planned Behavior, Dissatisfaction with Modern Medicine, Rural Women, Iran
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Saadi et al. BMC Complementary Medicine and Therapies (2023) 23:170 Page 2 of 8
regions of Iran has been reported to be about 19–90% [6, use medicinal plants. The findings are expected to help
7]. Evidence suggests that Iranian women are more likely health care policymakers develop better educational pro-
to use medicinal plants and traditional medicine than grams and devise detailed plans to promote the use of
men [8, 9] and especially Iranian rural women have a rel- medicinal plants.
atively high tendency to use medicinal herbs [7]. Ajzen [10, 18] suggests that the TPB can be extended
Numerous theories and models have been developed and modified by including additional constructs to cap-
to assess health-related intentions and behaviors. In this ture more variance in behavioral intentions. Likewise, in
regard, the Theory of Planned Behavior (TPB) is among this study, the construct of dissatisfaction with modern
the most important and valid theories [10]. This theory medicine is added to the TPB. Dissatisfaction is defined
provides a clear framework for examining the determi- as the “negative affect about outcome unfavourability.”
nants of behavioral intention. Moreover, various tests In other words, it signifies the failure to meet an indi-
performed at different spatial and temporal conditions vidual’s expectations or needs. In this light, according to
have confirmed high theoretical strength, reliability, and the expectation-confirmation theory [19], an individual
validity of the TPB in predicting consumer behavior in forms either a positive or a negative affective valuation of
various scientific areas including the use of medicinal an object; depending on such a valuation, he/she subse-
plants [11, 12]. Based on the TPB, intention is the most quently exhibits support behaviors or coping behaviors.
important factor in determining whether or not to per- Moreover, according to the theory of reasoned action,
form a particular behavior. In addition, people with more a positive affect leads to a continuation intention while
deliberate intentions are more likely to perform a par- dissatisfaction is followed by an intention towards dis-
ticular behavior. In fact, behavioral intention shows the continuation [10]. In the context of modern medicine,
amount of an individual’s efforts to perform a behavior. dissatisfaction refers to the degree to which people unfa-
This intention is determined by three main constructs vorably perceive their modern medicine experiences. For
including attitude, subjective norms, and perceived instance, modern medicine fatigue and dissatisfaction
behavioral control. Attitude is the degree to which an reflect negative feelings and emotions that users experi-
individual has a desirable or undesirable assessment ence when using modern medicine, feelings which could
of a particular behavior. Subjective norms refer to per- generate push effects on the users’ discontinuous use of
ceived external pressures to display or avoid a particu- modern medicine and make them switch to alternative
lar behavior. These norms reflect people’s willingness/ medicines. Indeed, dissatisfaction with modern medi-
unwillingness to follow others. Perceived behavioral cine has attracted the attention of many researchers, as it
control reflects an individual’s perception of the dif- seems to influence the intentions of users to switch from
ficulty of a particular behavior, and the degree to which modern medicine to alternative medicine. Based on pre-
he/she has control over the behavior. In other words, it vious studies, dissatisfaction with modern medicine (due
refers to an individual’s belief in the adequacy of his/her to its high costs, the fear of severe side effects, and poor
abilities to perform a particular behavior. People with access to concomitantly suitable health care facilities)
sufficient opportunities and resources who are confi- reinforces people’s tendency to resort to alternative med-
dent about their abilities have stronger perceived behav- icine and is one of the main reasons behind the increased
ioral control over their tasks. Attitude and subjective use of herbal medicines [20–24]. Especially, the evidence
norms affect behavior through intention. In addition, indicates that Iranian rural people tend to use medicinal
perceived behavioral control influences behavior both plants due to their dissatisfaction with modern medi-
directly and through intention [10, 13]. According to the cine, which is caused by the low effectiveness of chemical
TPB, people’s intention to use medicinal plants will not drugs, their side effects and lack of trust in them [25]. In
grow stronger unless they believe in valuable proper- other words, the more dissatisfied people are with mod-
ties of these plants. In addition, influential people must ern medicine, its services, and its effects, the greater will
encourage them to use medicinal plants, and authorities likely be their intention to use medicinal plants.
must provide people with necessary opportunities and Based on the above discussion, the present study was
resources to process these useful plants. conducted to examine factors affecting the intentions of
The TPB has widely been used in predicting health- Iranian rural women to use medicinal herbs based on the
related behaviors [14], supplementation consumption theory of planned behavior (Fig. 1).
behaviors [15], and complementary and alternative
drugs’ purchase intention [16, 17]; however, the research- Research method
ers could not find sufficient evidence on factors affecting This cross-sectional descriptive study was carried out
the use of medicinal plants by rural women in the litera- from late September to late October 2019. The study pop-
ture. Therefore, the study used the TPB to identify fac- ulation consisted of all rural women living in Asadabad
tors affecting the behavioral intention of rural women to County (N = 3425) located in western Iran, regardless of
Saadi et al. BMC Complementary Medicine and Therapies (2023) 23:170 Page 3 of 8
Table 4 Direct, indirect, and total effects of the structural equation model
Path Path coefficient (β) f2 Result
Direct effect
Attitude → Intention 0.44** 0.21 Supported
Subjective norms → Intention 0.27** 0.11 Supported
Behavioral control → Intention 0.06 0.00 Not supported
Subjective norms → Attitude 0.52** 0.38 Supported
Subjective norms → Behavioral control 0.39** 0.18 Supported
Dissatisfaction with modern medicine → Intention 0.11* 0.02 Supported
Indirect effect
Subjective norms → Attitude → Intention 0.23** Supported
Total effect
Subjective norms → Intention 0.53**
(P < 0.01**, P < 0.05*)
p < 0.01); therefore, these relationships were confirmed. attitude (β = 0.23; p < 0.01). Finally, perceived behavioral
The effect sizes of attitude→ intention (f2 = 0.21) and sub- control was not significantly related to behavioral inten-
jective norms→intention (f2 = 0.11) were medium and tion; hence, the mediating role of this variable was not
small, respectively. No significant relationship was found examined (Table 4; Fig. 2).
between perceived behavioral control and behavioral
intention (β = 0.06; p > 0.05); thus, this relationship was Discussion
not supported. Subjective norms were found to have sig- This study aimed to identify factors affecting the inten-
nificant relationships with variables of attitude (β = 0.52; tion of Iranian rural women to use medicinal herbs,
p < 0.01) and perceived behavioral control (β = 0.39; using the framework of the TPB. Rural women’s attitude
p < 0.01); therefore, these relationships were confirmed. towards the use of medicinal herbs was found to have the
In addition, dissatisfaction with modern medicine had greatest direct positive effect on their behavioral inten-
a significant positive relationship with behavioral inten- tion. In other words, a positive evaluation of the benefits
tion (β = 0.11; p < 0.05). Besides their direct relationship of medicinal herbs by rural women reinforces their inten-
with behavioral intention, subjective norms also were tion to use these herbs. Attitude reflects an individual’s
indirectly associated with behavioral intention through way of thinking, values, beliefs, and feelings, as well as
Saadi et al. BMC Complementary Medicine and Therapies (2023) 23:170 Page 6 of 8
his/her reactions to the surrounding environment; thus, expected and does not meet their medical needs satis-
this factor can directly influence one’s behavioral inten- factorily, they probably switch to alternative medicines,
tion. This is especially important in rural areas given the such as traditional medicine and medicinal herbs, to
common values and beliefs about health-related proper- meet their needs and expectations [33]. Many research-
ties of medicinal plants and the religious and spiritual ers consider dissatisfaction with modern medical services
philosophy behind the use of these plants [30]. Also, as a major determinant of tendency towards the use of
this finding is consistent with the results of research by medicinal herbs [20–24].
other researchers [12, 26, 30]. In addition, this is consis-
tent with the meta-analysis study by McEachan et al. [14] Study limitations
which demonstrated that attitude towards a behavior is This study has interesting findings; however, some limi-
the strongest predictor of intention in various health tations have emerged. Given the cross-sectional nature
behaviors. of the present study, the structural equation modeling
In addition, subjective norms had significant positive results do not prove the casualty of the aforementioned
effects on rural women’s intention, attitude, and per- relationships. In this regard, researchers can design lon-
ceived behavioral control regarding the use of medici- gitudinal studies to assess cause-and-effect relationships.
nal herbs. In addition, it had the greatest total effect Considering the limitations of self-report questionnaires,
on behavioral intention (βtotal = 0.53). In other words, researchers can use other methods (e.g. observation and
positive attitude of influential people (e.g. family mem- field surveys) along with questionnaires to measure vari-
bers, friends, and doctors) towards the use of medici- ables in future studies. Moreover, we did not consider
nal herbs will subconsciously influence rural women’s the possible effects of respondent characteristics such as
attitude towards these herbs. This will in turn improve health and socioeconomic status. Because these factors
rural women’s behavioral control, and will reinforce their may affect individuals’ tendency to use medicinal herbs,
intention to use medicinal plants. Some researchers they should be controlled for in future research. In addi-
argue that social norms/influence affect people’s attitudes tion, this study examined rural women’s intention instead
and behavioral intentions to use traditional medicine and of their actual behavior. Although behavioral intention
medicinal herbs [17, 30]. This is of great importance in is the closest predictor of actual behavior, it does not
rural areas due to the socio-cultural condition of these always lead to actual behavior. Therefore, scholars are
regions, high levels of trust and cohesion (i.e. high levels suggested to design longitudinal studies in order to inves-
of social capital), especially among women, and profound tigate rural women’s actual behavior in using medicinal
significance of social norms [31]. Accordingly, Sereshti herbs. Finally, the extended TPB was found to account
and Azari observed that most women use herbal sub- for 54% of the variance in intention to use medicinal
stances on the advice of their friends and families [32]. herbs, implying that other factors such as knowledge and
This is indicative of the important role played by social satisfaction may also influence rural women’s intentions.
pressure as well as views of reference groups in the atti- These factors can be included in the TPB to improve its
tude and behavior of Iranian rural women. explanatory power.
Based on the results, perceived behavior control had
no significant effect on the participants’ intention to use Conclusion
medicinal herbs. In other words, perceived difficulty This study contributes to the literature on the use of
in using medicinal herbs and having necessary oppor- medicinal plants through its application of an extended
tunities and resources did not significantly affect rural TPB. It hereby offers theoretical implications to produce
women’s intention to use these herbs. This finding is a better understanding of the mechanism underlying Ira-
inconsistent with the results of previous studies [12, 23]. nian rural women’s intention to use medicinal herbs. The
This difference is probably due to several reasons. For results can provide insight for future scholars exploring
example, medicinal herbs are mostly gathered and pro- in-depth views on the intention to use medicinal herbs
cessed by rural women almost without any expenditure. among rural women in Iran.
In addition, the participants stated that they can fully Hence, it is suggested that healthcare institutions
control the use of medicinal plants. Accordingly, Fishbein and practitioners educate local people, especially rural
and Ajzen state that researchers do not need to assess women, on the possible benefits of medicinal plants and
perceived behavioral control, when the behavior is volun- encourage their use to promote a culture of using such
tarily controlled [18]. Further research is required to bet- treatments. As more people have begun to use medici-
ter understand this phenomenon. nal plants and their products, the attitudes toward them
Dissatisfaction with modern medicine directly influ- have started to change. As the results indicated, positive
enced rural women’s behavioral intention. When peo- beliefs and attitudes are significant influencers of people’s
ple perceive that modern medicine is not as effective as intentions, and this will encourage the use of medicinal
Saadi et al. BMC Complementary Medicine and Therapies (2023) 23:170 Page 7 of 8
Competing interests
plants and their products in the future. In addition, The authors declare that they have no known competing financial interests
healthcare policymakers and practitioners need to estab- or personal relationships that could have appeared to influence the work
lish access to accurate and reliable information about reported in this paper.
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