Abstract
Introduction Availability of counterfeit drugs is increasing, especially in developing countries. This fact makes it critical to develop new measures that can help to combat this problem.
Objectives This study was designed to examine the influence of certain factors on consumers' behaviour regarding counterfeit drugs. Specifically, this study investigates consumers' intention to purchase counterfeit drugs based on their attitude towards the purchase of counterfeit drugs, subjective norm and motivation.
Method This study was conducted in a resource limited setting context. A face-to-face structured interview survey methodology was employed to collect data from 1003 subjects. Data were analysed by maximum likelihood estimation procedures using structural equation modelling.
Key findings Out of a total of 11 proposed hypotheses, only four were significant as expected. All hypotheses related to factors affecting attitude were found to be nonsignificant and, consequently, attitude towards purchase intention was also found to be non-significant.
Conclusion The model, which was based on past research and the authors' theoretical considerations, was confirmed. Moreover, using the theory of planned behaviour provided strong contributions towards explaining the demand for counterfeit drugs. This study is among the few, and may indeed be the first, that examines an African country drugs market and provides information and knowledge highly demanded by marketing managers and public health policymakers. It provides an in-depth understanding of Sudanese consumers that can be used in designing more efficient anti-counterfeiting strategies in developing countries.