رفتار مصرف کننده به منظور ترویج مصرف داروهای عمومی در ایتالیا

The results of the present study could be useful to public policy makers in developing effective policies and educational campaigns aimed at promoting generic drugs. Specifically, marketing efforts should be directed to inform consumers about the generic drugs’ characteristics to mitigate the perceived risk towards these products and to raise awareness during their decision-making process.