Volume 3 ; Issue 2 ; in Month : July-Dec (2026) Article No : 127
Akhtar MF, Ranjan S, Kumar M, et al.

Abstract

Generic medicines play an important role in improving access to affordable healthcare and reducing medication-related financial burden. Although generic medicines contain the same active pharmaceutical ingredients as their corresponding innovator medicines and are required to meet established regulatory standards for quality, safety, and efficacy, their acceptance among consumers remains influenced by several social, economic, and psychological factors. Consumer perceptions regarding the effectiveness, safety, quality, appearance, and reliability of generic medicines may differ considerably from perceptions of branded medicines. Strong brand recognition, pharmaceutical marketing, prescribing practices, previous experiences, and recommendations from healthcare professionals can further influence medicine selection and purchasing behaviour. This review examines the current evidence regarding consumer awareness and perceptions of generic medicines in comparison with branded medicines. It discusses the fundamental differences between generic and branded medicines, regulatory requirements, therapeutic equivalence, cost considerations, and the factors influencing consumer acceptance and preference. Particular attention is given to common misconceptions regarding the quality and effectiveness of generic medicines, as well as the roles of healthcare professionals, pharmaceutical communication, and public awareness in shaping consumer attitudes. The review also highlights the potential of generic medicines to improve treatment affordability and healthcare accessibility. Improving consumer knowledge through appropriate education, transparent communication, and effective counselling by healthcare professionals may contribute to greater confidence in generic medicines and their wider utilization. Understanding the determinants of consumer perception is therefore essential for developing strategies that promote informed medicine selection and support the rational and cost-effective use of medicines.

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