Investigating Consumer Perceptions of Quality and Safety in Herbal Medicine

Abstract

Herbal medicine consumption has become increasingly popular due to its perceived natural benefits, yet concerns regarding product safety and quality remain prevalent. While various studies have examined consumer behavior towards herbal products, few have delved into the subjective experiences that shape consumer perceptions of these products' quality and safety. A significant gap in the literature lies in understanding how these subjective perceptions influence consumer decision-making and trust in herbal medicine. In this study, we employ a phenomenological approach to explore the lived experiences of consumers regarding the quality and safety of herbal medicines, aiming to answer the question: how do consumers perceive the quality and safety of herbal products in the marketplace? Through in-depth, semi-structured interviews with 12 herbal medicine consumers, we identify key themes related to the role of packaging, labeling, traditional knowledge, and regulatory standards in shaping perceptions. Thematic analysis revealed that consumers’ perceptions were influenced by their views on product labeling, packaging, the integration of traditional knowledge, and the importance of regulatory standards. These themes directly relate to the research question by offering insights into how consumers differentiate between product quality and safety based on these factors. Our findings reveal that consumers rely heavily on visible indicators of product quality, such as labeling and packaging, while balancing trust in traditional knowledge with concerns over scientific validation and regulation. These insights contribute to a deeper understanding of how subjective factors influence consumer behavior and trust in herbal products. The study’s implications highlight the need for clearer labeling and better regulation in the herbal medicine industry, offering directions for future research on consumer health product perceptions.