DETERMINANTS DE LA RESISTANCE A L'ALERTE DE MORT : ROLE MODERATEUR DU COMPORTEMENT ETHIQUE PERÇU PAR LES CONSOMMATEURS DE FAUX MEDICAMENTS

Abstract

in spite of the alert of death concerning false medicine, their consumption hardly stopped. This disturbing phenomenon requires us to question the sensitivity of consumers to the perception of the ethical behavior of health actors. The objective of this research, it is to leave works of Hirèche (2004) to propose a marketing communications strategy to pharmacies and to formal pharmacies. Of the mixed methodology applied to this research, we notice that, more the consumers perceive the ethical behavior at the actors of the less low, sanitary domain is the influence of their beggary and more intense is the effect of good word of mouthon the attitudinal resistance in front of the alert of death.

Keywords

• alarm of death, resistance of the consumer, false drugs, perceived ethical behavior, marketing communication