Factors affecting the demand for medicinal plants: Implications for rural development in Rasht, Iran

Medicinal plants (MDPs) play a critical role in the healthcare provision of much of the world's population, with undoubtedly increasing demand both in the number of species and in the volume of plant material being traded, but what drives demand for MDPs is not well understood. This study was conducted to evaluate factors affecting the demand for MDPs in the area of Rasht in northern Iran. A questionnaire was used as the primary means of data collection from consumers who were familiar with MDPs. The mean scores of identified favouring and disfavouring factors along with the bootstrapping confidence interval and Shannon's entropy were used for ranking consumers' attitudes. The main promoters of the demand were: the low complication by the consumption of MDPs, the consumers' recommendation to others about the use of MDPs, and the lower prices of MDPs than common chemical medicines. Exploratory factor analysis revealed that the main promoters could be grouped into three factors related to i) health benefits and availability of MDPs, ii) effectiveness and suitability of MDPs, and iii) price and tradition. On the other hand, the lack of insurance coverage of MDPs consumers, the lack of proper processing and packaging of MDPs, and the lack of adequate information about MDPs use by the authorities were the most important inhibiting factors of consumers' demand for MDPs. Factor analysis revealed that the main deterrents could be grouped into four factors related to i) limited support of MDPs, ii) poor access to processed MDPs, iii) lack of alternatives and spatial limitations, and iv) uncertainty and lack of confidence. The data provide a useful snapshot of the factors affecting the demand for MDPs in Rasht of northern Iran. The information sheds some light on what drives the acceptance of MDPs by the consumers and provides interesting policy insights into the development of production concerning the sector of MDPs in northern Iran. Methodologically, the study could constitute a base for the formation of a theory for the demand of MDPs in future research.