Tarun Chopra,
Nidhi Bhasin,
- Student, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Delhi, India
- Associate Professor, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Delhi, India
Abstract
Background: The rapid digitization of India’s pharmaceutical market has positioned e-pharmacies as a transformative force; yet, consumer adoption remains significantly low despite growing awareness. Objectives: This study investigates consumer awareness levels, purchasing behaviors, trust perceptions, and adoption barriers regarding e-pharmacy services among urban Indian consumers. Methods: A sequential explanatory mixed-methods design was employed. Quantitative data were gathered via a structured questionnaire administered to 65 respondents in Delhi. Qualitative insights were derived from thematic analysis of open-ended survey responses. Descriptive statistics (frequencies and percentages) were computed. Results: While 60% of respondents demonstrated awareness of e-pharmacies, 98.5% reported an overwhelming preference for traditional brick-and-mortar pharmacies. NetMeds emerged as the leading platform (42.9%), with awareness primarily driven by advertisements (36.9%) and word-of-mouth (33.8%). Quality (44.6%) and medicinal composition (43.1%) were the dominant purchase determinants. Qualitative themes revealed distrust, perceived lack of urgency, regulatory ambiguity, and inadequate product information as critical barriers. Conclusions: A pronounced awareness-adoption gap exists, attributable to trust deficits, regulatory concerns, and suboptimal digital health literacy. Strategic improvements in platform transparency, regulatory compliance under the Drugs and Cosmetics Act (1940), targeted marketing for older demographics, and assured quality mechanisms are essential for accelerating e-pharmacy adoption in India. The paper contributes a mixed-methods framework for evaluating digital pharmaceutical consumer behavior in emerging economies.
Keywords: e-pharmacy, consumer awareness, online pharmacy, adoption barriers, mixed methods, India, pharmaceutical e-commerce, consumer behavior
Tarun Chopra, Nidhi Bhasin. Consumer Awareness and Adoption Barriers of E-Pharmacy Services in Delhi/NCR: A Mixed-Methods Investigation. Research and Reviews: A Journal of Pharmacology. 2026; 16(02):-.
Tarun Chopra, Nidhi Bhasin. Consumer Awareness and Adoption Barriers of E-Pharmacy Services in Delhi/NCR: A Mixed-Methods Investigation. Research and Reviews: A Journal of Pharmacology. 2026; 16(02):-. Available from: https://journals.stmjournals.com/rrjop/article=2026/view=241066
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Research and Reviews: A Journal of Pharmacology
| Volume | 16 |
| 02 | |
| Received | 08/04/2026 |
| Accepted | 25/04/2026 |
| Published | 26/04/2026 |
| Publication Time | 18 Days |
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