Generic Prescribing in General Medical Practice: An Attitudinal Study of General Practitioners

Addresses the issue of the adoption of generic drugs by general medical practitioners in the National Health Service in England. The adoption and buyer behaviour of GPs is of central importance to the pharmaceutical industry and to the Government. Reports research based on the theories of perceived risk and work simplification, set in the context of the growing pressure on doctors to contain total prescribing costs. Based on the findings of in‐depth research interviews with 39 GPs, concludes that perceived risk on the part of the GP is a significant determinant of generic drug adoption and that the desire to simplify work load decisions is also important.