Exploresearch (ISSN: 3048-815X) ( Vol. 03 | No. 3 | July - September, 2026 )

Dimensions of Consumer Apprehensions Predicting Endorsement of Ayurveda and the Intent to Consult: A Study in an Urban Indian Sample

Author: Sucheta Joshi & Chinmay Bapat

Ayurveda, the “science of life” indigenous to India, having existed over 5000 years––has gained increasing support and attention over the past few years––for its potential in promoting holistic health. Still, there remain challenges to the acceptance of ayurveda and its applications such as panchakarma, from the consumers’ viewpoint. There also remains a gap in understanding the specific apprehensions perceived by the potential consumers, which may hinder the acceptance ayurveda. Current study measured consumers’ perceived apprehensions regarding ayurveda and panchakarma, and two promotional outcomes –– i.e. consumers’ propensity to endorse as well as their intent to consult ayurvedic practice in an urban Indian sample. Dimensionality reduction indicated four perceived apprehensions, namely –– lack of trust and satisfactory services, nature of treatment, standardization and regulation related aspects, and apprehensions specific to panchakarma practice. All four apprehensions were positively correlated with each other, and negatively correlated with the two outcomes. Regression analyses showed that except for the nature of treatment, the other three apprehensions negatively predicted ayurveda endorsement as well as the intent to consult ayurvedic practice. These findings indicated a scope for awareness and initiatives to increase trust and satisfactory services, standardization and regulation aspects, as well as panchakarma practice. Conversely, the apprehensions related to the nature of treatment did not predict endorsement of ayurveda, but they positively predicted consumers’ intent to consult ayurveda. This further indicated the possible receptiveness to the initiatives of promoting ayurveda by the potential consumers. Implications for policy, practice, industry, and integrated stakeholder involvement have been discussed.

: Joshi, S. & Bapat, C. (2026). Dimensions of Consumer Apprehensions Predicting Endorsement of Ayurveda and the Intent to Consult: A Study in an Urban Indian Sample. Exploresearch, 03(03), 135–146. https://doi.org/10.62823/exre/03.03.271

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DOI:

Article DOI: 10.62823/exre/03.03.271

DOI URL: https://doi.org/10.62823/exre/03.03.271

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