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Consumer Perception, Knowledge, and Practice of Traditional
Herbal Medicines: A Case Study from Besut, Terengganu
*Nalini Arumugam
1
, Siti Nur Atiqah Binti Rosdin
2
, Anath Rau Krishnan
3
1
Senior Lecturer Faculty Bioresources and Food Industry University Sultan Zainal Abidin Besut
Campus, TERENGGANU, MALAYSIA
2
Graduate Student Faculty Bioresources and Food Industry University Sultan Zainal Abidin Besut
Campus, TERENGGANU, MALAYSIA
3
Labuan Faculty of International Finance Universiti Malaysia Sabah
*Corresponding Author
DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100357
Received: 03 December 2025; Accepted: 08 December 2025; Published: 11 December 2025
ABSTRACT
Traditional herbal medicinal (THM) are commonly used by the local people as an alternative for health purposes.
However, a lack of social research on this topic makes it difficult to accurately determine the extent of consumer
knowledge about the benefits of THM. The transmission of knowledge about THM from one generation to
another is poor, primarily relying on verbal communication. This limited transfer of knowledge hinders the
dissemination of information and may contribute to a gap in understanding among consumers regarding the
potential benefits of THM. This research is being conducted to determine the association between demographic
profiles and THM practice. A survey was carried out over 150 THM consumers in Besut, Terengganu, using a
self-administered questionnaire. The findings indicated that 69.3% of consumers are female, and most of the
consumers are Muslims and Malay (91.3%), in line with the major population of Besut, Terengganu. The
respondents consist of 67.3% from rural and urban areas (32.7%). Pearson Correlation Analysis indicates a high
relationship between knowledge and practice; also, attitude and practice have a high relationship. People are
shifting to natural medicine by using THM. Therefore, it is a good approach to provide information on THM in
layman's language for better understanding. It fosters a sense of trust and confidence in the use of THM as a
viable option for health management. Ultimately, providing information in layman's language can contribute to
the widespread adoption and acceptance of traditional herbal medicinal, leading to improved overall health
outcomes within the community.
Keywords: Traditional herbal medicinal, consumer perception, knowledge, attitude, practice
INTRODUCTION
Consumers in Besut, Terengganu, view traditional herbal remedies depending on a lot of elements including
cultural beliefs, expertise, and views on health and wellbeing. Herbal treatments are becoming more and more
popular since people are realizing their possible advantages, particularly in times of health emergencies like the
COVID-19 epidemic. Studies have demonstrated, for example, that people typically view herbal remedies as
safer substitutes for conventional medications because of their natural beginnings and belief that they have fewer
negative effects (Kristianto et al., 2022; Abdillah et al., 2020). People who have traditionally relied on herbal
treatments for health maintenance and treatment of diseases are especially prone to this opinion (Yuniati et al.,
2021).
In Besut as in other areas, consumer perceptions of herbal treatment are much shaped by the cultural setting.
Deeply ingrained in the society, traditional ideas and customs shape people's perspective on the safety and
effectiveness of herbal remedies. Studies show that consumers see herbal treatments handed down through
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generations as essential to their cultural identity and health practices, hence trusting them (Suharti et al., 2021).
A strong social endorsement for the use of herbal therapies is created by anecdotal evidence from family and
community members who relate favorable experiences with them, therefore strengthening this trust (Fansia et
al., 2023).
Herbal medications also are widely used because of their accessibility and cost. Herbal products are more
affordable and handier for many Besut consumers than conventional drugs, which could need prescriptions and
can be more expensive (Ithnain et al., 2020). The local market for herbal treatments is sometimes defined by a
range of products that meet various health demands, therefore facilitating consumer access to appropriate choices
(Walkyanti et al., 2023). Herbal medication consumption has grown in response to this availability as well as
successful marketing campaigns stressing their advantages (Suryadi et al., 2018). Views are greatly shaped by
consumer awareness of herbal medications as well. Studies have revealed that those who are well-informed about
the advantages and possible hazards connected with herbal treatments are more prone to use them (Izzati et al.,
2021). In Besut, educational campaigns meant to raise knowledge of the appropriate use of herbal products
should boost consumer confidence and support better practices by means of safer methods (Arumugam, N.
2019). Knowing the need of obtaining herbal remedies from reliable sources, for example, helps to reduce
dangers related to adulteration or contamination (Fikayuniar et al., 2023). The COVID-19 epidemic's effects
have affected consumer impressions of herbal remedies even more. Driven by the conviction that natural goods
can improve health and prevent disease, many people turned to herbal treatments as a means of strengthening
their immune systems throughout the epidemic (Alyami et al., 2020).
Though herbal remedies are viewed favourably, questions about their safety and effectiveness nevertheless exist.
Some consumers show doubt over the absence of scientific data to back the assertions made by herbal medication
manufacturers (Sundell & Jönsson, 2016). This emphasizes the need of more thorough investigation and open
communication on the advantages and possible hazards connected to herbal products. By means of evidence-
based knowledge and education, addressing these issues can assist to establish consumer confidence and promote
responsible use of herbal treatments (Rahmawati et al., 2024). Moreover, consumer impressions in Besut depend
much on the interaction of conventional and modern medicine. Many people combine herbal remedies with
traditional remedies, usually seeing them as complementary rather than mutually exclusive (Ali et al., 2024).
Reflecting a growing awareness of the value of both traditional and modern healthcare practices, this integrated
approach enables consumers to make informed decisions based on their particular health needs and preferences.
People widely use alternative treatments that utilize traditional herbal medicine because they perceive them as
safe, healthy, and devoid of adverse effects. This is in contrast to modern treatments that use chemicals. As
people got more educated and made more money, they became more worried about their health. This was
especially true for Malaysians. Older people often use traditional medicine, but younger people aren't as familiar
with them because they don't get as much contact with them. By word of mouth or by setting an example,
traditional herbal medicine advantages spread from one household to another. This made it hard for younger
people to learn about them. Therefore, it is crucial to protect plant species that are uncommon or in high demand
for use in traditional herbal medicine (Arumugam, N. 2019).
The field of social research on traditional herbal medicine exhibits gaps as a result of insufficient investigation
into the level of knowledge about plant benefits, awareness of potential risks associated with common practices
involving traditional herbal medicine, and the extent of consumer knowledge, attitudes, and practices regarding
traditional herbal medicine. The analysis of knowledge, attitudes, and practices related to traditional herbal
medicine should take priority in this research study in order to close these gaps. The research study focuses on
analysing people's opinions of traditional herbal medicine and its accompanying practices in order to address the
problem mentioned above.
KAP Model
We sought the response from the participants using the KAP Model in order to reach the objective of this study.
Knowledge, attitude, and practice are three linked elements of the KAP model. Knowledge is what people know
about a given health concern; attitudes are their opinions and feelings about that issue. Practices are the actions
people do depending on their knowledge and perspective. Higher degrees of knowledge have repeatedly
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demonstrated to be favorably connected with good attitudes and practices (Yang et al., 2020; Lee et al., 2021).
For example, a COVID-19 research underlined how much population awareness improved preventive actions,
so stressing the need of educational campaigns (Lee et al., 2021). Knowledge by itself, however, does not
necessarily forecast conduct; other elements, like cultural views and socioeconomic level, might affect attitudes
and behavior (Tillyard & DeGennaro, 2018; Kundu et al., 2022).
Figure 1: The Study Conceptual Framework
Finally, a complicated interaction of cultural beliefs, knowledge, accessibility, and modern health trends shapes
consumers in Besut, Terengganu's view of traditional herbal remedies. Healthcare providers and legislators
among other stakeholders should create an environment that encourages safe and informed use of herbal
treatments as their demand keeps rising. Improving consumer knowledge and guaranteeing the quality of herbal
remedies would help the community to negotiate the difficulties of contemporary healthcare while nevertheless
benefiting from the rich legacy of traditional therapeutic techniques (Arumugam, N. 2019).
METHODS
The location of the study was Besut, Terengganu, which is situated on the East Coast of Malaysia. According to
the data gathered, there were 182 villages and 154,168 people living in Besut (Besut District Council, 2021).
Due to the size of the population and the uncertainty surrounding the number of populations using traditional
medicinal, the respondents were chosen using a random sampling technique. G*Power was used to calculate the
number of samplings needed for the purpose of the study. G*Power 3.1.9.7 for Windows 11 was downloaded.
The detailed information to generate the study sampling was used, which included 'A Priori Type of Power
Analysis' with F test for 'Test Family' and Linear Multiple Regression. A total of 150 respondents participated in
the face to face interview session.
The main source of data was the questionnaires that were distributed to the respondents to obtain the information
regarding the study. A self-administered form was used to ensure fairness and avoid bias. The respondents were
given a short explanation of the study's goal, and their personal information was kept private. It took about 15
minutes for people to fill out the questionnaires. Participants were selected based on their ability to read and
write in Malay and their willingness to participate in the study, as the questionnaires were written in Malay.
However, if a person could not read or write, the researcher filled out the form based on what they said.
Questionnaire Design
A semi-structured questionnaire was created, comprising both open-ended and closed-ended questions. It
consisted of four parts, which were demographic data, knowledge, attitude, and practice (KAP) towards
traditional herbal medicinal. The tools used for this study were modified and researched, adapting them to fit
current research requirements.
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The Knowledge, Attitudes, and Practices (KAP) components will be evaluated in connection with the parametric
test by using a 5-point Likert scale, ranging from "strongly disagree" to "strongly agree" (Awang et al., 2015).
In a parametric test, researchers usually want to find out how much of an attitude a respondent has instead of
asking them to rank their opinions. The 5-point Likert scale gives more accurate measurements, makes
measurements more reliable, cuts down on multicollinearity problems, and ensures that the data is relatively
balanced and not heavily biassed. The items used to measure each of the framework's "constructs" are taken
from other writers' studies. Section A includes demographic profiles such as gender, age, religion, ethnicity,
marital status, education level, occupation, monthly income, and locality. It also contains open-ended questions
about the specific traditional herbal medicinal consumed and the monthly expenditure on them. Additionally, it
asks about the person who encourages the respondents to consume these herbal medicinal, the frequency of
consumption, and the diseases they have suffered from.
Section B covers questions regarding consumers' understanding of the advantages of traditional herbal medicinal,
potential side effects, and the sources from which they gather this information, such as the older generation, the
internet, print media, or professional practitioners. Additionally, it explores consumers' knowledge of
technological advancements in medicinal plant-based products and emphasises the importance of medical
professionals being knowledgeable about traditional herbal medicinal.
In Section C, the questionnaire items investigate consumers' attitudes towards the effectiveness and safety of
traditional herbal medicinal. It also evaluates whether consumers use herbal medicinal under the guidance of
medical professionals and their attitude towards consuming them alongside modern medicine. The final section
focuses on consumers' practices regarding traditional herbal medicinal, specifically if they only use them when
recommended by doctors or if they combine them with modern medicine. Additionally, it includes questions
about the type of products used, such as self-planted or processed products, as well as the methods of
consumption for external or internal use, such as raw consumption, decoction, infusion, or poultice.
RESULTS AND FINDINGS
Profile of Traditional Herbal Medicinal Consumers in Besut
The results of the traditional herbal medicinal consumers' demographic profile, sources of knowledge about
traditional herbal medicinal, frequency of use, diseases, and the types of traditional herbal medicinal that are
frequently used and familiar to the consumers are illustrated in Table 1. A descriptive analysis was conducted to
gather details about the respondents, including their age, gender, religion, ethnicity, marital status, education
level, occupation, monthly income, and place of residence. In addition, the study reported on the frequency of
traditional herbal medicine usage, sources of knowledge about traditional herbal medicinal, and monthly
estimated expenses for traditional herbal medicinal. There were 46 (30.7%) male and 104 (69.3%) female
consumers, with a response rate of 100% from the survey. According to the study by Sulaiman et al. (2017),
females considered herbal product consumption to be relatively more significant compared to males, who
regarded it as only marginally important. In their study on medicinal plant knowledge, Torres-Avilez et al. (2016)
categorised women's societal roles as partners and daughters, emphasising their responsibilities in health
management, including diagnosing illnesses and understanding prognosis, within the context of gender-based
comparative research. In contrast, males are tasked with overseeing household finances and supplying resources,
which results in them having a greater understanding of natural resources for different purposes, such as
construction (Torres-Avilez et al., 2016).
The findings proved that the number of traditional herbal medicine respondents is between 21 and 30 years old,
which is 53 (35.3%). The results indicate a positive attitude among youth respondents. Young individuals may
perceive herbal medicine as a more holistic and gentle approach to healthcare (Welz, 2018). Some young adults
may hold positive attitudes towards herbal medicinal, perceiving them as effective remedies for various health
concerns. They might believe that herbal medicinal have the potential to alleviate symptoms or improve overall
well-being. Education or awareness campaigns about herbal medicine can provide young adults with a more
informed perspective. Access to accurate and unbiased information can influence their attitudes and beliefs,
allowing them to make informed decisions about their healthcare choices (El-Dahiyat, 2020).
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The respondents who are married are 96 (64%), which is higher, while 46 (30.7%) are single. This is due to the
fact that women have a tendency to favor traditional herbal medicinal for postpartum care and to improve their
reproductive system, while men possess knowledge about the beneficial uses of natural resources. Many
individuals prioritize herbal remedies over conventional medicine due to their perceived significance in
promoting health and well-being, especially during pregnancy (Yusof J., 2016).
The 139 (92.7%) of the respondents had an educational background, which is 11 (7.3%) primary school, 80
(53.4%) secondary school, and 26 (17.3%) college or university, showing a wider awareness among them and a
greater concern for health by choosing natural-based products. Numerous research studies have found that
sociodemographic factors such as age, gender, education level, ethnicity, occupation, and religion play a
significant role in determining the use of herbal medicine (Aljofan, 2020). According to the study, individuals
with higher educational levels tend to be more engaged in researching medicinal plants, which increases the
likelihood of using herbal remedies (Vujicic & Cohall, 2021). Additionally, research conducted among adults in
the United States revealed a correlation between higher levels of education and an increased utilisation of herbal
supplements (Rashrash et al., 2017).
The consumers from rural areas are 101 (67.3%), while 49 (32.7%) are from urban areas. Based on these data,
it can be inferred that traditional herbal medicinal are most widely used by the community in rural areas. The
usage of herbal medicinal is higher in rural areas due to the abundant presence of medicinal plants in such
locations compared to urban surroundings. Additionally, herbal medicinal are more economically and physically
accessible to rural communities compared to biomedical services (De Sousa, 2022). People living in rural areas
are more likely to be exposed to medicinal plants because of their greater availability and accessibility in those
regions (Catublas, 2016). Additionally, because it is the most readily available and reasonably priced form of
therapy, traditional medicine utilising medicinal plants continues to be the main healthcare system in Medan's
resource-poor neighbourhoods (Siregar et al. 2018).
the majority of respondents are Islam 137 (91.3%) and Malay 137 (91.3%), as they are the main population in
Besut, Terengganu. The consumption of herbal products is often influenced by cultural and ethnic factors.
Traditional remedies and practices are passed down through generations in different cultures (Abdelmola, 2021).
The cultural background of individuals has a notable impact on shaping the customs and beliefs associated with
herbal medicine usage (Dores, 2023). People often derive these remedies from natural plant sources and believe
they hold healing properties specific to their respective cultures.
Furthermore, the data shows that 71 (47.3%) of the respondents are self- employed. Among the jobs performed
by the respondents are small-scale farming and business. Their work in agriculture, such as planting sweet
potatoes, rice, and vegetables, requires a lot of physical labor. Therefore, they have been practicing the
consumption of herbs like turmeric to enhance their bodies' immunity. Studies show that turmeric contains
curcumin, an antioxidant that supports the function of the human immune defense system (Azizi, 2020).
Furthermore, the number of respondents who are not working or retired is 11 (7.3%). Based on the survey results,
there are several respondents who consume traditional herbal medicine in the form of processed juice or capsules
purchased by their children.
Besides that, the majority of respondents, 133 (88.7%), have a monthly income of less than RM2,000. This
proves that low income does not hinder individuals from taking traditional herbal medicinal in their lives.
Mohamad and Ahmad (2021) found that individuals with low incomes in Malaysia still use herbal medicinal.
Despite having limited financial resources, people continue to rely on herbal remedies for various health
purposes. Furthermore, 11 (7.3%) respondents have a monthly income of RM 2,100– RM 3,000, and 4 (2.7%)
respondents have an income of RM 4,100 and above. Furthermore, 2 (1.3%) respondents fall into the category
of having the lowest recorded monthly income of RM 3,100–RM 4,000.
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Table 1: Profile of Traditional Herbal Medicinal Consumers in Besut
Variables
Frequency (n=150)
Percentage (%)
Gender
Male
46
31
Female
104
69
Age
<20
15
10
21-30
53
35.3
31-40
27
18
41-50
26
17.3
51-60
17
11.4
>60
12
8
Marital Status
Single
46
30.7
Married
96
64
Others
8
5.3
Level of Education
No formal education
11
7.3
Primary
11
7.3
Secondary
53.4
53.4
College/University
17.3
17.3
Residential Location
Urban
49
32.7
Rural
101
67.3
Religion
Islam
137
91.3
Buddhist
9
6.0
Hindu
3
2.0
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Christian
1
0.7
Ethnics
Malay
137
91.3
Chinese
10
6.7
Indian
3
2.0
Working Level
Study
7
4.7
Government
3
2.0
Private
58
38.7
Self-employed
71
47.3
Not working / retired
11
7.3
Income per Month
< RM 2,000
133
88.7
RM 2,100 - RM 3,000
11
7.3
RM 3,100 - RM 4,000
2
1.3
> RM 4,100
4
2.7
Source: Survey, 2024
The Pattern of Consumers’ Purchasing Behavior in Besut, Terengganu
From Table 2, monthly expenses for traditional herbal medicinal showed that 52 respondents (34.7%) spent RM
10.00 or less on traditional herbal medicine in a month. The survey conducted revealed that the majority of
respondents solely utilised traditional herbal medicine cultivated in their own yards. Aloe vera and ‘Pegaga’ are
among the traditional herbal medicinal cultivated by respondents. Besides, 32 (21.3%) have spent RM 51.00 and
above per month on purchasing products based on herbal medicinal. Furthermore, they have purchased herbal
medicinal processed into capsules and juices, spending RM 51.00 and above.
The findings proved that 79 (52.6%) used traditional herbal medicinal based on recommendations from family
and friends. These findings indicate that traditional knowledge of medicinal plants is often transmitted through
oral communication within families (Nuraeni & Rustaman, 2019). According to Frawley J. (2015), women are
highly likely to self-administer herbal medications for the purpose of treating or preventing illnesses.
In addition, the number of respondents who take traditional herbal medicinal based on personal preference is 54
(36.0%). Several factors can influence the preference for and use of traditional medicinal based on personal
preference. These factors include various aspects such as sociodemographic and economic attributes, cultural
influences, environmental factors, age, level of education, occupation, religious beliefs, marital status, the
attitude of healthcare providers, religious perspectives on traditional medicine, and proximity to health facilities
(Chali et al., 2021). Furthermore, the frequency of usage of traditional herbal medicinal as needed or
recommended is 59 (39.3%). Besides, the number of respondents that took traditional herbal medicinal once a
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week is 45 (30%), while 37 (24.7%) consumed them every day and only 9 (6%) took them once a month.
According to Kautsar et al. (2016), Malaysia's purchasing trends for items based on herbs are frequency of using
herbal medicine, customer loyalty, and purchase intention.
The study shows that the highest number of respondents, 123 (82%), have other types of diseases. Among the
diseases involved are sinusitis, skin diseases, cholesterol, and obesity. Despite not being categorized as chronic,
they still take herbal medicinal to enhance their body's immunity. Furthermore, chronic diseases such as heart
disease and cancer recorded 4 (2.7%) and 1 (0.7%) respondent, respectively. The number of respondents with
high blood pressure and diabetes is 29 (19.3%) and 21 (14.0%), respectively.
With 127 (84.7%) responders, earlier generations provide the most knowledge sources. Regarding information
about traditional herbal remedies, respondents most significantly rely on past generations—such as parents or
grandparents. With 62 (41.3%) respondents, the internet also ranks second highest among sources of information
regarding traditional herbal remedies. Thanks to technological developments, everyone nowadays may rapidly
and simply access knowledge via the internet. They just go on websites or social media platforms looking for
information about herbal remedies using cell-phones.
Table 2: Pattern of Consumers’ Purchasing Behavior
Variables
Frequency (n)
Percentage (%)
Monthly expenses on traditional herbal
medicinal
< RM 10
52
34.7
RM 11 - RM 20
29
19.3
RM 21 - RM 30
14
9.3
RM 31 - RM 40
4
2.7
RM 41 - RM 50
19
12.7
> RM 51
32
21.3
Person who recommended to use
traditional herbal medicinal
Family / Friends
79
52.6
Personal Preference
54
36.0
Medical Practitioner
4
2.7
Herbal Medicine Seller
13
8.7
Frequency usage of traditional
herbal medicinal
Every Day
37
24.7
Once A Week
45
30.0
Once A Month
9
6.0
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As Needed / Recommended
59
39.3
Disease (more than one response)
Heart Disease
4
2.7
High Blood Pressure
29
19.3
Diabetes
21
14.0
Cancer
1
0.7
Others
123
82.0
Source of knowledge (more than one response)
Ancestors
127
84.7
Internet
62
41.3
Print Media
17
11.3
Medical Professionals/Seminars
24
16
Source: Survey, 2024
Traditional herbal medicinal familiar/used by respondents
Table 3 provides an overview of the traditional herbal medicinal recognised/used by the respondents. Among the
various options, ‘Halia’ stands out as the most widely acknowledged traditional herbal medicine, with 133
(88.7%) of the participants in this survey. This indicates a significant level of familiarity and acceptance of
‘Halia’ as a preferred choice among consumers in the context of traditional herbal remedies, according to the
survey findings. People have used ginger, a well-known herbaceous plant, extensively as both a spice and a
herbal remedy for generations. The traditional practice of consuming ginger rhizome is a common method for
alleviating various common health issues such as pain, nausea, and vomiting (Anh et al., 2020).
Furthermore, Aloe vera ranks as the second most familiar traditional herbal medicine among the respondents, at
129 (86.0%). Following closely is ‘Pegaga’ with 128 (85.3%) expressing familiarity. This highlights a
considerable level of awareness and acceptance of Aloe vera and ‘Pegaga’ within the surveyed population,
emphasising their standing as widely recognised traditional herbal remedies. Most respondents are familiar with
‘Pegaga’ due to its easy accessibility and cultivation around the house. 'Pegaga' thrives in a wide range of tropical
or wet pantropical regions, including rice paddies, as well as rocky areas at higher altitudes (Gohil et al., 2010).
Table 3: List of traditional herbal medicinal familiar/used by respondents
Traditional Herbal
Scientific Name*
Frequency (n)
Percentage (%)
Halia
Zingiber officinale Rosc
133
88.7
Pegaga
Centella asiatica (L.) Urb
128
85.3
Mengkudu
Morinda citrifolia Linn
78
52.0
Misai Kucing
Orthosiphon stamineus Benth
91
60.7
Roselle
Hibiscus sabdariffa L.
78
52.0
Belalai Gajah
Clinachanthus nutans Lindau (CN)
54
36.0
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Sirih
Piper betle L.
131
87.3
Peria Katak
Momordica charantia L
110
73.3
Dukung Anak
Phyllanthus niruri L.
66
44.0
Hempedu Bumi
Andrographis paniculata Wall.
50
33.3
Sambung Nyawa
Gynura procumbens (Lour.) Merr.
36
24.0
Tongkat Ali
Eurycoma longifolia Jack
118
78.7
Kacip Fatimah
Labisia pumila Benth. & Hook. f.
110
73.3
Source: Survey, 2024
*Note: The local traditional medicinal plant names and their corresponding scientific names were extracted from
the book "MEDICINAL PLANTS AND CONSUMERS’ THOUGHTS IN EAST COAST ECONOMIC
REGION" authored by Nalini Arumugam, Nurul Imanina, and Khamsah Muhammad.
Consumers’ perception of traditional herbal medicines based on knowledge
Table 4 shows several statements to measure the level of respondents' knowledge about traditional herbal
medicines. The respondents agreed upon a total of five statements, with a mean of 4.0 and above. In addition,
respondents almost agreed on two statements, with a mean value ranging from 3.5 to 3.99. Furthermore, the
respondents do not agree on three statements, which have a mean value of 3.49 and below.
Among the statements with a mean value of 4.0 and above is the one related to health benefits. A total of 136
(90.7%) with a mean value of 4.46 agreed with this statement. This indicates that they have knowledge about the
importance of traditional herbal medicines for health. The second statement is about using traditional herbal
medicines as supplementary food to maintain personal health. A total of 133 (88.7%) with a mean value of 4.31
agreed that traditional herbal medicines can serve as supplementary food for personal health. Furthermore, 132
(88%) with a mean value of 4.29 agreed that traditional herbal medicines have the potential to be used both
internally and externally. The next statement, with a mean value of 4.31, indicates that 128 (85.3%) agreed that
traditional herbal medicine can be enhanced through knowledge. Furthermore, 118 (78.7%) with a mean value of
4.14 agreed that traditional herbal medicines should be included in the medical doctor's syllabus.
After that, there are two statements with mean values ranging from 3.5 to 3.99, indicating that respondents almost
agree with the statements. The first statement is related to the abundance of products on the market. The percentage
of those who agree that there is an abundance of traditional herbal medicine products is just below 70%, specifically
104 (69.4%), with a mean value of 3.91. This indicates that the community is aware of the abundance of products
based on traditional herbal medicine on the market. Among the herbal medicine products sold are those in the form
of raw materials, semi-finished products, and finished products. Various herbal-based products are sold on the
market and are in high demand. Herbal-based products are available in three forms on the market: raw materials
(fresh or dried plants), semi-finished products (extracts), and finished products (food products and other value-
added products) (Kamaruzaman, 2022). Next, statements about traditional herbal medicine develop with
technological advancements. The mean value for the statement is 3.94, with 103 (68.6%) of respondents agreed.
This data indicates that a larger proportion of the community is sensitive to the modernization of herbal medicine
production.
Besides, there are three statements displayed with a mean below 3.49, indicating that respondents do not agree with
the statements. The first statement is about having side effects if taken excessively. A total of 76 (50.7%) with a
mean value of 3.32 disagreed with the statement. This is because most of the community believes that naturally
derived medications will not be harmful to health, even when consumed in large quantities. However, the
seriousness of this issue is often not emphasised, despite the possibility of users experiencing side effects after
taking herbal medicines. The adverse and harmful effects of herbal medicines utilised in traditional communities
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are usually not documented, and this is commonly referenced to support their perceived safety (Davey, 2019). Next,
the statement about attending seminars to learn about herbal medicines has a mean value of 2.56, with 102 (67.9%)
disagreeing. This is because most respondents acquire knowledge about traditional herbal medicines from
experienced family members. Respondents disagreed with the statement about government agencies monitoring
the cultivation of traditional herbal medicine. Many respondents disagree with this statement because they believe
that anyone can cultivate herbal medicines without oversight from higher authorities, as indicated by the mean
value of 3.27 with 71 (47.3%).
Table 4: Consumers’ perception of traditional herbal medicines based on knowledge
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
No
Statements
Mean
n
%
n
%
n
%
n
%
n
%
1.
I know about traditional herbal medicine
beneficial for health.
1
0.7
0
0
13
8.7
51
34.0
85
56.7
4.46
2.
I know about traditional herbal medicine has
side effects if taken excessively.
22
14.7
13
8.7
41
27.3
43
28.7
31
20.7
3.32
3.
I know about traditional herbal medicine
beneficial used as a supplementary food to
maintain personal health.
1
0.7
2
1.3
14
9.3
66
44.0
67
44.7
4.31
4.
I know about traditional herbal medicine
attending seminars about it.
56
37.3
17
11.3
29
19.3
33
22.0
15
10.0
2.56
5.
I know about traditional herbal medicine used
internally or externally.
2
1.3
2
1.3
14
9.3
64
42.7
68
45.3
4.29
6.
I know about traditional herbal medicine
cultivation is monitored by government
agencies.
27
18.0
17
11.3
27
18.0
46
30.7
33
22.0
3.27
7.
I know about traditional herbal medicine
abundance of products in the market.
5
3.3
7
4.7
34
22.7
55
36.7
49
32.7
3.91
8.
I know about traditional herbal medicine
developed with technological advancements.
4
2.7
10
6.7
33
22.0
47
31.3
56
37.3
3.94
9.
I know about traditional herbal medicine can
be enhanced through knowledge.
3
2.0
3
2.0
16
10.7
51
34.0
77
51.3
4.31
10.
I know about traditional herbal medicine
should be included in medical doctor syllabus.
should be included in medical doctor syllabus.
8
5.3
6
4.0
18
12.0
43
28.7
75
50.0
4.14
Consumers’ perception of traditional herbal medicines based on attitude
Table 5 shows several statements to measure the level of respondents' attitude towards traditional herbal
medicines. There are six statements overall that the respondents agree on, with a mean of 4.0 and above.
Additionally, with a mean value ranging from 3.5 to 3.99, the respondents are almost unanimous on two
statements. Furthermore, the respondents do not agree on two statements, with a mean value of 3.49 and below.
Among the statements agreed upon by respondents is one related to traditional herbal medicine offering benefits
for the long term. A total of 118 (78.7%) with a mean value of 4.26 agreed with this statement. This indicates
that respondents have a high level of confidence in the efficacy of traditional herbal medicines if they are
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practiced in their daily lives. The second statement is about the willingness to recommend the use of traditional
herbal medicine to others. A total of 121 (80.7%) with a mean value of 4.25 agreed to influence others to use
traditional herbal medicine because they believe in its benefits for the body's health. Furthermore, 121 (80.7%)
with a mean value of 4.24 expressed high satisfaction with the effects of traditional herbal medicine. A total of
136 (90.6%) respondents, with a mean value of 4.47, agreed with the statement related to the use of traditional
herbal medicines containing natural ingredients. The next statement, with a mean value of 4.30, indicates that
118 (78.7%) agreed that the use of traditional medicine is safe. A total of 123 (82%) with a mean value of 4.28
agreed that traditional herbal medicines can strengthen the body's defences and promote self-healing.
After that, there are two statements with mean values ranging from 3.5 to 3.99, indicating that respondents almost
agree with the statements. The first statement relates to the need for consulting an expert before using traditional
herbal medicine. A total of 94 (62.6%) respondents with a mean value of 3.75 almost agreed with this statement.
The second statement discusses the lengthy time required to observe the effectiveness of traditional herbal
medicine. This statement had 78 (52%) respondents with a mean value of 3.51, indicating that they almost agreed
with it.
Besides, the first statement that respondents did not agree with was about traditional herbal medicine being able
to be taken alongside modern medicine. A total of 93 (62%) with a mean value of 2.97 disagreed with this
statement. Next, 72 (48%) with a mean value of 3.29 indicated that respondents did not agree with the statement
regarding the need for monitoring by medical professionals in hospitals or clinics for the use of traditional herbal
medicine.
Table 5: Consumers’ perception of traditional herbal medicines based on attitude
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
No
Statements
Mean
n
%
n
%
n
%
n
%
n
%
1.
Use of traditional herbal medicine can be
taken/used alongside modern medicine.
32
21.3
31
20.7
30
20.0
24
16.0
33
22.0
2.97
2.
Use of traditional herbal medicine requires
reference to scientific studies.
8
5.3
9
6.0
39
26.0
50
33.3
44
29.3
3.75
3.
Use of traditional herbal medicine provides
results that take some time to manifest.
11
7.3
13
8.7
48
32.0
44
29.3
34
22.7
3.51
4.
Use of traditional herbal medicine offers
benefits for the long term.
2
1.3
3
2.0
27
18.0
40
26.7
78
52.0
4. 26
5.
Use of traditional herbal medicine should be
Monitored by medical professionals in
hospitals or clinics.
25
16.7
12
8.0
35
23.3
50
33.3
28
18.7
3.29
6.
Use of traditional herbal medicine I would
recommend it to others.
2
1.3
3
2.0
24
16.0
48
32.0
73
48.7
4.25
7.
Use of traditional herbal medicine I am very
satisfied with its effects.
0
0
4
2.7
25
16.7
52
34.7
69
46.0
4.24
8.
Use of traditional herbal medicine contains
natural ingredients.
0
0
2
1.3
12
8.0
50
33.3
86
57.3
4.47
9.
Use of traditional herbal medicine is safe.
0
0
1
0.7
31
20.7
40
26.7
78
52.0
4.30
10.
Use of traditional herbal medicine builds
body's defences and promotes self-healing.
1
0.7
3
2.0
23
15.3
49
32.7
74
49.3
4.28
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Consumers’ perception of traditional herbal medicines based on practice
Table 6 shows several statements to measure the level of respondents' practices towards traditional herbal
medicines. There are six statements overall that the respondents agree on, with a mean of 4.0 and above.
Additionally, with a mean value ranging from 3.5 to 3.99, there is one statement that the respondents almost
unanimously agree on. Furthermore, the respondents did not agree upon four statements, which had a mean value
of 3.49 and below.
Among the statements agreed upon by respondents, one related to taking traditional herbal medicine as a
supplementary food. A total of 110 (73.3%) with a mean value of 4.07 agreed with this statement. This indicates
that the majority of respondents have taken traditional herbal medicines as a supplement to enhance their body's
immunity. The second statement is about taking traditional herbal medicine because they believe in its
effectiveness. A total of 113 (75.3%) with a mean value of 4.11 agreed that traditional herbal medicines can have
positive effects on a person's health.
After that, there are four statements with mean values ranging from 3.5 to 3.99, indicating that respondents
almost agree with the statements. The first statement is about taking traditional herbal medicine in its raw form.
A total of 84 (56%) respondents with a mean value of 3.57 almost agreed with this statement. Almost all
respondents take traditional herbal medicines by drinking their boiled decoction, as indicated in the second
statement. A total of 110 (73.3%) respondents with a mean value of 3.91 showed that almost all respondents take
traditional herbal medicines by drinking their boiled decoction. Furthermore, 109 (72.7%) respondents with a
mean value of 3.93 almost agreed with the statement about taking traditional herbal medicine for external
applications. A few respondents in the survey treated minor external wounds using 'Daun kapal terbang' and left
it until the wound dried. In addition, 114 (76%) respondents with a mean value of 3.94 almost agreed with the
statement about taking traditional herbal medicine in the form of ready-to-use processed products.
Besides, there are four statements that display a mean below 3.49, indicating that respondents do not agree with
the statements. The first statement is about taking traditional herbal medicine alongside modern medicine. A total
of 100 (66.6%) respondents with a mean value of 2.73 disagreed with this statement. This indicates that
respondents do not practice taking traditional herbal medicine concurrently with modern medicine, possibly due
to concerns about the potential negative effects on the body. Next is the statement about taking traditional herbal
medicine cultivated by oneself. A total of 63 (41.9%) respondents, with a mean value of 3.37, disagreed with
this statement. These findings indicate that respondents obtain traditional herbal medicines through purchases
rather than self-cultivation. Additionally, 59 (39.3%) respondents disagreed with the statement about taking
traditional herbal medicine if a doctor recommends it, with a mean value of 3.49. The respondents disagreed
with the last statement regarding experiencing side effects after taking traditional herbal medicine. The majority
of respondents, 112 (74.7%) with a mean value of 2.44, disagreed with this statement. This indicates that they
have not experienced any negative effects while taking traditional herbal medicines.
Table 6: Consumers’ perception of traditional herbal medicines based on practice
Strongly
Disagree
Disagree
Neutr al
Agre e
Strongly
Agree
No
Statements
Mean
n
%
n
%
n
%
n
%
n
%
1.
I am taking traditional herbal
medicine as a supplementary
food/supplement.
3
2.0
6
4.0
31
20.7
48
32.0
62
41.3
4.07
2.
I am taking traditional herbal
medicine alongside modern medicine.
45
30.0
17
11.3
38
25.3
34
22.7
16
10.7
2.73
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3.
I am taking traditional herbal
medicine cultivated by oneself.
29
19.3
11
7.3
23
15.3
50
33.3
37
24.7
3.37
4.
I am taking traditional herbal
medicine if recommended by a
doctor.
24
16.0
6
4.0
29
19.3
54
36.0
37
24.7
3.49
5.
I am taking traditional herbal
medicine and have experienced side
effects after taking it.
55
36.7
29
19.3
28
18.7
21
14.0
17
11.3
2.44
6.
I am taking traditional herbal
medicine because I believe in its
effectiveness.
4
2.7
1
0.7
32
21.3
50
33.3
63
42.0
4.11
7.
I am taking traditional herbal
medicine in its raw form.
14
9.3
14
9.3
38
25.3
41
27.3
43
28.7
3.57
8.
I am taking traditional herbal
medicine by drinking its boiled
decoction.
13
8.7
2
1.3
25
16.7
56
37.3
54
36.0
3.91
9.
I am taking traditional herbal
medicine for external applications.
10
6.7
6
4.0
25
16.7
52
34.7
57
38.0
3.93
10.
I am taking traditional herbal
medicine in the form of ready-to-
use processed products.
16
10.7
1
0.7
19
12.7
54
36.0
60
40.0
3.94
Pearson-Correlation Analysis
The study utilized Pearson-Correlation Analysis to examine how closely linked independent and dependent
variables are. This method calculates correlation coefficients, which show the strength and direction of the
relationship between two variables in a linear manner. A coefficient close to +1 means a strong positive
relationship, near -1 suggests a strong negative relationship, and a coefficient around 0 implies a weak or no
linear connection. By using this analysis, the study gains insights into how changes in one variable relate to
changes in another, providing a clear picture of the associations between different factors in the research.
Table 7: Pearson correlation
DV
IV
Practices
Pearson
Correlation
Significant
Value
Strength of
Relationship
Attitude
0.796
.000
High relationship
Knowledge
0.741
.000
High relationship
Table 7 above shows the Pearson correlation results for independent variables (knowledge and attitude) and
provides insights into the high relationship and significance with the dependent variable (practice). For
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knowledge, the correlation coefficient is 0.741 with a p-value of 0.000, indicating that a greater understanding
of traditional herbal medicines is strongly associated with increased engagement in related practices. Similarly,
attitude exhibits a strong positive correlation with the dependent variable, boasting a coefficient of 0.796 and a
p-value of 0.000. This signifies that individuals with positive attitudes towards herbal medicines are more
inclined to participate in herbal practices.
Hence, this is correlated with the outcome of this research, which shows that the connection between attitude
and practice is more significant than the link between knowledge and practice, indicating that individuals are
more likely to use traditional herbal medicines when they possess positive attitudes and beliefs. The implication
is that individuals are more inclined to consume traditional herbal medicines when they possess positive attitudes
and beliefs, suggesting that the psychological aspect of perception and acceptance plays a crucial role in
influencing behavior. Individuals who have positive attitudes towards traditional herbal medicines may be more
inclined to practice them than those who only have a limited amount of understanding.
CONCLUSION
The results of this study underline the great cultural and social importance of traditional herbal medicine (THM)
in Besut, Terengganu. Particularly appreciating its natural composition and long-term health advantages,
consumers show a great degree of understanding and a good attitude toward THM. Still, there are gaps in
knowledge about the possible negative effects of THM mixed with contemporary medication and the requirement
of professional advice. The significant link among knowledge, attitude, and behavior implies that informed
customers are more inclined to embrace and promote THM. Including THM awareness into public health
education and encouraging cooperation between traditional and modern healthcare practitioners is absolutely
vital to guarantee the safe and efficient use of herbal treatments. THM may remain a great part of health and
wellness in the society by filling knowledge gaps and supporting responsible consumption.
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