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This paper aims to explore consumer experiences of spiritual value and investigates whether it is distinct from ethical value within a large and growing private sector health-care setting. Understanding consumers’ experiences of spiritual value versus ethical value has important implications for corporate social responsibility as increasingly, consumers want their spiritual needs met.

The research adopts an exploratory case study approach using in-depth interviews with 16 consumers who use complementary and alternative medicine health-care services. Drawing on consumer value frameworks, a thematic analysis identified dimensions of spiritual and ethical values co-created during their consumption experiences.

From a consumer’s perspective, spiritual value is distinct from ethical value. The key finding is that participants talked about spiritual value predominantly in reactive terms (apprehending, appreciating, admiring or responding), whereas ethical value was referred to as active (taking action).

This paper enhances the understanding of spiritual value and provides evidence that people want their spiritual needs met in a private health-care context. Furthermore, this study provides insights into the consumption experience of spiritual value that can be considered, with further research, in other health-care and service contexts.

This paper offers a new view on corporate social responsibility by taking a consumer’s perspective, and identifying that consumer experiences of spiritual value are important and distinct from ethical value.

Complementary and alternative medicine (CAM) continually edges toward the mainstream of Western medicine. This is due in large part to the increasing trend of research and publication in peer‐reviewed journals of the medical mainstream and the establishment of government sponsored initiatives such as the US National Institute of Health’s National Centre for Complementary and Alternative Medicine. This article reviews online sources of CAM information, including English language databases, print publications and CAM clearinghouses. It is not an exhaustive review, but examines CAM resources that are easily accessible in the online environment. Where appropriate, comments about efficacy, accuracy and applicability are included.

To explore the professional interface between health promotion (HP) and complementary and alternative medicine.

A discussion paper, based on qualitative research involving in‐depth interviews with 52 participants from either side of the interface.

The current interface is predominantly limited to information exchange but there are innovative examples of partnership working on both sides. Key determinants of future collaboration include: the changing nature of both HP and complementary medicine; the place of science and biomedicine; the role of the individual; and perceptions of health, holism and spirituality. There is a perceived need for professional training and development in the area.

The discussion presented is based on a small scale, qualitative study and further research is needed to explore the issues raised.

One‐third of the public in the UK now use complementary medicine and this paper explores ways in which HP may respond to this development.

The paper makes an important contribution to an area where there has so far been little professional debate.

Complementary and alternative medicine (CAM) as a topic of research and as an approach within the health care delivery system has become increasingly accepted. Aided by the holistic movement, and after a century and a half of striving for legitimacy, CAM is also increasingly becoming more accepted by mainstream medicine. This chapter reviews the social sources of disparities in use of CAM, with a greater focus on English-speaking countries, and especially the US. This chapter will briefly highlight the basic underlying principles of CAM as linked to its history and discuss types of CAM. The major focus of this chapter will be a review of the literature on social factors and use of CAM, looking at such factors as age, gender, socioeconomic status, race/ethnicity and immigration status, and health status. As part of this, we will also discuss the integration of CAM and conventional care. In conclusion, future directions for social science research in CAM will be discussed, specifically elaborating on the importance of the social sciences linking CAM with other growing interests in health and wellness.

Health plays a crucial role in the daily lives and supporting health is the important role of medicine. With the availability of traditional, complementary and alternative medicine (TCAM), the demands and willingness to pay among users are increasing. Hence, this study aims to determine the psychological factors influencing the willingness to pay for TCAM among Malaysian adults.

In total, 300 completed self-administered questionnaires were collected from Malaysian adults using a purposive sampling method through intercepts at public health-care facilities. A structural equation modelling approach using partial least square was used to test the hypotheses.

The findings show that attitude, subjective norms, perceived price and knowledge have a significant impact on willingness to pay for TCAM. Surprisingly, there was no relationship found between perceived behavioural control and health consciousness on willingness to pay for TCAM.

The findings of this study are expected to provide better insights into TCAM use among Malaysian adults. The results are also important to encourage health-care institutions and practitioners to educate the general public on the safety of TCAM to ensure more health benefits to the users.

Traditional Chinese Medicine (TCM) is a complete medical healthcare system that encompasses acupuncture, acupressure, moxibustion, herbal medicine, diet, tui na massage, and exercises (tai chi and qigong) among other traditional therapies. It uses herbs and natural resources to produce the traditional medicines and focuses on maintaining the balance between body and mind. As such, many aspects of TCM can be considered as green and sustainable. While there is market demand for TCM in some countries and among some communities, some others are still not aware of TCM. Moreover, there are fewer discussions in the academic platforms on TCM. This case highlights the scenario of TCM based on Malaysia’s perspective and discusses its challenges and prospects.

The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research agenda for the exploration of marketing frameworks – such as service quality, consumer behaviour and relationship marketing – in the new and rather unusual context of complementary and alternative medicine (CAM).

The paper reviews the literature on CAM from a UK and a US perspective and provides the findings from a small online survey of users of CAM.

Initial research suggests that factors ancillary to the main therapeutic purpose of the medical treatment, particularly the level of personal care felt by the client, can have a substantial effect on client satisfaction. It is suggested that this is a sector in which marketing through relationships, networks and alliances is practised extensively and implicitly, and, therefore, that it would be a fruitful context in which to research and to apply relationship marketing principles.

The paper develops a research agenda for further inquiry into the emerging area of business and marketing in CAM.

The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and category loyalty of a major product confidence crisis. Sets out to deal with this issue

Focuses on the impact of the events surrounding the recall within both the Australian and New Zealand markets and links the events surrounding the recall with the scant international literature relating to brand management during crisis situations. Then reports on findings from an investigation of New Zealand consumer perceptions of the sector after the recall event.

The substantial impact on both category and brand loyalty in the face of prolonged non‐availability of some products is revealed, as is the lack of contingency planning across product supply and marketing communications dimensions. Concludes with recommendations for the future management of brands during such events.

Lessons that may be learned in relation to brand management during crisis situations are stressed, along with implications for cross‐border brand management.

The dynamics of the complementary and alternative medicines market have not been comprehensively researched. In addition, the extant literature regarding brand management during crisis situations is not extensive. This paper therefore makes a contribution towards the understanding of an under‐researched market sector and also the impact on brand management of major disruption to consumer confidence and product availability.

This paper examines the attitudes and use of complementary and alternative medicine (CAM) by family physicians. A questionnaire was completed by 234 participants at the 1998 California Academy of Family Physicians Annual Scientific Assembly to analyze the recommendation, administration, and attitudes towards CAM by family physicians. This study indicates a large percent of California family physicians recommend and administer CAM to their patients. In addition, the results illustrate the importance of incorporating knowledge of CAM into medical education and the essential role family physicians play in the integration of conventional and CAM therapies.

The purpose of this study is to describe the use of complementary and alternative medicine (CAM), pain reliever use and the expectations refugees have of physicians about their practice of CAM use in the USA. Individuals with a refugee background are one of the populations who use CAM for treatment. However, to date, there is insufficient empirical evidence to describe CAM use among refugees resettled in the USA. In addition, collecting information about the use of pain relievers would help better understand the experiences of individuals with a refugee background.

Data was collected from August 2018 to November 2019 using a self- or interviewer-administered survey from 94 refugees 18 years of age or older who had settled in the USA.

This study found the following: CAM practice is very common among refugees resettled in the USA, most refugees use non-prescription pain medicine and refugees prefer to see physicians who understand CAM. This study contributes valuable findings in the usage of CAM among refugees and determines that CAM is commonly used among refugees resettled in the USA for pain management.

By better understanding CAM, physicians can address a direct need for the refugee population-seeking health care in the USA and other countries that host refugee resettlement.