This study was conducted to investigate Generation Y (Gen Y) South Africans’ beliefs about generic medicines. The results indicate that Gen Y believe in the important attributes of generic medicines. Younger, black and ungraduated Gen Y have less belief in the efficacy of generic medicine than older, non-blacks and postgraduates.

• Helen Inseng Duh(University of the Witwatersrand, South Africa)
• Chuma Diniso(University of Johannesburg, South Africa)