Objective:Irrational medicine consumption practices increase the country's health expenditures and raise public health concerns,challenging sustainable development in multiple ways.The objective of this study is to iden-tify the key factors influencing irrational medicine consumption and devise a strategic framework to encourage responsible medicine use.Method:A cross-sectional qualitative descriptive design was used.Study data were collected using semi-structured interviews and analysed using thematic analysis to identify the key factors contributing to irrational medicine consumption.Results:Various factors like cyberchondria coupled with health misinformation,inaccessible healthcare,limited product choices,misleading online pharmacies,and infeasible pharmaceutical regulations act as key drivers of irresponsible medicine consumption.The participants recommended enhancing healthcare access,utilizing technology,promoting health literacy,and updating regulations as strategies to improve responsible medicine use.Against this backdrop,the study proposes a double helix model for responsible consumption of medicines through bilateral efforts from both consumers and the health system.Conclusion:Highlighting the importance of responsible consumption,this paper calls health system actors to action to accelerate the efforts to foster responsible consumption of medicines.

Objective:Irrational medicine consumption practices increase the country's health expenditures and raise public health concerns,challenging sustainable development in multiple ways.The objective of this study is to iden-tify the key factors influencing irrational medicine consumption and devise a strategic framework to encourage responsible medicine use.Method:A cross-sectional qualitative descriptive design was used.Study data were collected using semi-structured interviews and analysed using thematic analysis to identify the key factors contributing to irrational medicine consumption.Results:Various factors like cyberchondria coupled with health misinformation,inaccessible healthcare,limited product choices,misleading online pharmacies,and infeasible pharmaceutical regulations act as key drivers of irresponsible medicine consumption.The participants recommended enhancing healthcare access,utilizing technology,promoting health literacy,and updating regulations as strategies to improve responsible medicine use.Against this backdrop,the study proposes a double helix model for responsible consumption of medicines through bilateral efforts from both consumers and the health system.Conclusion:Highlighting the importance of responsible consumption,this paper calls health system actors to action to accelerate the efforts to foster responsible consumption of medicines.