Barriers to change in regulated channel environments: Pharmacists' prescribing

Based on attitude-behavior theory and its extensions, the authors develop a nd test a model of pharmacists' intentions to prescribe medication under th e Florida pharmacists Self-Care Consultant Law. Data from a random sample o f 490 Florida retail pharmacists, one of the few states where independent p rescribing is currently allowed, revealed that frequency of past prescribin g directly affects behavioral intentions. Also revealed are the underlying attitudinal and normative effects on frequency of past behavior. Post-behav ioral reactions reinforce negative attitudes and the pharmacist's perceptio n of the law's intent operates through perceived subjective norms. Suggesti ons for increasing pharmacists' prescribing, implications for service deliv ery channels, and future research directions are drawn from the findings.