Cultural and economic factors driving the use of alternative medicine: Nigerian and global perspectives

As the demand for alternative medicine continues to rise across the globe, a recent collaborative study sheds light on the cultural and economic drivers behind its growing adoption, with unique insights drawn from Nigeria and beyond.

The study, authored by Adedapo Olanrewaju Oyenuga, based in the U.S. at New Mexico State University, and independent researchers Ngodoo Joy Sam-Bulya from Abuja, Nigeria, and Rita Uchenna Attah from Bloomfield, New Jersey, highlights the key reasons behind this shift and its implications for healthcare systems worldwide. The research is a timely exploration of how people increasingly seek affordable, culturally relevant, and holistic health solutions.

“Alternative medicine is more than a trend—it’s becoming a necessity for many people,” says lead author Oyenuga, an agricultural economist. “Economic constraints, combined with a desire for culturally familiar and holistic care, have made alternative therapies an appealing option for those who find conventional healthcare either unaffordable or inaccessible.”

The study examines the financial realities facing many individuals, particularly in developing countries like Nigeria, where healthcare costs remain a major barrier for significant portions of the population. Even in wealthier countries like the United States, gaps in insurance coverage and skyrocketing medical bills have driven patients toward alternative treatments, such as herbal medicine, acupuncture, and traditional healing practices. In Nigeria, this trend is amplified by limited access to formal healthcare infrastructure in rural areas, making alternative medicine a critical and often the only viable option for many communities.

“Here in Nigeria, traditional medicine has always been part of our culture,” explains co-author Ngodoo Joy Sam-Bulya, an expert in agricultural supply chains and alternative medicine practices. “For many rural and urban Nigerians alike, the affordability and familiarity of these therapies make them an indispensable part of daily life. People trust remedies that have been passed down for generations, especially when they are more accessible than hospitals or clinics.”

The cultural dimension of alternative medicine is another focal point of the study. In Nigeria, traditional healers and herbalists hold a respected place in many communities. Their therapies, often rooted in local customs and beliefs, are seen as not only effective but also spiritually significant. Similarly, in the U.S., immigrant populations frequently draw on the traditional remedies of their home countries, while a broader wellness movement has propelled practices like yoga, meditation, and plant-based remedies into mainstream culture.

“The cultural acceptance of alternative medicine is one of its strongest drivers,” adds Sam-Bulya. “In Nigeria, it’s not just about affordability—it’s about trust and tradition. People feel connected to their roots when they use these remedies.”

The researchers note that regional differences play a significant role in shaping adoption patterns. Urban centers, such as Lagos and Abuja, where alternative medicine has a commercial presence, experience high usage rates driven by the accessibility of these therapies and the rising popularity of wellness culture. In rural areas, on the other hand, the reliance on traditional medicine is often born out of necessity due to a lack of healthcare infrastructure.

Co-author Rita Uchenna Attah, who specializes in accounting and technology management, emphasizes the importance of addressing equity in access to alternative medicine. “While alternative therapies are more accessible than conventional medicine for many, there are still challenges around regulation, quality control, and education,” she explains. “In Nigeria and globally, we need to ensure that people are using safe, evidence-based treatments. This requires better oversight and investment in public awareness campaigns.”

The study’s findings underscore the need for policymakers to adopt a more inclusive approach to healthcare. Key recommendations include expanding insurance coverage to include evidence-based alternative therapies, improving regulation and oversight of herbal medicines, and integrating traditional and alternative practices into formal healthcare systems. In Nigeria, this could mean formalizing partnerships between traditional healers and public health services to improve care quality and safety.

“We need to move beyond viewing alternative medicine as a competing force to conventional healthcare,” says Oyenuga. “Instead, we should aim to create integrative models that combine the strengths of both systems. This approach can enhance healthcare access and affordability while respecting cultural practices.”

Public education also features prominently in the study’s recommendations. Many individuals lack adequate knowledge about the risks and benefits of alternative medicine, leading to misuse or overreliance on unproven remedies. The authors call for awareness campaigns to ensure people make informed decisions about their health.

“Education is a critical tool in ensuring that alternative medicine is used safely and effectively,” says Attah. “Policymakers in Nigeria and elsewhere should invest in programs that provide clear, accessible information about these therapies, ensuring that people understand when and how to use them.”

Technology, the study notes, could also play a transformative role in making alternative medicine more accessible and transparent. Telemedicine platforms, for example, can connect patients in rural areas to trained practitioners, while blockchain technology can improve the traceability and safety of herbal medicines.

“Technology has the potential to revolutionize alternative medicine in Nigeria,” remarks Sam-Bulya. “Imagine a system where patients can verify the source and quality of herbal medicines or consult with trusted practitioners from their smartphones. These tools could address many of the challenges we currently face.”

Looking ahead, the researchers emphasize the importance of further studies to explore the evolving role of alternative medicine in healthcare systems. Future research, they suggest, should focus on sustainability metrics, such as the environmental impact of large-scale herbal production, and examine how alternative therapies can be effectively integrated into mainstream healthcare.

“By addressing the economic and cultural factors behind alternative medicine adoption, we can create a more inclusive and equitable healthcare system,” concludes Oyenuga. “This research is just the first step in understanding how to leverage these therapies to improve health outcomes while respecting cultural values and economic realities.”

This study offers valuable insights into the adoption of alternative medicine, not just in Nigeria but across the globe. It calls for collaborative efforts among governments, healthcare providers, and researchers to harness the potential of alternative therapies while addressing their challenges. With its emphasis on affordability, inclusivity, and innovation, the study provides a blueprint for a more patient-centered healthcare system that meets the diverse needs of populations worldwide.