Sirine GASMI2026-04-282024https://dspace.esm-tlemcen.dz/handle/123456789/294This thesis focuses on the factors that influence Algerian consumers’ trust in generic drugs, which are known for being effective and more affordable alternatives to branded medications. Combining theoretical review and field research, the study explores the role of knowledge, price perception, brand image, medical recommendations (particularly from pharmacists), and personal experience in shaping public trust. Findings show that limited awareness is a major obstacle, while personal experiences and pharmacist advice strongly affect trust levels. On the other hand, price and brand perception showed weaker influence. The study emphasizes the need for public health education, stronger involvement of pharmacists, and the promotion of locally produced generics as trusted and ethical alternatives that support the national pharmaceutical industry. Key words: trust, generic drugs, Algerian customers, knowledge, personal experience, brand imageen: trustgeneric drugsAlgerian customersknowledgepersonal experiencebrand imageThesis