Oteh, O.U.Oloveze, A.O.Obasi, R.O.Opara, J.O.2021-06-032021-06-032021Oteh, O. U., Oloveze, A. O., Obasi, R. O., & Opara, J. O. (2021). Consumer health knowledge: cultural norms and marketing of healthcare products. Health Economics and Management Review, 2(1), 8-22. https://doi.org/10.21272/hem.2021.1-01https://essuir.sumdu.edu.ua/handle/123456789/83911This paper discourses healthcare products that face some degree of acceptance within some societies due to specific cultural dilemmas and ethical concerns. The purpose of this paper is to assess consumer health knowledge on the cultural and ethical dilemma and norms as they affect the marketing of healthcare products. Literary sources indicate the existence of misconceptions and poor marketing performance of healthcare products within a cultural milieu in Nigeria, thus the focus is on indigenous people and their cultural backgrounds.enCC BY 4.0колективізмколлективизмcollectivismзнання про здоров’я споживачівзнания о здоровье потребителейconsumer health knowledgeкультурна дилемакультурная дилеммаcultural dilemmaетичні нормиэтические нормыethical normsпродукти охорони здоров’ятовары для здоровьяhealthcare productsмаркетингmarketingArticle