Purpose: The use of traditional Chinese medicine (TCM) for disease prevention and healthcare has been strongly supported by the Chinese government in recent years, but public perception of TCM remains controversial or resistant, especially in preventing and treating COVID-19. It is therefore crucial to understand the factors that influence public attitudes.
Methods: By applying a measure of attitudes towards TCM in epidemic prevention, this study conducted a nationwide survey (n=1192) on the relationships between attitudes towards TCM for the control of COVID-19 and trust, perceptions of risk, scientific literacy, policy endorsement, and cultural values.
Results: The results of the study showed surprisingly that scientific literacy and risk perception did not dominate the Chinese public’s attitudes towards TCM for the control of COVID-19. Meanwhile, egalitarianism, policy endorsement, trust in scientist and healthcare personnel played a positive role. Moreover, egalitarianism positively regulates the relationship between trust in scientist and attitudes towards TCM epidemic prevention and control, while collectivism negatively regulates the relationship of the preceding variables.
Conclusion: All these findings suggest that attitudes towards the use of TCM are not based on rational cognition and logical reasoning, but are mainly influenced by emotional and cultural factors. This study will help researchers and practitioners understand the importance of cultural values, trust, policy endorsement, and attitudes towards TCM epidemic prevention and control to TCM’s use in healthcare.

Keywords: TCM, cultural values, policy endorsement, COVID-19