Penulis: Nalini Arumugam, Nurul Imanina Kamal Bahri, Khamsah Suryati Mohd

This book titled Medicinal Plants & Consumers’ Thoughts in the East Coast Economic Region presents a glance of the medicinal plants in the East Coast Economic Region (ECER) with accentuate on the richness of medicinal plants, their supply chain and value chain analysis, consumers’ views on medicinal plants, and conclude with future directions of the Malaysian herbal industry. There is a growing demand for medicinal plants among consumers as an alternative for medication because they are natural and have a lower risk approach. People nowadays are more concerned with their health due to the ageing population, increased healthcare and widespread of chronic diseases. This has driven consumers to look into medicinal plants through their diet as a supplement or medicine. This new paradigm shift is a good opportunity for the utilisation of medicinal plants and we believe that this book will provide insights for new markets for medicinal plants-based products. This book will be a guidance for medicinal plant producers to plan for their business, widen their products’ market, explore diversification of their products.