Purpose: This research aims to evaluate the effect of eleven sub-variables under Attitude, Subjective Norms, and Perceived Behavioral Control on the over the counter (OTC) medicine purchasing behavior of Lebanese consumers. The study will also examine the mediating role of intention in determining consumer behavior. Design/methodology/approach: A questionnaire was developed and shared with 272 respondents through social media platforms. Quantitative data was collected to investigate the effect of Attitude, Social Norms, and Perceived Behavioral Control on consumer Intention and Behavior. Results ...