Physicians are directly responsible for the treatment of patients. They affect patient behaviour and beliefs. Their point of view with respect to medication adherence behaviour of patients is crucial for getting insights into the cause-and-effect relationship of factors of medication non-adherence. This paper tries to find the cause-and-effect relationship of seven factors based on the physician perspective. With the help of paired comparison method, the expert beliefs of 30 physicians were captured using a structured questionnaire. DEMATEL analysis was done to find the cause-and-effect relationship between different factors. 'Belief that medication adherence is not important' emerged as the most important factor for medication non-adherence. If patients' beliefs can be modified through intervention, their behaviour may be altered, improving medication adherence rates.
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