"The inappropriate supply and consumption of non-prescribed medicines consists a public health problem of outmost importance for developed as well as for developing countries. The aims to develop new research methods and generate scientific basis to reduce the incidence of drug-related mishaps and maximize the potent effect of medicines in the provision of healthcare. The project utilizes a theory-specific approach to identify and understand primary care physicians’ and primary care patients’ behaviour towards prescription and consumption of medicines. Grounded on the theory of planned behaviour (TPB; Ajzen, 1991) seeks to identify predisposing behavioural factors that will enable the alteration of the problematic behaviour. This model also provides the basis for theory-guided interventions, tailored to address the behavioural components playing an influential role in the irrational prescription and consumption of medicines. In particular, the project’s objectives include the assessment of the extent of OTC misuse in countries of southern Europe, the identification of influential factors on primary care physicians and patients’ intentions towards irrational prescription and misuse of medicines as well as the design and implementation of certain pilot interventions with the potential to be translated into policy. Qualitative and quantitative research methods will be employed to assess predisposing factors of inappropriate prescription practices and medicine misuse in samples of primary care physicians and primary care patients. Pilot interventions will be also devised and applied. Southern European countries will benefit from the progress and the know-how of northern European countries invited to participate in the current proposal. Another benefit will be the formation of a network consisting of various disciplines that ensures evaluation, discussion and widespread dissemination of emerging knowledge throughout European primary health care settings."