The Nexus between Environmental Factors and Behaviour Change in the Upper East Region of Ghana: The Mediating Role of Marketing Strategies

Abstract

This study aimed to explore the mediating role of marketing strategies in the relationship between environmental factors and behavior change in healthcare utilisation. A cross-sectional survey design was conducted using a random sampling technique to select 474 healthcare workers from six Health Directorates across Municipalities and Districts in the Upper East Region of Ghana. The target population from which the sample size was determined was 1980. The theories that guided this study were the Health Belief Model and the Theory of Planned Planned Behaviour. A structured questionnaire was designed using a five-point Likert scale and administered to the respondents. The data was collected over three months from February to April. A Structural Equation Model (SEM) with AMOS was employed to analyse the data. Findings revealed that marketing strategies mediate the relationship between environmental factors and behaviour change. The predicted hypotheses were found to be positive and significant. The study highlights the importance of marketing strategies in disseminating health-related information, which influences positive behaviour change toward healthcare utilisation. The study found that marketing strategies play a crucial role in disseminating health information and promoting behaviour change. The mediating role of marketing strategies in the relationship between environmental factors and behaviour change was established. All hypotheses were confirmed, demonstrating the key role of marketing strategies in improving health outcomes through behaviour modification. It is recommended that healthcare facility managers consider incorporating marketing strategies into their strategic plans to optimise outcomes.