The role of social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana

Tweneboah–Koduah, Ernest Yaw; Abdulai, Shaman; Coffie, Isaac Sewornu; Mahmoud, Mahmoud Abdulai

doi:10.1108/jsocm-12-2021-0270

Cited by 4 publications

(4 citation statements)

References 25 publications

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“…Put differently, the result suggests that though consumers have a high intention of consuming the local rice, the high intention only resulted in very low consumption. The result supports scholars that found a gap between intention and actual performance of a behaviour (Tweneboah-Koduah et al, 2022 ; Twum et al, 2021 ). For instance, Tweneboah-Koduah et al ( 2022 ) show a gap between intention to use insecticide-treated mosquito net (ITN) and actual ITN usage behaviour among pregnant women in Ghana.…”

Section: Discussion Of Findingssupporting

confidence: 88%

“…The result supports scholars that found a gap between intention and actual performance of a behaviour (Tweneboah-Koduah et al, 2022 ; Twum et al, 2021 ). For instance, Tweneboah-Koduah et al ( 2022 ) show a gap between intention to use insecticide-treated mosquito net (ITN) and actual ITN usage behaviour among pregnant women in Ghana.…”

Section: Discussion Of Findingssupporting

confidence: 88%

“…For instance, Hair et al ( 2019 ) argue that a sample size between 100 and 500 is appropriate and representative for quantitative and structural equation modelling analysis. This approach was followed by past scholars (e.g., Coffie et al, 2022 ; Tweneboah-Koduah et al, 2022 ; Twum et al, 2021 ) in determining their sample sizes. Data were collected using structured questionnaires, which were administered face-to-face.…”

Section: Methodsmentioning

confidence: 99%

“…It was, therefore, important to identify factors prohibiting or preventing people from consuming the local rice. Past scholars, for instance, Tweneboah-Koduah et al ( 2022 ), collected qualitative data to identify factors preventing pregnant women from using insecticide-treated mosquito nets after analysis of their quantitative data shows a gap between intention and actual consumption.…”

Section: Methodsmentioning

confidence: 99%

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Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Coffie

Tweneboah-Koduah

Ocloo

et al. 2023

Int Rev Public Nonprofit Mark

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The efforts and strategies of governments and other stakeholders to achieve self-rice sufficiency on the African continent have failed to achieve the intended results. Although scholars have primarily attributed this problem to poor attitudes and behaviour toward the consumption of locally produced rice, limited attention has been paid to behavioural change approaches. Thus, from the perspective of the theory of planned behaviour, the study sought to understand the factors that influence consumers’ intention to consume locally produced rice and to suggest solutions from a social marketing perspective to elicit voluntary changes in behaviour toward the consumption of local rice. Quantitative and qualitative data were collected from 375 to 40 participants, respectively. Qualitative data were analysed thematically, while quantitative data were analysed using partial least squares structural equation modelling. The results showed a strong positive and significant relationship between attitude, subjective norms, perceived behavioural control, and intention to consume locally produced rice. The results showed a weak significant negative relationship between intention and actual consumption of local rice, suggesting a high intention-behaviour gap. However, the qualitative results identified six critical factors that prevented people from consuming local rice though having the intention. These factors include cooking difficulty, suitability for few local dishes, lack of taste and aroma, foreign materials, poor packaging and standard specification, and unavailability. Thus, interventions addressing these barriers will significantly increase the consumption of local rice in Ghana. The study contributes to literature by using the mixed method approach and the theory of planned behaviour to predict factors that could improve local rice consumption in a developing country context. We also addressed how the 4Ps of social marketing could be used to address the identified barriers.

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Section: Discussion Of Findingssupporting

confidence: 88%

Section: Discussion Of Findingssupporting

confidence: 88%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

See 2 more Smart Citations

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Coffie

Tweneboah-Koduah

Ocloo

et al. 2023

Int Rev Public Nonprofit Mark

Self Cite

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Understanding covid-19 prevention behaviours: Implications for social and health marketers for the prevention of future pandemics

Coffie,

Ocloo,

Tweneboah-Koduah

et al. 2024

Health Marketing Quarterly

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Prospect of Social Marketing in Enhancing the Acquisition and Utilization of Insecticide Treated Nets (ITNs) for the Prevention of Malaria in a Rural Area of Imo State, South-Eastern Nigeria

Chukwuocha,

Okereke,

Bosede

et al. 2024

Social Marketing Quarterly

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Background Proper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs. Focus of the Article The marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement. Research Question The research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria? Program Design/Approach The research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people. Importance to the Social Marketing Field This study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology. Methodology This study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants. Results It was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people. Recommendation for Research or Practice This study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommended that health innovations and products must be sold to the people using social marketing strategies as this has been proven not only to encourage adoption/acquisition, but also utilization.

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The role of social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana

Cited by 4 publications

References 25 publications

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Improving local rice consumption in Sub-Saharan Africa through social marketing: evidence from Ghana

Understanding covid-19 prevention behaviours: Implications for social and health marketers for the prevention of future pandemics

Prospect of Social Marketing in Enhancing the Acquisition and Utilization of Insecticide Treated Nets (ITNs) for the Prevention of Malaria in a Rural Area of Imo State, South-Eastern Nigeria

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