ABSTRACT
The purpose of this study was to use the health belief model in social marketing to influence behaviour change towards cholera prevention from the context of a developing country, specifically Ghana. Research into cholera prevention has focused predominantly on the issues surrounding effective sanitation, improvement in potable drinking water and use of oral dehydration. Therefore, little attention in literature has been paid to understand the behavioural aspects of individuals in communities about cholera prevention in developing countries.
This study used the health belief model in social marketing as the model and conceptual framework and quantitative survey as the methodological stance in the study. 250 respondents were included in the study. Structured questionnaires were administered in Chorkor and Agbogloshie and the results were analysed using multiple regression.
The findings showed that, the health belief model (HBM) predicts 54.2% of variance in behaviour change on cholera prevention. However, among the constructs of the HBM, perceived barriers (β=-0.708, P=0.000
ATSU, N (2021). Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana. Afribary. Retrieved from https://tracking.afribary.com/works/social-marketing-using-the-health-belief-model-for-the-prevention-of-cholera-in-ghana
ATSU, NKUKPORNU "Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana" Afribary. Afribary, 01 Apr. 2021, https://tracking.afribary.com/works/social-marketing-using-the-health-belief-model-for-the-prevention-of-cholera-in-ghana. Accessed 18 Sep. 2024.
ATSU, NKUKPORNU . "Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana". Afribary, Afribary, 01 Apr. 2021. Web. 18 Sep. 2024. < https://tracking.afribary.com/works/social-marketing-using-the-health-belief-model-for-the-prevention-of-cholera-in-ghana >.
ATSU, NKUKPORNU . "Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana" Afribary (2021). Accessed September 18, 2024. https://tracking.afribary.com/works/social-marketing-using-the-health-belief-model-for-the-prevention-of-cholera-in-ghana