مادر یا bub؟ کدام وفاداری تغذیه با شیر مادر را تحت تاثیر قرار می دهد

The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically focus on baby-oriented factors, breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continued breastfeeding. Using social marketing, this research investigates the role of mother-centred factors on loyalty to breastfeeding. A sample of 405 Australian women completed an online survey. The data were analysed using structural equation modelling, which revealed that mother-oriented, rather than baby-oriented, factors influence attitudinal and behavioural loyalty to breastfeeding.

Decision makers in the public sector and non-profit organisations are increasingly turning to a social marketing approach to achieve socially desirable goals in health, wellbeing and sustainable enterprises (see Brennan and Binney, 2008 and Zainuddin et al., 2011). Recently, national and international health decision makers have embraced social marketing strategy to address the social challenges of breastfeeding (Department of Health and Ageing, 2009a and Department of Health and Ageing, 2009b). In this article we argue that a social marketing approach is needed because despite evidence supporting the health benefits to both baby and mother from longer breastfeeding duration (ABS, 2003, Booth and Parsons, 2001, Newcomb et al., 1994 and WHO, 2001), sustained breastfeeding rates in Australia remain low (ABS, 2006). In the past, a range of health interventions have been used by government departments and non-government organisations around the world to address the challenges of breastfeeding. Evidence from systematic reviews of breastfeeding interventions, however, indicate that the majority of programs have had limited success in increasing the duration of breastfeeding (see Fairbank et al., 2000, Fairbank et al., 2002 and King et al., 2005; South Australian Government, Public Health Research Unit, 2006). Many of these earlier programs and health campaigns have focused on education and the promotion of health benefits. These health approaches have been successful in raising awareness about breastfeeding and providing factual information on the health benefits for the baby, including decreased risk of gastro-intestinal illnesses and reduced incidence of asthma. Many of these campaigns have not acknowledged the barriers women experience when breastfeeding, such as physical difficulties (e.g., nipple pain and attachment problems), embarrassment and lack of milk supply (DiGirolamo et al., 2005), which are almost always mother-related (mother-centred). Recent research indicates that women are already knowledgeable about the benefits of breastfeeding (Alikassifogglu et al., 2001 and Mitra et al., 2004). This is where social marketing provides an alternative approach to influencing and changing behaviour. Marketing adds choices, whereas education informs and persuades within an existing range of choices (Rothschild, 1999). Endeavouring to influence behaviour change by focussing solely on factual information, or promotional messages to individuals that are too narrow in their approach, underestimates the complex environments in which individuals live (Wymer, 2011). This is the case with breastfeeding. Women’s behaviour is influenced by multiple internal factors (e.g., a woman’s confidence in being able to breastfeed – self-efficacy – and attitudes to breastfeeding) (Papinczak and Turner, 2000) and external influences (e.g., social relationships, social norms and access to breastfeeding-friendly public spaces) that all impact capacity to breastfeed (Shaker et al., 2004). Many past promotional campaigns encouraging breastfeeding portray the behaviour as normal and easy (Horswill, 2009), however, this is far from reality for many women. The day-to-day challenges of breastfeeding for some outweigh the benefits and so the best intentions go astray, with women turning to formula feeding. Marketing insights, from a loyalty framework and exchange theory perspective, can be used to inform and guide a better understanding of the complexity of breastfeeding behaviour. We propose that a loyalty framework, which includes both attitudinal loyalty (i.e., intentions and commitment to breastfeed) and behavioural loyalty (i.e., the act of breastfeeding), can help explain sustainable behaviour. With the addition of exchange theory, a social marketing approach can thus be used to further investigate the balance of costs and benefits assumed by women when they engage in and extend their commitment to breastfeeding. The purpose of this current research is to investigate key mother-centred factors and the effect they have on sustained breastfeeding behaviour as a base for informing social marketing theory and future social marketing campaigns. To this purpose, the following research question will be addressed: What influence do the mother-centred factors of personal social support and self-efficacy have on breastfeeding duration in a social marketing context?

Decision makers in the public sector and non-profit organisations are increasingly turning to a social marketing approach to achieve socially desirable goals in health, wellbeing and sustainable enterprises (see Brennan and Binney, 2008 and Zainuddin et al., 2011). Recently, national and international health decision makers have embraced social marketing strategy to address the social challenges of breastfeeding (Department of Health and Ageing, 2009a and Department of Health and Ageing, 2009b). In this article we argue that a social marketing approach is needed because despite evidence supporting the health benefits to both baby and mother from longer breastfeeding duration (ABS, 2003, Booth and Parsons, 2001, Newcomb et al., 1994 and WHO, 2001), sustained breastfeeding rates in Australia remain low (ABS, 2006). In the past, a range of health interventions have been used by government departments and non-government organisations around the world to address the challenges of breastfeeding. Evidence from systematic reviews of breastfeeding interventions, however, indicate that the majority of programs have had limited success in increasing the duration of breastfeeding (see Fairbank et al., 2000, Fairbank et al., 2002 and King et al., 2005; South Australian Government, Public Health Research Unit, 2006). Many of these earlier programs and health campaigns have focused on education and the promotion of health benefits. These health approaches have been successful in raising awareness about breastfeeding and providing factual information on the health benefits for the baby, including decreased risk of gastro-intestinal illnesses and reduced incidence of asthma. Many of these campaigns have not acknowledged the barriers women experience when breastfeeding, such as physical difficulties (e.g., nipple pain and attachment problems), embarrassment and lack of milk supply (DiGirolamo et al., 2005), which are almost always mother-related (mother-centred). Recent research indicates that women are already knowledgeable about the benefits of breastfeeding (Alikassifogglu et al., 2001 and Mitra et al., 2004). This is where social marketing provides an alternative approach to influencing and changing behaviour. Marketing adds choices, whereas education informs and persuades within an existing range of choices (Rothschild, 1999). Endeavouring to influence behaviour change by focussing solely on factual information, or promotional messages to individuals that are too narrow in their approach, underestimates the complex environments in which individuals live (Wymer, 2011). This is the case with breastfeeding. Women’s behaviour is influenced by multiple internal factors (e.g., a woman’s confidence in being able to breastfeed – self-efficacy – and attitudes to breastfeeding) (Papinczak and Turner, 2000) and external influences (e.g., social relationships, social norms and access to breastfeeding-friendly public spaces) that all impact capacity to breastfeed (Shaker et al., 2004). Many past promotional campaigns encouraging breastfeeding portray the behaviour as normal and easy (Horswill, 2009), however, this is far from reality for many women. The day-to-day challenges of breastfeeding for some outweigh the benefits and so the best intentions go astray, with women turning to formula feeding. Marketing insights, from a loyalty framework and exchange theory perspective, can be used to inform and guide a better understanding of the complexity of breastfeeding behaviour. We propose that a loyalty framework, which includes both attitudinal loyalty (i.e., intentions and commitment to breastfeed) and behavioural loyalty (i.e., the act of breastfeeding), can help explain sustainable behaviour. With the addition of exchange theory, a social marketing approach can thus be used to further investigate the balance of costs and benefits assumed by women when they engage in and extend their commitment to breastfeeding. The purpose of this current research is to investigate key mother-centred factors and the effect they have on sustained breastfeeding behaviour as a base for informing social marketing theory and future social marketing campaigns. To this purpose, the following research question will be addressed: What influence do the mother-centred factors of personal social support and self-efficacy have on breastfeeding duration in a social marketing context?