Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana

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<0.05) and self-efficacy (β= 0.104, P=0.02<0.05) were found to have a strong relationship with behaviour and significant predictors of behaviour change towards cholera prevention. The result also showed that, on average (Mean = 2.5338, SD = 0.38691) individuals with no formal education disagree that they have change their behaviour. Social marketers should design interventions to target individuals with no formal education by educating them to change their behaviour. In addition, social marketers should incorporate interventions aimed at enhancing individual’s self-efficacy. They should also raise awareness on perceived susceptibility, perceived severity, perceived benefits and cues of action. These will motivate individuals to engage in a healthier life style and change behaviour towards cholera prevention. The study was limited to Greater Accra; specifically, Chorkor and Abgogloshie. This may not allow the researcher to generalise the findings to the Ghanaian population. Future research could select other geographical setting in the country.