Abstract

DOURADO MARTINS, Oliva; DO PACO, Arminda  and  GOUVEIA RODRIGUES, Ricardo. Influences of Behavioral Intention on Maternal Breast-Feeding: An Exploratory Study in the Realm of Social Marketing. Innovar [online]. 2012, vol.22, n.46, pp.99-110. ISSN 0121-5051.

Considering consumer behavior theories, this research aims to explore the main variables under social marketing, to develop an analytical model to describe and explain mothers' intentions in breastfeeding behavior. Because breastfeeding behavior has been referred to in some social marketing, we decided to use an exploratory qualitative research approach through 10 in-depth interviews supported by a roadmap for semi-open questions. The exploratory research study unit was the health professional involved in protection, promotion and support of breastfeeding in Portugal. Some current models in the literature for analyzing behavioral intentions use knowledge as an exogenous variable for influencing attitude. However, more recent studies concluded that knowledge is of little significance in the breastfeeding intention process. This research found that self-esteem, which was not yet present in current analytical behavioral intention models, was confirmed in the interviews as a possible variable for testing. The main limitations, in addition to being exploratory qualitative research based on a specific analytical model, are that the model has been developed specifically for the conduct in question and has not yet been tested. A new model is thus proposed for analyzing behavioral intention.

Keywords : social marketing; theory of Consumer Behaviour; models for analysis of Behavioural intention; Breastfeeding; attitudes; Beliefs.

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