Salem Mohammed et Ertz Myriam. (2023). “Better start”: promoting breastfeeding through demarketing. BMC Public Health, 23, (1),
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URL officielle: http://dx.doi.org/doi:10.1186/s12889-023-16561-3
Résumé
This paper explores how demarketing strategies impact women’s breastfeeding attitudes, intentions, and behaviors under the moderation of time pressure and breastfeeding knowledge.
Methods A cross-sectional questionnaire-based survey among 369 respondents is used to test the proposed hypotheses. The study's population includes all breastfeeding women in Palestine. Snowball and convenience sampling were used to choose study participants through personal connections and social media. Every respondent was encouraged to share the survey with their social media contacts.
Results The data results confirm the positive effects of promotion, place, price, and product demarketing, respectively, on women’s attitudes, intentions, and behavior toward breastfeeding. These effects were reinforced by reduction in time pressure and breastfeeding knowledge. Furthermore, demarketing effects are stronger for younger, more educated, unemployed, and lower-income women.
Conclusion The study is a primer on promoting breastfeeding instead of formula by means of demarketing strategies.
Type de document: | Article publié dans une revue avec comité d'évaluation |
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ISSN: | 1471-2458 |
Volume: | 23 |
Numéro: | 1 |
Version évaluée par les pairs: | Oui |
Date: | 31 Août 2023 |
Identifiant unique: | 10.1186/s12889-023-16561-3 |
Sujets: | Sciences sociales et humaines > Sciences de la gestion > Marketing Sciences sociales et humaines > Sciences sociales > Sociologie Sciences de la santé > Sciences médicales > Pédiatrie |
Département, module, service et unité de recherche: | Départements et modules > Département des sciences économiques et administratives |
Mots-clés: | demarketing strategies, breastfeeding, attitude, deconsumption, Palestine |
Déposé le: | 16 oct. 2023 15:02 |
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Dernière modification: | 16 oct. 2023 15:02 |
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