Using the Theory of Planned Behaviour in Social Marketing Intervention Programmes on HIV/AIDS

Abstract

Purpose of research- This research contributes to social marketing literature by testing the constructs of the TPB model in social marketing interventions on HIV/AIDS in Ghana. Design- A convenience stratified sampling method was employed and a questionnaire was administered face to face to 481 respondents from the Manya Krobo and Fanteakwa Districts in the Eastern Region of Ghana. The data was analysed using descriptive statistics, t-test, ANOVA and correlation analysis. Findings- The results show that majority of respondents have neither subjected themselves to HIV/AIDS tests (51.8%) nor abstained from sex (91.6%). The study's implications are that all the TPB constructs in the literature are applicable to the Ghanaian situation except the relationship between perceived behavioural control, subjective norm, and individual age group. Originality- Although social marketing experts have indicated a need to apply theories of behaviour change to optimize campaign effectiveness, it is surprising that so little empirical research has been conducted on the topic, especially on the application of the Theory of Planned Behaviour (TPB) to HIV/AIDS intervention programmes in Ghana. To fill this gap, this research seeks to test the constructs of the TPB model in social marketing interventions on HIV/AIDS in Ghana. Therefore, the objectives are (a) to ascertain the impact of the social marketing interventions on HIV/AIDS related behaviours in Ghana and (b), to determine the perceived norm, self efficacy and attitude of Ghanaians toward HIV/AIDS intervention programmes. Limitations- This study is limited to only two districts in Ghana, which could affect the generalisation of the findings to the entire Ghanaian population.