Social Marketing Improved the Consumption of Iron-fortified Soy Sauce among Women in China

Abstract 

Objective

To test the feasibility and effectiveness of social marketing on the improvement of women’s knowledge, attitudes, and behaviors regarding iron-fortified soy sauce (FeSS).

Design

A community-based intervention was conducted among 4 groups, experimental rural (E_R), control rural (C_R), experimental urban (E_U), and control urban (C_U).

Setting

Urban and rural areas in Guizhou province, China.

Participants

Women 19 to 70 years old (n = 193 in rural areas and n = 179 in urban areas).

Intervention

A mass-media campaign to promote use of FeSS was conducted throughout Guizhou province. In the intervention areas, social marketing strategies using integrated 6 Ps (product, price, place, promotion, policy, and partnership) were implemented from December 2004 to February 2006.

Main Outcome Measures

Knowledge of FeSS; benefits, barriers, and intention to purchase; availability of FeSS; behaviors regarding purchase and use of FeSS.

Analysis

Analysis of covariance, paired T test and cross-tabulations were used. The α level was set at .05.

Results

Compared with the baseline, perceived benefits of FeSS, barriers (BARRI) and intention to buy (INTEN) significantly improved within both experimental groups (P < .01 or .001). The only improvement in control groups was for BARRI in C_R (P < .001). Availability of FeSS increased in all areas. Purchase and use of FeSS in rural and urban intervention groups increased by nearly 30% more than those in control groups.

Conclusion and Implication

Social marketing of FeSS is feasible and effective to improve knowledge, perception (perceived benefits and overcoming barriers), intention to purchase, and consumption of FeSS among women in Guizhou, China.

Key Words: iron deficiency, iron-fortified soy sauce, social marketing, Theory of Planned Behavior, Health Belief Model