The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana

In Ghana, data on HIV prevalence in the ten regions indicates that, the country has failed to realise a consistent decline of HIV new infections. This has resulted in Government spending huge sums of money on HIV/AIDS-related activities instead of the other productive sectors of the economy. Therefo...

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Main Author: Tweneboah-Koduah, Ernest Yaw
Format: Thesis
Language:English
Published: 2013
Subjects:
Online Access:https://repository.londonmet.ac.uk/7379/1/590113.pdf
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author Tweneboah-Koduah, Ernest Yaw
author_facet Tweneboah-Koduah, Ernest Yaw
author_sort Tweneboah-Koduah, Ernest Yaw
collection LMU
description In Ghana, data on HIV prevalence in the ten regions indicates that, the country has failed to realise a consistent decline of HIV new infections. This has resulted in Government spending huge sums of money on HIV/AIDS-related activities instead of the other productive sectors of the economy. Therefore, the aim of this research sought to understand how theories of behaviour change could be employed to design effective social marketing intervention programmes for HIV/AIDS preventions in Ghana. The study employs both qualitative and quantitative research approaches and a stratified sampling method to achieve the aims and objectives of the study. A total of 487 respondents provided information for both qualitative and quantitative studies. The results reveal among others that implementers of social marketing intervention programmes on HIV/AIDS in Ghana do not utilise behavioural change theories/models in planning their interventions and the main challenges facing implementers include inadequate financing, health system barriers, procurement delays and lack of human resources. The research further found that majority of Ghanaians have seen or heard social marketing interventions on HIV/AIDS, know what they can do to prevent HIV/AIDS new infection, and have seen or heard interventions on HIV/AIDS for a long period of time. However, social marketing intervention programmes designed to change HIV/AIDS related behaviours of Ghanaians have, generally, been ineffective. Therefore, the study recommends that, implementers of social marketing intervention programmes on HIV/AIDS in Ghana should ascertain why most Ghanaians have not adopted HIV/AIDS protective behaviours. This can be done by utilising research findings and application of an integrative behaviour model to design intervention programmes on HIV/AIDS to convert increased awareness and attitude change into behaviour change. The implications are presented in the conclusion.
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spelling oai:repository.londonmet.ac.uk:73792022-04-05T11:18:20Z http://repository.londonmet.ac.uk/7379/ The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana Tweneboah-Koduah, Ernest Yaw 650 Management & auxiliary services In Ghana, data on HIV prevalence in the ten regions indicates that, the country has failed to realise a consistent decline of HIV new infections. This has resulted in Government spending huge sums of money on HIV/AIDS-related activities instead of the other productive sectors of the economy. Therefore, the aim of this research sought to understand how theories of behaviour change could be employed to design effective social marketing intervention programmes for HIV/AIDS preventions in Ghana. The study employs both qualitative and quantitative research approaches and a stratified sampling method to achieve the aims and objectives of the study. A total of 487 respondents provided information for both qualitative and quantitative studies. The results reveal among others that implementers of social marketing intervention programmes on HIV/AIDS in Ghana do not utilise behavioural change theories/models in planning their interventions and the main challenges facing implementers include inadequate financing, health system barriers, procurement delays and lack of human resources. The research further found that majority of Ghanaians have seen or heard social marketing interventions on HIV/AIDS, know what they can do to prevent HIV/AIDS new infection, and have seen or heard interventions on HIV/AIDS for a long period of time. However, social marketing intervention programmes designed to change HIV/AIDS related behaviours of Ghanaians have, generally, been ineffective. Therefore, the study recommends that, implementers of social marketing intervention programmes on HIV/AIDS in Ghana should ascertain why most Ghanaians have not adopted HIV/AIDS protective behaviours. This can be done by utilising research findings and application of an integrative behaviour model to design intervention programmes on HIV/AIDS to convert increased awareness and attitude change into behaviour change. The implications are presented in the conclusion. 2013 Thesis NonPeerReviewed text en https://repository.londonmet.ac.uk/7379/1/590113.pdf Tweneboah-Koduah, Ernest Yaw (2013) The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana. Doctoral thesis, London Metropolitan University.
spellingShingle 650 Management & auxiliary services
Tweneboah-Koduah, Ernest Yaw
The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title_full The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title_fullStr The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title_full_unstemmed The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title_short The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana
title_sort role of behavioural change theory in social marketing interventions on hiv aids in ghana
topic 650 Management & auxiliary services
url https://repository.londonmet.ac.uk/7379/1/590113.pdf
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