Using the health belief model in social marketing for cholera prevention

The application of social marketing has achieved profound success in health-related areas, social vices and environmental concerns in both developed and developing country contexts. The purpose of this paper is to understand behavioural change in cholera prevention using the health belief model (HBM) in social marketing from a developing country context. The study collected data from 250 respondents in Accra. Reliability and validity analyses were conducted on the data, followed by exploratory factor analysis (EFA) in SPSS, followed by confirmatory factor analysis (CFA) in AMOS version 22. Following the preliminary analyses, the data was subjected to multiple regression analysis to test the hypothesised relationships proposed in the model. The study found that, among the constructs of the HBM, perceived susceptibility, perceived barriers, cues to action and self-efficacy are statistically significant in explaining people's behaviour towards cholera prevention. This study has contributed significantly to social marketing literature by applying the HBM in social marketing on cholera prevention in the Ghanaian context.