Theory of reasoned action and antismoking social marketing

Abstract

There is a range of behavior change models used in social marketing. The past studies suggest that
theories can serve as valuable frameworks for the design and evaluation of health interventions. This
article aims to provide a revision of theoretical models used in social marketing and health promotion,
specifically Theory of Reasoned Action, and test this theory on health risk behavior change. Smoking
behavior among youth was selected as a specific context for this study due to importance of the health
of youth for the economic and social development of Kazakhstan and opportunity to prevent or reduce
smoking behaviors and subsequently mitigate negative consequences of smoking among youth. A deductive
approach was undertaken and quantitative survey method was applied. The total sample after
cleaning for incomplete data consisted of 2307 respondents. The study found that the Theory of Reasoned
Action successfully predicted cigarette smoking behavior among youth. The TRA could provide
solid explanations of intention to uptake cigarette use. The results indicated that attitude toward cigarette
smoking and subjective norm directly influenced intention to use cigarettes. These findings might
usefully be integrated in an intervention program aimed at reducing or preventing smoking initiation,
especially among youth. Social marketing health intervention programs are recommended to be directed
at the attitude and subjective norms by targeting underlying beliefs.