Social marketing improved the consumption of iron-fortified soy sauce among women in China.
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).


METHODS
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)).


METHODS
Urban and rural areas in Guizhou province, China.


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


METHODS
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.


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


METHODS
Analysis of covariance, paired T test and cross-tabulations were used. The alpha 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.


CONCLUSIONS
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.
Sun
Xinying
X
School of Public Health, Peking University Health Science Center, Beijing, PR China. xysun@bjmu.edu.cn
Guo
Yan
Y
Wang
Sisun
S
Sun
Jing
J
D000328:Adult; D000368:Aged; D000704:Analysis of Variance; D018798:Anemia, Iron-Deficiency / Q000517:prevention & control; D002681:China; D005240:Feasibility Studies; D005260:Female; D005527:Food, Fortified / Q000706:statistics & numerical data*; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods; D006801:Humans; D019266:Iron, Dietary / Q000008:administration & dosage*; D008402:Mass Media; D008875:Middle Aged; D012424:Rural Population / Q000706:statistics & numerical data; D040241:Social Marketing; D045730:Soy Foods / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D014505:Urban Population / Q000706:statistics & numerical data
D019266:Iron, Dietary