An in‐depth study of the intriguing relationship between “intentions” and “behaviours” with regards to HIV/AIDS social marketing interventions

• Published date: 01 May 2021
• Author: Lutete Christian Ayikwa,Johan W. De Jager,Dion Van Zyl
• Date: 01 May 2021
• DOI: http://doi.org/10.1002/pa.2199

ACADEMIC PAPER

An in-depth study of the intriguing relationship between

“intentions”and “behaviours”with regards to HIV/AIDS social

marketing interventions

Lutete Christian Ayikwa | Johan W. De Jager | Dion Van Zyl

Department of Marketing, Logistics and Sport

Management, Tshwane University of

Technology, Pretoria, South Africa

Correspondence

Lutete Christian Ayikwa, Department of

Marketing, Logistics and Sport Management,

Tshwane University of Technology,

Staatsartillerie Road, Pretoria West, Pretoria

0001, South Africa.

Email: chrisayikw@yahoo.fr

This study investigated the correlational and causal relationships between intentions

towards abstinence, being faithful to one partner and the correct and consistent use

of condoms during sexual intercourse, and their related behaviours in the context of

the struggle against the spreading of HIV/AIDS. The ultimate aim pursued was to

determine whether or not there are discrepancies between intentions and their

related behaviours that distort behavioural theories, such as the theory of planned

behaviour, in order to inform social marketers in their designing of interventions pro-

moting safe-sex behaviours. Data collected from a cross-sectional survey conducted

in South Africa's Gauteng Province helped in analysing the “intentions-behaviours”

correlational relationships through Pearson product–moment correlation. Structural

equation modelling enabled this study to infer “intentions-behaviours”causality as

the sole way to do so in the absence of longitudinal data. Both intentions towards

abstinence and faithfulness correlated negatively with their respective behaviours,

while the condom use in “intention-behaviour”relationships showed a positive corre-

lation. Furthermore, results indicated significant causal relationships between inten-

tions and their related behaviours, establishing the existence of “intention-behaviour”

discrepancy for faithfulness that contrasts with behavioural theories. In addition, sig-

nificant paths between intentions and their irrespective behaviours as observed were

determined purely as statistical artefacts. This study, in addition to considering the

perspective of “intention-behaviour”discrepancy, provides practical and strategic

recommendations in considering the dynamic nature of life in the abstinence and

faithfulness approach while addressing HIV/AIDS.

1|INTRODUCTION

The application of social marketing as an approach to the integration

of marketing, public health paradigm and health promotion in order to

implement effective behavioural change programmes is advocated by

an increasing number of researchers in the field of health behaviour

(Donovan, 2011). It started with a sociologist, Wiebe (1952), who put

forward the idea that the techniques, principles and strategies of com-

mercial marketing could be applied in pursuing the welfare of both

individuals and communities. Wiebe's idea prompted two marketing

experts, Kotler and Zaltman (1971), to propose a marketing discipline

devoted to social change known as “social marketing.”It is believed

that success in effecting behavioural change is ensured through tai-

lored programmes that take into account all influential patterns of

individuals' behaviours in relation to a specific phenomenon

(Andreasen, 1994). In that regard, the segmentation of the audience,

identification of the targeted groups and their characteristics, as well

as environmental factors explaining their current behaviour, are crucial

in designing communication strategies to enhance awareness and

knowledge that could lead in their adhesion to perform the marketed

Received: 20 August 2019 Accepted: 20 May 2020

DOI: 10.1002/pa.2199

J Public Affairs. 2021;21:e2199. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons, Ltd 1of10

https://doi.org/10.1002/pa.2199