Social marketing: Using the health belief model to understand breast cancer protective behaviours among women

The objective of the study was to apply the health belief model (HBM) to understand breast cancer protective behaviours recommended by implementers of social marketing intervention programmes among women in Ghana. A cross-sectional survey using a 5-point Likert scale questionnaire was used to collect data from 363 women. The data were analysed using descriptive statistics, factor analysis, multiple regression, and analysis of variance. The result shows that HBM was significant in explaining 68.9% of the variance in the breast cancer protective behaviours. The study found all the constructs of HBM (perceived susceptibility, perceived benefits, perceived barriers, self-efficacy, and cues to action) with the exception of severity to have statistically significant relationship with the performance of breast cancer protective behaviours. Significant differences were found within respondents' age group and educational levels and the constructs of HBM regarding breast cancer protective behaviours.