GÜNEŞTEN KORUNMA İLE İLGİLİ SOSYAL PAZARLAMA KAMPANYALARI İÇİN DAVRANIŞSAL BULGULAR

Year 2016, Volume: 25 Issue: 1, 183 - 204, 30.04.2016

Burak Nakıboğlu

Abstract

Son yıllarda dünya genelinde olduğu gibi ülkemizde de cilt kanseri vakalarında sürekli bir artış olmaktadır. Güneş ışınlarına fazla maruz kalmak, bronzlaşmak, solaryum kullanımı ve güneşten korunma davranışlarının sergilenmemesi cilt kanserlerinin temel nedeni olarak görülmektedir. Oysa, davranışlarda yapılacak basit değişiklikler insanları güneşin ve UV ışınlarının zararları etkilerinden koruyabilecektir. Sosyal pazarlama ve sağlık iletişimi cilt kanserlerinin birincil korumasında kullanılabilecek araçlar olarak kabul edilmektedir. Bu çalışmanın amacı genç yetişkinlerin güneşten korunma ve bronzlaşma davranışlarının anlaşılması ve bu sayede konu ile ilgili sosyal pazarlama kampanyalarına yönelik fikirler üretebilmektir. Araştırmada kullanılan model ve hipotezler planlı davranış teorisi ışığında test edilmiştir. Elde edilen sonuçlara göre güneşten korunmaya yönelik niyet güneşten korunmaya yönelik tutum, öznel normlar ve davranış üzerindeki kontrol değişkenleri tarafından anlamlı bir biçimde açıklanabilmektedir. Sağlığı koruma güdüsü ve güneşten korunmaya yönelik tutum arasında anlamlı ve olumlu yönde bir ilişki bulunmuştur. Sonuçlar dış görünüşü iyileştirme güdüsü ile bronzlaşma davranışı arasında anlamlı ve olumlu yönde bir ilişki olduğunu bronzlaşma güdüsüyle de güneşten korunma niyeti arasında öne sürüldüğü üzere negatif yönlü bir ilişki olduğunu göstermektedir.

Keywords

Sosyal pazarlama, cilt kanseri, güneşten korunma, bronzlaşma

References

• Ajzen, I. (1985.) From Intentions to Actions: A Theory of Planned Behavior. Action-Control: From Cognition to Behavior: 11-39 (Ed. Kuhl, J., Beckman, J.), Heidelberg: Springer.
• Ajzen, I. (2002) Constructing a TpB Questionnaire: Conceptual and Methodological Considerations https://people.umass.edu/aizen/pdf/tpb. measurement.pdf EriĢim Tarihi 20.10.2014
• Anderson J.C., Gerbing, D.W. (1988) Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103: 411–423.
• Andreasen, A.R. (1994) Social Marketing: Its Definition and Domain, Journal of Public Policy & Marketing, 13(1): 108-114.
• Andreasen, A.R. (2002) Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21(1): 3-13.
• Andreason, A.R., Kotler, P. (2003) Strategic Marketing for Nonprofit Organizations (6th Ed). Upper Saddle River, NJ, Prentice Hall.
• Andrew, R., Tiggemann, M., Clark, L. (2016) Positive Body Image and Young women’s Health: Implications for Sun Protection, Cancer Screening, Weight Loss and Alcohol Consumption Behaviours Journal Of Health Psychology, 21(1): 28-39.
• Bernhardt, J. M., Darren, M., Eroğlu, D., Lyon D.K. (2009) New Communication Channels: Changing the Nature of Customer Engagement, Social Marketing Quarterly, 15(1): 7-15.
• Bollen, K.A. (1989) Structural Equations with Latent Variables, John Wiley and Sons, Inc. USA.
• Borschmann, R.D., Cotrell, D. (2009) Developing the Readiness to Alter Sun-Protective Behaviour Questionnaire (RASP-B), Cancer Epidemiology, 33: 451-462.
• Boutwell, W.B. (1995) The Under Cover Skin Cancer Prevention Project: A Community Based Programme in Four Texas Cities, Cancer, 75: 657-660.
• Branström, R., Ulle, H., Brandberg, Y. (2004) Attitudes, Subjective Norms and Perception of Behavioural Control as Predictors of Sun-Related Behaviour in Swedish Adults, Preventive Medicine, 39: 992-999.
• Byrne, B.M. (1998) Structural Equation Modeling With Lisrel, Prelis and Simplis, Lawrance Erlbaum Associates, Inc. USA.
• Cafri, G. (2008) Investigating the Role of Appearance-Based Factors in Predicting Sunbathing and Tanning Salon Use, Yayınlanmamış Yüksek Lisans Tezi, University of South Florida, http://scholarcommons.usf.edu/cgi/ viewcontent.cgi?article=1155&context=etd
• Calder, N., Aitken, R. (2008) An Exploratory Study of The Influences That Compromise the Sun Protection of Young Adults, International Journal of Consumer Studies, 32: 579-587.
• Chou, C.P., Bentler, P.M. (1995) Estimates and Tests in Structural Equation Modeling, Structural Equation Modeling, Concepts, Issues and Applications (Ed: Hoyle, R.H.). Sage Publications. USA.
• Çınar, N., Filiz, M.D., Pinar, T., Topsever, M.D., Tuncay, M., Ucar, F. (2006) Tanning Youth: Knowledge, Behaviors and Attitudes Toward Sun Protection of High School Students in Sakarya, Turkey, Journal of Adolescent Health, 38(4): 469-471.
• Cismaru, M., Lavack, A.M., Hadjistavropoulos, H., Dorsch, K.D. (2008) Understanding Health Behavior: An Integrated Model for Social Marketers. Social Marketing Quarterly, 14(2): 2-32.
• Craciun, C., Schüz, N., Lippke, S. (2010) Risk Perception Moderates How Intentions Are Translated Into Sunscreen Use, Journal of Behavioral Medicine, 33: 392-398.
• Dann, S. (2010) Redefining Social Marketing with Contemporary Commercial Marketing Definitions, Journal of Business Research, 63: 147-153.
• Day, A.K., Wilson, C.J., Hutchinson, A.D., Roberts, R.M. (2016) Australian Young Adults’ Tanning Behaviour: the Role of Ideal Skin Tone and Sociocultural Norms, Australian Journal of Psychology, February
• De Gruchy, J., Coppel, D. (2008) “Listening to Reason”: A Social Marketing Stop-Smoking Campaign in Nottingham, Social Marketing Quarterly, 14(1): 5-17.
• Eagle, L. (2011) Segmentation Strategies for Strengthening Sun Protection Behaviours within the UK, 4th World Social Marketing Conference Dublin. http://2013.wsmconference.co.uk/2011/downloads/12S7S11%20Lynne%20Eagle.pdf
• Eagle, L., Kemp, G., Jones, S., Hawkins, J., Bulmer, S., Verne, J. (2011). Sun Protection: North and South – A Comparison of Attitudes and Behaviours of Young Adults in the United Kingdom and New Zealand, South West Public Health Scientific Conference, February.
• Gelb, B.D., Eriksen, M.P. (1991) Market Research May Help Prevent Cancer, Marketing Research, September, 3(3): 40-47.
• Geldhof, G.J., Selig, J.P., Mcconnell, E.K. (2008) Special Issues in Lisrel: Important Issues in SEM Including Non-Normal Data, Bootstrapping, Multiple Imputation, The Rp Command and the Use Of Custom Parameters.
• http://www.Quant.Ku.Edu, Guide No. Kuant 006.1, EriĢim Tarihi: 29.02.2008.
• Golob, T.F. (2001) Structural Equation Modeling for Travel Behavior Research. Institute of Transportation Studies, Center for Activity System Analysis, Paper, November 11. http://www.Repositories.Cdlib.Org/Itsirvine/Casa/Uci-ItsAsWp01-2 EriĢim Tarihi: 11.07.2007.
• Habertürk (2013) Cilt Kanseri Son 30 Yılda 2 Kat Arttı http://www.haberturk.com/saglik/haber/898472-cilt-kanseri-son-30-yilda-2-kat-artti 28.11.2013 EriĢim Tarihi: 10.08.2015
• Hair, J. F., Black, B., Babin, B., Anderson, R.E., Tatham, R.L. (2006). Multivariate Data Analysis, Prentice Hall., USA. Hair, J.F.; Anderson, R.E.; Tatham, R.L.; Black, W.C. (1998). Multivariate Data Analysis, International Fifth Edition, Prentice-Hall International, Inc., USA.
• Hastings, G.; Saren, M. (2003) The Critical Contribution Of Social Marketing. Theory and Application. Marketing Theory, 3(3): 305-322.
• Heckman, C.J., Eglestone, B.L., Wilson, D.B., Ingersoll, K. (2008) A Preliminary Investigation of the Predictors of Tanning Dependence, American Journal of Health Behavior, 32(5): 451-464.
• http://www.mgm.gov.tr/veridegerlendirme/il-ve-ilceler-istatistik.aspx?m= adana
• http://www.who.int/uv/publications/en/GlobalUVI.pdf
• Hu, L.; Bentler, P. (1995) Evaluating Model Fit. Structural Equation Modeling, Concepts, Issues and Applications (Ed: Hoyle, R.H.). Sage Publications. USA.
• Hürriyet (2002) Dikkat, Akdeniz güneşi cilt kanserinin sebebi, http://webarsiv.hurriyet.com.tr/2002/05/25/130642.asp, Erişim Tarihi: 10.08.2015 Ingledew, D.K., Ferguson, E., Markland, E. (2010) Motives and Sun-related Behaviour Journal of Health Psychology, 15(1): 8-20.
• Jackson, K.M., Aiken, L.S. (2000) A Psychosocial Model of Sun Protection and Sunbathing in Young Women: The Impact of Health Beliefs, Attitudes, Norms and Self-Efficacy for Sun Protection, Health Psychology, 19(5): 469-478.
• Johnson, K.M., Jones, S.C, Iverson, D. (2009) Guidelines For The Development of Social Marketing Programmes for Sun Protection Among Adolescents and Young Adults, Public Health, 123:e6–e10.
• Kanser Daire Başkanlığı (2014) Türkiye’nin Cilt Kanseri Yol Haritası Çizildi, http://kanser.gov.tr/bilgi-dokumanlar/basin-biz/1191-t%C3%BCrkiye-nin-cilt-kanseri-haritası-çizildi.html 18.08.2014 EriĢim Tarihi: 12.08.2015.
• Kasparian, N.A., McLoone, J.K., Meiser, B. (2009) Skin Cancer-Related Prevention and Screening Behaviors: A Review of the Literature, Journal of Behavioral Medicine, 32: 406-428.
• Kemp, G, Eagle, L. (2009) The Bronze Debate: Looking Gold Versus Getting Old, Journal of Research for Consumers, 16
• Kenny, P. (2011) Understanding Social Norms: Applications for Social Marketers, 4th World Social Marketing Conference Dublin http://2013.wsmconference.co.uk/2011/downloads/11S3S2%20Pat%20Kenny.pdf
• Koch, S., Pettigrew, S., Minto, C., Slevin, T., Strickland, M., Lin, C., Jalle, G. (2016) Trends in Sun-Protection Behaviour in Australian Adults 2007–2012, Australasian Journal of Dermatology, January
• Kotler, P., Roberto, N., Lee, N. (2002) Social Marketing: The Quality of Life. Sage Pub., USA.
• Kreps, G.L., Leslie, S. (2009) Editors' Introduction: New Directions in Health Communication, Marketing and Media, Social Marketing Quarterly, 15(1): 1-6.
• Lages, C., Lages, C.R., Lages, L.F. (2005). The RELQUAL scale: a measure of relationship quality in export market ventures, Journal of Business Research, 58(8): 1040-1048.
• Lefebvre, C. (2011) The Communication – Marketing Gap in Public Health, 4th World Social Marketing Conference Dublin http://2013.wsmconference.co.uk/2011/downloads/12S7S6%20Dr%20Craig%20Lefebvre.pdf
• Livingston, P., M., White, V., Hayman, J., Dobbinson, S. (2007) Australian Adolescents' Sun Protection Behavior: Who are We Kidding? Preventive Medicine, 44: 508-512.
• Luszczynska, A., Sutton, S. (2005). Attitudes and expectations. The ABC of Behaviour Change. A Guide to Successful Disease Prevention and Health Promotion, (Ed. Weitkunat J.K.R., Moretti, M.J., 71-84), Edinburgh, UK: Elsevier.
• Mahler H.I.M., Kulik, J.A., Butler, H.A., Gerrard, M., Gibbons, F.X. (2008) Social Norms Information Enhances The Efficacy of An Appearance-Based Sun Protection Intervention, Social Science & Medicine, 67: 321-329.
• Manne, S.L., Coups, E.J., Jacobsen, P.B., Ming, M., Heckman, C.J., Lessin, S. (2011) Sun Protection and Sunbathing Practices Among at-Risk Family Members of Patients with Melanoma, BMC Public Health, 11:122.
• Manne, S.L., Fasanella, N., Connors, J., Floyd, B., Wang, H., Lessin, S. (2004) Sun Protection and Skin Surveillance Practices Among Relatives of Patients with Malignant Melanoma: Prevalence and Predictors, Preventive Medicine, 39: 36-47.
• McClendon, Brian, T., Prentice-Dunn, S., Blake R., McMath B. (2002) The Role of Appearance Concern in Responses to Ġntervention to Reduce Skin Cancer Risk, Health Education, 102(2): 76-83.
• McKenzie-Mohr, D (2000) Promoting Sustainable Behavior: An Introduction to Community-Based Social Marketing, Journal of Social Issues, 56 (3): 543-554.
• McLeod, G., Insch, A., Henry, J. (2011) Reducing Barriers to Sun Protection – Application of a Holistic Model for Social Marketing, Australasian Marketing Journal, 19: 212-222.
• McWhirter J., Hoffman-Goetz L. (2016) Application of The Health Belief Model to U.S. Magazine Text and Image Coverage of Skin Cancer and Recreational Tanning (2000–2012), Journal of Health Communication, 3: 1-15.
• Monfrecola G., Fabbrocini, G., Posteraro G., Pini, D. (2000) What Do Young People Think About the Dangers of Sunbathing, Skin Cancer and Sunbeds? A Questionnaire Survey Among Italians, Photodermatology, Photoimmunology, Photomedicine, 16: 15-18.
• Montague, M., Borland, R., Sinclair, C. (2001) Campaigning Slip! Slop! Slap! and SunSmart, 1980-2000: Skin Cancer Control and 20 Years of Population-Based Campaigning, Journal of Health Education and Behavior, 28: 290-305.
• Myers, L.B., Horswill, M.S. (2006) Social Cognitive Predictors of Sun Protection Intention and Behavior, Journal of Behavioral Medicine, 32(2): 57-63.
• Orbell S., Kyriakaki M. (2008) Temporal Framing And Persuasion to Adopt Preventive Health Behavior: Moderating Effects of Ġndividual Differences in Consideration of Future Consequences on Sunscreen Use, Health Psychology, 27: 770-779.
• Prentice-Dunn, S., McMath, B.F., Cramer, R.J. (2009) Protection Motivation Theory and Stages of Change in Sun Protective Behavior, Journal of Health Psychology, 14(2): 297-305.
• Serrat, O. (2010) The Future of Social Marketing, Knowledge Solutions, Asian Development Bank, January (73): 1-10.
• Sharma, S., Mukherjeeb, S., Kumar, A., Dillond, W.R. (2005) A Simulation Study to Investigate the Use Of Cutoff Values for Assessing Model Fit in Covariance Structure Models, Journal Of Business Research, 58: 935-943.
• Stead, M., Hastings, G., McDermott, L. (2007) The Meaning, Effectiveness and Future of Social Marketing, Obesity Reviews, 8(1): 189-193.
• TKSV, Türkiye Kanserle Savaş Vakfı (2015) Cilt Kanseri (Melanom Olmayan) http://www.kanservakfi.com/cilt-kanseri-melanom-olmayan--121.html Erişim Tarihi: 06.09.2015
• West, S.G., Finch, J.F., Curan, P J. (1995). Structural Equation Models with Nonnormal Variables: Problems and Remedies, Structural Equation Modeling, Concepts, Issues and Applications (Ed: Hoyle, R.H.). Sage Publications. USA.
• Williams, M., Jones, S.C., Caputi, P., Iverson, D. (2012) Australian Adolescents’ Compliance With Sun Protection Behaviours During Summer: The Importance of The School Context, Health Promotion International, 27(1): 15-22.
• Xu, X. (2009) Health Motivation in Health Behavior: Its Theory and Application, YayınlanmamıĢ Doktora Tezi, University of Nevada, Las Vegas http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1044&context=thesesdissertations EriĢim Tarihi: 08.10.2014
• Yoo, J.J., Kim, H.Y. (2012) Adolescents’ Body-Tanning Behaviours: Influences of Gender, Body Mass Index, Sociocultural Attitudes Towards Appearance and Body Satisfaction, International Journal of Consumer Studies, 36: 360-366.
• Zwemer, E.K., Mahler, H.I.M., Werchniak, A.E., Recklitis, C.J. (2012) Sun Exposure in Young Adult Cancer Survivors on and Off the Beach: Results From Project REACH, Journal of Cancer Survivorship, 6(1): 63-71.