Emotions, Social Support and Self-Efficacy as Drivers of Breastfeeding Loyalty

Despite evidence of the health benefits of breastfeeding to both mother and infant, and significant health promotion, breastfeeding rates (duration) have failed to increase. Three important drivers of breastfeeding duration have been identified in the health literature as self-efficacy; the level of confidence or empowerment felt by a woman; the emotional reactions to breastfeeding; and the level of social support. However there has been little research that has examined these drivers in relation to breastfeeding, nor have they been examined together in their influence on loyalty (i.e. continuing to breastfeed).

The literature review reveals that it is timely to investigate a new approach to the problem of breastfeeding duration, by using loyalty and social support theories in a social marketing context. Using an extended Model of Goal-Directed Behaviour (MGB), this Honors thesis quantitatively investigated the role of emotions, cognitive drivers, social support and self-efficacy on breastfeeding loyalty.

This research contributes to current academic literature by providing additional insight into the complex research area of social marketing and breastfeeding. This was achieved through extending current loyalty literature by identifying the key determinants of loyalty in the context of breastfeeding in social marketing.

Guiding Theory:

• Model of Goal-Directed Behaviour (MGB)