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). DESIGN: 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)). SETTING: Urban and rural areas in Guizhou province, China. PARTICIPANTS: Women 19 to 70 years old (n = 193 in rural areas and n = 179 in urban areas). INTERVENTION: 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. MAIN OUTCOME MEASURES: Knowledge of FeSS; benefits, barriers, and intention to purchase; availability of FeSS; behaviors regarding purchase and use of FeSS. ANALYSIS: 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. CONCLUSION AND IMPLICATION: 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.