GÜNEŞTEN KORUNMA İLE İLGİLİ SOSYAL PAZARLAMA KAMPANYALARI İÇİN DAVRANIŞSAL BULGULAR

Yıl 2016, Cilt: 25 Sayı: 1, 183 - 204, 30.04.2016

Burak Nakıboğlu

Öz

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.

Anahtar Kelimeler

Sosyal pazarlama, cilt kanseri, güneşten korunma, bronzlaşma

Kaynakça

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