Predicting Australian adults' sun-safe behaviour : examining the role of personal and social norms

White, Katherine M., Starfelt, Louise C., Young, Ross McD., Hawkes, Anna L., Leske, Stuart, & Hamilton, Kyra (2015) Predicting Australian adults' sun-safe behaviour : examining the role of personal and social norms. British Journal of Health Psychology, 20(2), pp. 396-412.

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Abstract

Objectives

  • To address the scarcity of comprehensive, theory-based research in the Australian context, this study, using a theory of planned behaviour (TPB) framework, investigated the role of personal and social norms to identify the key predictors of adult Australians' sun-safe intentions and behaviour.

Design

  • The study used a prospective design with two waves of data collection, 1 week apart.

Methods

  • Participants were 816 adults (48.2% men) aged between 18 and 88 years recruited from urban, regional, and rural areas of Australia. At baseline, participants completed a questionnaire assessing the standard TPB predictors (attitude, subjective norm, and perceived behavioural control [PBC]), past behaviour, behavioural intention, and additional measures of group norm for the referent groups of friends and family, image norm, personal norm, personal choice/responsibility, and Australian identity. Seventy-one per cent of the participants (n = 577) reported on their sun-safe behaviour in the subsequent week.

Results

  • Via path modelling, past behaviour, attitude, group norm (friends), personal norm, and personal choice/responsibility emerged as independent predictors of intentions which, in turn, predicted sun-safe behaviour prospectively. Past behaviour, but not PBC, had direct effects on sun-safe behaviour. The model explained 61.6% and 43.9% of the variance in intention and behaviour, respectively.

Conclusions

  • This study provides support for the use of a comprehensive theoretical decision-making model to explain Australian adults' sun-safe intentions and behaviours and identifies viable targets for health-promoting messages in this high-risk context.

Impact and interest:

3 citations in Scopus
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3 citations in Web of Science®

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ID Code: 79978
Item Type: Journal Article
Refereed: Yes
Additional Information: Louise Starfelt is the maiden name of Louise Starfelt Sutton
Keywords: sun safety, group norms, personal norms, image norms, theory of planned behaviour, skin cancer
DOI: 10.1111/bjhp.12108
ISSN: 1359-107X
Subjects: Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Health Clinical and Counselling Psychology (170106)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Social and Community Psychology (170113)
Divisions: Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Psychology & Counselling
Current > Schools > School of Public Health & Social Work
Funding:
Copyright Owner: Copyright 2014 The British Psychological Society
Copyright Statement: This is the accepted version of the following article: White, K. M., Starfelt, L. C., Young, R. McD., Hawkes, A. L., Leske, S. and Hamilton, K. (2014), Predicting Australian adults' sun-safe behaviour: Examining the role of personal and social norms. British Journal of Health Psychology, which has been published in final form at http://onlinelibrary.wiley.com/doi/10.1111/bjhp.12108/abstract
Deposited On: 14 Jan 2015 00:25
Last Modified: 05 Nov 2016 08:43

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