EFFECT OF PSYCHOSOCIAL FACTORS ON WOMEN’S BEHAVIOR TOWARDS INFANT & YOUNG CHILD FEEDING THE CASE OF HOMA BAY COUNTY, KENYA

1. EFFECT OF PSYCHOSOCIAL FACTORS ON WOMEN’S BEHAVIOR TOWARDS
INFANT & YOUNG CHILD FEEDING
THE CASE OF HOMA BAY COUNTY, KENYA
Janet Mwende, Carl Johan Lagerkvist, Julius Okello, Penina Muoki
& Willis Oluoch Kosura

2. Introduction
§ Vitamin A deficiency (VAD) is a major problem in
developing countries.
§ Children < 5yrs are most vulnerable to VAD
§ Inadequate dietary intake is the leading cause of VAD.
ü Their diets consist mainly staple cereals
ü Only 1/5th of kids < 6 months are exclusively breastfed
ü < 1/4 of kids 6-23 months receive MAD

3. Introduction contd…
§The poor feeding practices has led to efforts to
change women’s behavior towards infant and
young child feeding (IYCF) practices
§Several studies have examined the factors
influencing IYCF practices
§Some of these studies have specifically focused
on how to change behavior towards IYCF
§However, most of these studies normally focus on
socioeconomic factors
§Therefore, little is known about the role of
psychosocial factors on behavior change relating
to IYCF practices

4. Study goal (general)
•In this study, we use the data collected from 764
women to examine the role psychosocial factors
play in women’s behavior towards IYCF
•Behavior is proxied by the intention to undertake a
practice (i.e., IYCF).
•The literature suggests that behavior intention is the
most proximal predictor or actual behavior
•The study involved women targeted by SUSTAIN
project
•The project has been promoting activities aimed at
changing behavior of women relating to IYCF
practices

5. Research Questions & hypotheses
§RQ#1: What is the effect of psychosocial factors
on behavioral intention to perform exclusive
breastfeeding?
§RQ #2: What is the effect of psychosocial factors
on complementary feeding incorporating OFSP?
§The study tested 2 hypotheses:
•H1: Psychosocial factors have no effect on behavioral
intention to undertake exclusive breastfeeding
•H2: Psychosocial factors have no effect on behavioral
intention to undertake complementary feeding
incorporating OFSP

6. Theory >>> Augmented Model of Goal-Directed
Behavior

7. The experiment
§ This study was conducted as a field experiment
§Respondent were randomly recruited and
assigned to into two treatments
üTreatment 0 (Control): Received information about
baby foods made from OFSP and other local foods
üTreatment 1: In addition to information about OFSP-
based foods, they were shown actual samples of such
foods

8. 1. Mashed OFSP (125g)
2. Mix/mash: boiled OFSP root + eggs + pumpkin leaves +
boiled water into a fine/uniform mix/blend and then feed to the
child.
3. Mix/mash: boiled OFSP root +avocado +milk into a
fine/uniform mix/blend and then feed to child
4. Mix/mash: boiled OFSP root + beans (de-hulled) + pumpkin
leaves + boiled water into a fine/uniform mix/blend
The foods shown were

9. Sampling & data
§The study focused on Homa bay county where
SUSTAIN has implemented BCC activities since 2014.
§ Nine CUs were purposively selected
§In each CU, villages were randomly selected using
probability proportion to size (PPS) sampling
§Within each village, a list of women stratified status
of the woman was obtained, and a random sample
drawn from each stratum using PPS sampling

10. Sampling & Data continued
§ The stratification status were:
üPregnant women
üWomen with 0-5 month-old child
üWomen with 6-23 month-old child
üPotential mother (16-49 yrs, but not in above strata)
§Data was collected on: demographics, attitudes,
knowledge, behavioral aspects, norms (subjective &
and descriptive), self-efficacy, habits, motivational
factors, perceived behavior control as well as
participation in project and other BCC activities

11. Study area

12. Estimation models:
§ The models were estimated using Partial Least
Squares Path Modelling (PLS-PM) technique
§ PLS-PM is variance-based structural equation
modeling technique
§ Involves estimation of:
ü A measurement model (inner model) and,
ü structural model (outer model)

13. Empirical estimation models contd….

14. Measuring perceived behavior control: An example
Response

15. • So what did we find?

16. Characteristics of respondents

17. Effect of psychosocial factors on exclusive
breastfeeding

18. Effect of psychosocial factors on complementary
feeding incorporating OFSP

19. Treatment effects on model estimates

20. Effect of psychosocial factors on complementary feeding
with OFSP: by women categories

21. Conclusion
§Exclusive breastfeeding and complementary feeding
incorporating OFSP are strongly affected by:
üSelf-efficacy
üSubjective norms
üGoal-setting pursuit
§ Findings therefore indicate the psychosocial factors
do influence IYCF practices

22. Implications
1. Wrt goal-setting: Promotion of changes in IYCF
practices should involve:
üEquipping women with various planning tools and/or
strategies, e.g., planning cards
üGoals broken into smaller tasks
2. Wrt Self-efficacy: Peer modelling should be
incorporated in efforts to promote improved IYCF >>
Mom-to-Mom clubs a good case, imparts skills
3. Wrt Subjective norms: Spouses and in-laws need to
be incorporated in BCC & promotion of benefits of:
üOFSP in complementary feeding, and
üExclusive breastfeeding

23. • Thank you!!!