Eliciação de crenças sobre a doação de leite humano: uma aplicação da teoria do comportamento planejado
DOI:
https://doi.org/10.7769/gesec.v14i3.1765Keywords:
Marketing Social, Doação de Leite Humano, Teoria do Comportamento PlanejadoAbstract
O objetivo desse trabalho foi identificar as crenças salientes mencionadas por potenciais doadoras quando pensam em realizar a doação de leite humano (DLH), baseado na teoria do comportamento planejado (TCP). Para isso, foram realizadas 30 entrevistas online, de forma síncrona, com uso de telefone e aplicativo de WhatsApp. A amostra foi por conveniência e as participantes foram puérperas aptas a doar. Os itens da entrevista foram baseados na TCP e a análise de conteúdo foi usada para analisar as transcrições das entrevistas. Os principais resultados sugerem que as participantes sabem que a DLH ajudará os bebês, que esses bebês não dispõem do leite da mãe, e que essa doação ajudará às mães que não dispõem de leite para amamentar; a família é o principal grupo de referência para essa doação; que produzir muito leite e dispor da coleta em domicílio facilitariam essa doação, e que ter pouco tempo para expressar o leite e dispor de frasco para armazená-lo dificultariam essa doação. As conclusões indicam que essas crenças podem subsidiar a elaboração de programas de marketing social, desde que não sejam usadas em estudos que tratem de comportamentos e população diferentes.
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