Man who is a man: conditioning factors of male health care in the light of social marketing

Abstract

This article aims to analyze the intention of men to adhere to positive health practices from the perspective of social marketing. For this, a quantitative perspective was adopted to operationalize the methodological procedures. Therefore, 16 questions were adapted from 10-point agreement scales, giving rise to the following constructs addressed: tension, interpersonal relationships, masculinity, health status and social marketing campaigns. Data were collected in person and through Google Forms, with males as the target audience. In total, after the initial statistical procedures, 335 questionnaires were collected. The main results show that the explanatory variables of the model were 'Interpersonal Relationships', 'Masculinity' and 'State of Health', indicating that these factors are fundamental for social marketing programs to efficiently influence men's decisions regarding preventive practices of health.