An in‐depth study of the intriguing relationship between “intentions” and “behaviours” with regards to HIV/AIDS social marketing interventions

Abstract

This study investigated the correlational and causal relationships between intentions towards abstinence, being faithful to one partner and the correct and consistent use of condoms during sexual intercourse, and their related behaviours in the context of the struggle against the spreading of HIV/AIDS. The ultimate aim pursued was to determine whether or not there are discrepancies between intentions and their related behaviours that distort behavioural theories, such as the theory of planned behaviour, in order to inform social marketers in their designing of interventions promoting safe‐sex behaviours. Data collected from a cross‐sectional survey conducted in South Africa's Gauteng Province helped in analysing the “intentions‐behaviours” correlational relationships through Pearson product–moment correlation. Structural equation modelling enabled this study to infer “intentions‐behaviours” causality as the sole way to do so in the absence of longitudinal data. Both intentions towards abstinence and faithfulness correlated negatively with their respective behaviours, while the condom use in “intention‐behaviour” relationships showed a positive correlation. Furthermore, results indicated significant causal relationships between intentions and their related behaviours, establishing the existence of “intention‐behaviour” discrepancy for faithfulness that contrasts with behavioural theories. In addition, significant paths between intentions and their irrespective behaviours as observed were determined purely as statistical artefacts. This study, in addition to considering the perspective of “intention‐behaviour” discrepancy, provides practical and strategic recommendations in considering the dynamic nature of life in the abstinence and faithfulness approach while addressing HIV/AIDS.