THEORY OF REASONED ACTION AND ANTISMOKING SOCIAL MARKETING

There is a range of behavior change models used in social marketing. The past studies suggest that theories can serve as valuable frameworks for the design and evaluation of health interventions. This article aims to provide a revision of theoretical models used in social marketing and health promotion, specifically Theory of Reasoned Action, and test this theory on health risk behavior change. Smoking behavior among youth was selected as a specific context for this study due to importance of the health of youth for the economic and social development of Kazakhstan and opportunity to prevent or reduce smoking behaviors and subsequently mitigate negative consequences of smoking among youth. A deductive approach was undertaken and quantitative survey method was applied. The total sample after cleaning for incomplete data consisted of 2307 respondents. The study found that the Theory of Reasoned Action successfully predicted cigarette smoking behavior among youth. The TRA could provide solid explanations of intention to uptake cigarette use. The results indicated that attitude toward cigarette smoking and subjective norm directly influenced intention to use cigarettes. These findings might usefully be integrated in an intervention program aimed at reducing or preventing smoking initiation, especially among youth. Social marketing health intervention programs are recommended to be directed at the attitude and subjective norms by targeting underlying beliefs