Understanding Public Health Promotion of Vaccination to Rural Communities: Integrating Human Values, Religiosity, Ubuntu and Trust in National Radio Advertisements

Public health promotion in rural communities is anchored on culture. This study examined the relations between culture constructs of conservation and self-transcendence values, religiosity and Ubuntu and consumer trust in national radio advertisements broadcasting public health messages. Data was collected from 399 rural consumers in Zimbabwe, who completed questionnaires. Analysis was done using structural equation modeling on AMOS. Structural relations were noted to be significant between religiosity and Ubuntu to trust in advertisement; reliability, usefulness and affect. Conservation values were significantly related to trust in advertisement-reliability as well as self-transcendence to trust in advertisement-usefulness. However, conservation values had no significant link to trust in advertisement-usefulness and affect. The same insignificant relations were noted on self-transcendence values to trust in advertisement-reliability and affect. All trust in advertisement sub constructs were significantly related to behavioral intention to rely with the radio advertisement. Managerial implications and areas for future research were discussed.