Background: WHO/UNICEF recommend exclusive breastfeeding for the first six months to maximise health advantages, but this is provided for under 2% of UK babies. The subjective norm construct of the TPB highlights the importance of personal normative influences on breastfeeding decisions; yet wider cultural norms are also potentially influential. This study aims to understand women’s experiences of breastfeeding in public. Methods: 1389 breastfeeding mothers completed a web survey. Quantitative and qualitative (thematic) analyses were applied to the survey data. Findings: 22% of mothers with experience of breastfeeding in public were asked to stop (n=287) and only half reported it was a positive experience (n=614). Five themes were generated; Intimidation, social exclusion, lack of facilities, support and protection. Discussion: The impact of cultural norms is a powerful influence on breastfeeding duration. A broad multi-faceted approach which encompasses society and legal policy is therefore required to increase breastfeeding rates in the UK.
|Publication status||Published - 2008|
|Event||British Psychological Society Division of Health Psychology Annual Conference - Bath, United Kingdom|
Duration: 9 Sep 2008 → 12 Sep 2008
|Conference||British Psychological Society Division of Health Psychology Annual Conference|
|Period||9/09/08 → 12/09/08|
Bibliographical noteThe full text of this item is not available from the repository. Paper presented at the 2008 British Psychological Society Division of Health Psychology/ European Health Psychology Society
Annual Conference, held 9-12 September 2008, Bath, UK. Please note Stephanie Williams was using the surname Ashford at the time of presentation.
- health promotion
- cultural norms