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Does antibiotic awareness campaigns exposure decrease intention to demand antibiotic treatment? Testing a structural

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Antibiotic awareness campaigns alone do not change parental demand for antibiotics. Parental anxiety and risk perception of antimicrobial resistance (AMR), alongside a sense of social responsibility, significantly influence this behavior.

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Area of Science:

  • Public Health
  • Health Communication
  • Behavioral Science

Background:

  • Antimicrobial resistance (AMR) is a critical global health threat.
  • Antibiotic awareness campaigns (AACs) have shown mixed results in influencing consumer behavior.
  • Understanding the mechanisms by which AACs impact target audiences is crucial for effective campaign design.

Purpose of the Study:

  • To examine the relationships between exposure to AACs, knowledge of AMR prevention, AMR risk perception, and the intention to seek antibiotic treatment.
  • To test the moderating effects of anxiety and societal responsibility on the intention to demand antibiotic treatment, mediated by AMR knowledge and risk perception.

Main Methods:

  • Structural equation modeling was employed to analyze survey data.
  • Primary data were collected from 250 parents in Western Australia via an online survey.
  • Reliability and validity tests were conducted to ensure data integrity.

Main Results:

  • Exposure to AACs alone was insufficient to alter parental intentions regarding antibiotic prescriptions for children.
  • Parental risk perception of AMR and anxiety levels directly impacted the intention to demand antibiotics.
  • The perception of AMR as a societal responsibility moderated the intention to demand antibiotics.

Conclusions:

  • Future AACs should incorporate messaging that addresses parental risk perception and anxiety regarding AMR.
  • Integrating the concept of societal responsibility into campaign strategies may enhance their effectiveness.
  • Tailored messaging strategies considering psychological and social factors are essential for combating AMR.