An Investigation of The Factors Affecting The Intention to Actively Benefiting from Free Cigarette Addiction Treatment Services
Synopsis
This study investigates the factors shaping the intention to actively benefit from free treatment and counseling services (such as the ALO 171 hotline and outpatient clinics) provided within the scope of combating smoking in Turkey, where smoking rates are above the OECD average. In the study, the core components of the Theory of Planned Behavior (TPB) developed by Ajzen—namely attitude, subjective norm, and perceived behavioral control—were combined in a holistic research model with the expected satisfaction variable, which holds an important place in the marketing literature. Data collected from 370 participants in Kırıkkale province using the convenience sampling method were subjected to factor, reliability, and multiple regression analyses. The analysis results revealed that perceived behavioral control, subjective norm, and expected satisfaction variables statistically significantly and positively affect the intention to actively benefit from free smoking cessation services. Conversely, although the general attitude toward the services had a positive direction, it was found to have no statistically significant effect on intention. The findings demonstrate that for individuals seeking addiction treatment, expectations regarding the service's problem-solving capacity and the ease of the treatment process are more critical in shaping intention compared to general attitudes. Consequently, it is emphasized that adopting a social marketing approach and marketing techniques is essential to increase participation rates and the overall success of public smoking cessation services.
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