Exploring large employers' and small employers' knowledge, attitudes, and practices on breastfeeding support in the workplace.
Exploring large employers' and small employers' knowledge, attitudes, and practices on breastfeeding support in the workplace.
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DOI：
10.1177/089033440101700108
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发表时间：
2001-02-01
期刊：
影响因子：
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通讯作者：
Kasprzycki, C
中科院分区：
文献类型：
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作者：
Brown, C A;Poag, S;Kasprzycki, C
来自不同行业的人力资源专业人士参加了德克萨斯州奥斯汀的焦点小组。从社会营销的角度，探讨了雇主在为哺乳期员工提供母乳喂养支持方面的知识、态度和做法。雇主知道母乳喂养对母亲和孩子的好处。然而，他们并没有把提供母乳喂养支持放在首位。雇主查明了提供母乳喂养支持的障碍和动机，以及为向雇主传播母乳喂养支持信息和材料而制定的有效沟通和营销战略。参与者透露了重要的雇主变量，如公司或机构的规模，在设计针对雇主的社交营销活动时必须考虑这些变量。这项研究提供了深入、定性的数据，有助于设计针对雇主的社会营销活动，并有助于使用定性和定量研究方法进行进一步调查。
Human resource professionals from different industries participated in focus groups in Austin, Texas. From a social marketing perspective, employers' knowledge, attitudes, and practices in providing breastfeeding support for lactating employees were explored. Employers knew about the benefits of breastfeeding for mothers and children. However, they did not place a high priority on providing breastfeeding support. Employers identified the barriers to and motivators for providing breastfeeding support, as well as effective communication and marketing strategies for the dissemination of breastfeeding support messages and materials for employers. Participants revealed important employer variables, such as the size of the company or agency, that must be considered when designing social marketing campaigns that target employers. This research provided in-depth, qualitative data useful for designing social marketing campaigns that target employers and for further investigation using qualitative and quantitative research methods.