Health Communication Patterns and Adherence to a Micronutrient Home Fortification Program in Rural China

Abstract

Objectives: Examine the association between ethnic health communication patterns and adherence to a micronutrient home fortification program in rural China among 3 distinct ethnic groups.

Design: Cross-sectional survey conducted in rural western China.

Setting: Enrolled 283 villages across 6 national poverty counties in rural western China.

Participants: A total of 1,358 caregiver-children pairs with Han, Tibetan, or Yi ethnic backgrounds.

Variables measured: A structured questionnaire was used to collect information on caregiver demographics, program adherence, and health communication about the program.

Analysis: Logistic regression model was used to examine the associations between health communication patterns and adherence to the program.

Results: Adherence rates across all ethnic groups were low, 55.5% (229/413) of Han, 55.0% (186/338) of Tibetan, and 47.2% (178/377) of Yi caregivers adhered to the program. Increased adherence was correlated with how each ethnic group received health information. Han caregivers were most influenced by mass media (odds ratio [OR], 1.87; 95% confidence interval [CI], 1.05-3.31), Tibetan caregivers by family (OR, 4.86; 95% CI, 1.45-16.29), and Yi caregivers by village doctors (OR, 6.63; 95% CI, 3.46-12.73).

Conclusions and implications: Implementing culturally sensitive health communication strategies will likely improve adherence to home fortification programs among caregivers with distinct ethnic backgrounds.

Keywords: adherence behavior; ethnic differences; health communication; home fortification program; western China.