implementing healthy behavior change
“The core principle of implementing healthy behavior change is making the healthy choice the easy choice” (Young, 2014). In order to do that, one must identify the internal and external factors that influence one’s behavior and decision-making processes. For some, this may be cultural or personal beliefs. For others, self-efficacy may be preventing an individual from engaging in certain preventive behaviors (Skolnik, pg. 173). Regardless, in order to enact change, we must consider what impacts the individual’s actions through their own eyes and seek to understand the “why” behind their behavior in order to know how to change it.
Skolnik highlights the following concepts related to health and behavior models related to behavior change: “The Ecological Perpsective”; “The Health Belief Model”; “The Stages of Change Model”; and, “The Diffusion of Innovations Model” (Skolnik, pg. 172-173). Using these concepts and models, we are able to identify and develop an understanding of what drives an individual’s behavior. As a result, we are able to target those areas and provide specific interventions that might alter the course of an individual’s behavior in the direction of a healthier way of life.
For example, “The Ecological Perspective” tells us that “behaviors both influences and is influenced by the social environments in which it occurs” (Skolnik, pg. 173). As a result, we must consider how an individual’s personal characteristics influence their behavior (i.e. “knowledge, attitudes, beliefs, and personality traits”) (Skolnik, pg. 173). It also tells us that an individual’s personal relationships, community, public policy, and rules and regulation of one’s environment all impact how a person behaves (Skolnik, pg. 173). “The Health Belief Model” asks us to consider the individual’s understanding of the illness to grasp the “why” behind their behaviors (i.e. the individual’s perception of likelihood of getting the illness, the severity of the illness, and the perceived benefits and barriers of engaging in preventive measures) (Skolnik, pg. 173). “The Stages of Change Model” considers where the individual is at in the change process along with their awareness and desire to make changes in their behavior (Skolnik, pg. 174). This is important to acknowledge as an individual’s resistance or willingness to change can strongly influence their behavior. Lastly, “The Diffusions of Innovations Model, which is based on the concept that “communication is needed to promote social change and that ‘diffusion’ is the process by which innovations are communicated over time among members of different groups and societies” (Skolnik, pg. 174).
Using these concepts of health behavior and behavioral models collectively allows us to look at the bigger picture and examine the “environmental factors that cause strain and present challenges for people trying to develop and maintain good health” (Young, 2012). Thorough market research can further assist with identifying the “local culture, values, and behaviors” that impact behavior. From there, measures can be taken to influence the individual’s behavior towards healthier choices. For example, “community mobilization” is focused on engaging the entire community in the effort to correct the behavior (Sklonik, pg. 175). Commercial marketing, mass media, and social media can then be used promote messages of healthier choices, products, and campaigns/initiatives focused on behavioral changes.
Health education is also needed to promote healthier choices. We cannot expect individuals to make the right choices if they don’t have the right information. Therefore, it is crucial that proper health education be administered through many of the avenues previously discussed (i.e. marketing, media, and social media) but also in the clinical setting. Medical providers must take the time to educate their patients on both the immediate and long-term effects of their actions and health choices. Incentivizing healthier decisions (i.e. cash incentives and reduction in health insurance) can also be used to push individuals to make the right choices using financial incentives. Increasing access to healthier food choices is also key. For example, according to Growing Food Connections, “local governments can choose from a wide range of programmatic, financial, and regulatory strategies to incentivize the sale of fresh, healthy, and/or local foods to residents, especially low-income populations or people of color disproportionately affected by diet-related health issues” (Growing Food Connections, n.d.). “Local governments can help expand healthy food retail options within their communities by offering incentives for grocery store and supermarket development in underserved areas, finding funds to support individual food retail outlets, and supporting corner stores in selling more healthy foods. They can also lower the costs of fresh local produce for low-income community members while boosting local farmers’ incomes through incentive programs that offer extra buying power for SNAP recipients at farmers markets or help to subsidize CSA shares for employees or families in need” (Growing Food Connections, n.d.).
References
Growing Food Connections. (n.d.). Incentivizing the Sale of Healthy and Local Food. Retrieved from http://growingfoodconnections.org/wp-content/uploads/sites/3/2015/11/GFCHealthyFoodIncentivesPlanningPolicyBrief_2016Feb-1.pdf.
Skolnik, R. (2020). Global Health 101, 4th Edition. Jones & Bartlett Learning. Burlington, Massachusetts.
Young S. (2014). Healthy behavior change in practical settings. The Permanente journal, 18(4), 89–92. https://doi.org/10.7812/TPP/14-018
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