The Relationship of Health Communication With the Hierarchy Of Effect in Health Issues Towards Healthy Life Style

This study is about health communication planning and healthy lifestyle practices. The main purpose of this study is to explore the factors that should be considered in the planning of health communication for a healthy lifestyle change. The objective of this study is to examine the relationship between psycho-social factors and the role of communication to bring about changes in lifestyle, mainly physical activity and healthy eating. The research framework model is built based on a combination of Health Belief Model, Theory of Reasoned Action and Theory of Low Involvement. Survey method was used to interview about 290 respondents aged between 18 and 82 years. The study was conducted in 7 rural and urban areas of Kuala Lumpur (Sentul, Jinjang and Bangsar), Selangor (Batang Berjuntai, Sungai Buloh and Bangi), Perak (Slim River, Tanjung Malim, and Sitiawan) and Putra Jaya. The findings are divided into two main components which encompasses basic health screenings and psycho-social factors which influence the communication factors towards health practices (physical activity and healthy eating). Basic health screening showed the majority of respondents have abnormal anthropometric markers which is body mass index and excess body fat rate. In relation to lifestyle, the majority of respondents is physically active (79%) meanwhile 76% of respondents do not take sufficient vegetables and fruits. The study shows that the communication factors (health involvement, health information seeking behavior and cues to action) influence the respondents towards positive health practices. Health involvement showed a significant relationship to the health information seeking behavior. Meanwhile, the health information seeking behavior showed a significant correlation with cues to action. Meanwhile the cues to action showed a significant correlation towards behavioral intention of respondents towards positive health behavior (health orientation). The study also showed that the psycho-social variables (knowledge, attitudes, and perceptions) act as a significant predisposing factor in influencing health involvement and other health communication issues. The hierarchical regression demonstrated psycho-social factors (knowledge, attitude and perception) significantly correlated with healthy eating behaviors. Meanwhile, health involvement and attitudes demonstrated a significant relationship with physical activity. This study explains the Health Communication Planning Model should not ignore the communication factors in influencing behavioral intention and lead towards positive health behavior changes. Meanwhile, psycho-social factors act as a prerequisite in influencing the communication process towards positive health behavior changes. This study revealed that the high or low health involvement will determine the respondents health information seeking behavior. Health communication planning model proposed that the health information must meet the consumer need and demand in accordance with the specific requirements of individuals.