All or Nothing... or Just a Hat? Farmers' Sun Protection Behaviors

Farmers have an increased risk for developing skin cancers and thus comprise an important audience for messages that address sun protection practices. This project examines sun protection behaviors of farmers from southeastern Georgia and uses those measured behaviors to conduct a cluster analysis....

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Bibliographic Details
Published inHealth promotion practice Vol. 7; no. 2; pp. 180 - 185
Main Authors Silk, Kami J., Parrott, Roxanne L.
Format Journal Article
LanguageEnglish
Published Thousand Oaks, CA Sage Publications 01.04.2006
Subjects
Adult
Aged
Aged, 80 and over
Agricultural Workers' Diseases - prevention & control
Agriculture - manpower
Cluster Analysis
Georgia
Health Behavior
Health Knowledge, Attitudes, Practice
Health Promotion
Humans
Male
Middle Aged
Protective Clothing - utilization
Risk Assessment
Risk-Taking
Skin Neoplasms - etiology
Skin Neoplasms - prevention & control
Social Marketing
Sunlight - adverse effects
Sunscreening Agents - therapeutic use
Georgia
skin cancer
message design
farmers
cluster analysis
audience segmentation
sun protection
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Summary:Farmers have an increased risk for developing skin cancers and thus comprise an important audience for messages that address sun protection practices. This project examines sun protection behaviors of farmers from southeastern Georgia and uses those measured behaviors to conduct a cluster analysis. Farmers (N = 480) were clustered into three groups using six variables that measured their frequency of sun protective and purchasing behaviors. The three groups were characterized as either engaging heavily in sun protective behaviors, engaging in none of the recommended sun protective behaviors, or only wearing hats as a sun protective behavior. Practitioners seeking to develop health message interventions that target farming populations should consider the current behaviors of subgroups of farmers when developing audience segments to tailor messages aimed at increasing sun protective behaviors. Practical recommendations for message content targeted toward the subgroups of farmers are provided.
ISSN:1524-8399
1552-6372
DOI:10.1177/1524839905275401