Abstract:
Public health promotion in rural communities is anchored on culture.
This study examined the relations between culture constructs
of conservation and self-transcendence values, religiosity and
Ubuntu and consumer trust in national radio advertisements broadcasting
public health messages. Data was collected from 399 rural
consumers in Zimbabwe, who completed questionnaires. Analysis
was done using structural equation modeling on AMOS. Structural
relations were noted to be significant between religiosity and
Ubuntu to trust in advertisement; reliability, usefulness and affect.
Conservation values were significantly related to trust in advertisement-
reliability as well as self-transcendence to trust in advertisement-
usefulness. However, conservation values had no significant
link to trust in advertisement-usefulness and affect. The same insignificant
relations were noted on self-transcendence values to trust
in advertisement-reliability and affect. All trust in advertisement sub
constructs were significantly related to behavioral intention to rely
with the radio advertisement. Managerial implications and areas for
future research were discussed.
