Influence of Traditionality and Modernity on Public Breastfeeding Behaviors: A Theory of Planned Behavior Approach

Abstract Background Interview-based research shows that mothers with conservative personalities are less likely to breastfeed in public. Few studies considered the effect of traditionality and modernity on public breastfeeding simultaneously. This study used quantitative data to explore the relationship between mothers' traditional and modern personalities and their public breastfeeding behaviors. The research examines how traditionality and modernity impact public breastfeeding among Taiwanese mothers, adopting the Theory of Planned Behavior (TPB) as the framework. Method Data collected via an online survey system included 358 Taiwanese mothers with breastfeeding experience. Path analysis was employed to investigate traditionality and modernity's direct and indirect effects on public breastfeeding behaviors and TPB constructs. Results The results indicated that traditionality negatively affects attitudes, subjective norms, perceived behavioral control, and behavioral intentions regarding public breastfeeding, leading to lower public breastfeeding frequency. Conversely, modernity positively influences these factors, enhancing public breastfeeding behaviors. Conclusions The study underscores the need for culturally tailored public health interventions to promote breastfeeding. The findings highlight the importance of considering psychological and cultural factors in breastfeeding promotion policies.