Understanding factors influencing vulnerable older people keeping warm and well in winter: a qualitative study using social marketing techniques.

ABSTRACT: To understand the influences and decisions of vulnerable older people in relation to keeping warm in winter. A qualitative study incorporating in-depth, semi-structured individual and group interviews, framework analysis and social marketing segmentation techniques. Rotherham, South Yorkshire, UK. 50 older people (>55) and 25 health and social care staff underwent individual interview. The older people also had household temperature measurements. 24 older people and 19 health and social care staff participated in one of the six group interviews. Multiple complex factors emerged to explain whether vulnerable older people were able to keep warm. These influences combined in various ways that meant older people were not able to or preferred not to access help or change home heating behaviour.

SUBMITTER: Tod AM 

PROVIDER: S-EPMC3400059 | biostudies-literature | 2012

REPOSITORIES: biostudies-literature