The Best for Baby Card: An Evaluation of Factors That Influence Women’s Decisions to Breastfeed

A two phase project was designed to: 1) test an intervention [Best for Baby Card, (BBC)] designed to motivate women to breastfeed, and 2) examine factors related to women’s decisions to breastfeed. In Phase I, the efficacy of the BBC (N = 122) was tested and factors related to the choice to breastfeed examined. In Phase II an additional group of mothers (n = 46) was interviewed to expand on findings in Phase I. Quasi-experimental and descriptive qualitative methods were used. In Phase I, 120 pregnant women (36 received the BBC, 84 did not) participated. They responded to an investigator designed questionnaire one day post-delivery. In Phase II, a semi-structured interview guide was used to collect data. No significant associations between receipt of the BBC and decision to breastfeed [χ2 (1, n = 120) = .30, P = .58] were found. Significant associations were found between women who breastfed and those who did not for 12 factors of interest. For example, a significantly higher proportion of women who breastfed made their decision prior to pregnancy [χ2 (1, n = 120) = 66.56, P < .001]. Five themes identified in Phase II were: 1) timing of infant feeding decisions, 2) available support systems, 3) accurate information regarding breastfeeding, 4) financial concerns, and 5) convenience. Compatibility of breastfeeding with work environment was a major factor. Findings of this project suggest that multiple factors lead to decisions regarding breast feeding. Nurses’ role is one of encouragement and support. They can 1) provide the BBC, 2) discuss feeding choices with women before and/or during pregnancy, and 3) provide appropriate information regarding the benefits of breastfeeding. In addition, women who breastfeed tend to make their decision prior to pregnancy and need to find it enjoyable, convenient and socially acceptable.