How do coping strategies influence fertility-related information seeking/avoidance?

Despite the rise in discussions around fertility and reproductive health, recent evidence indicates that women's fertility awareness (FA) remains low, with many avoiding essential fertility-related information (FRI). Existing research has linked low awareness to demographic factors, yet psychological and behavioural determinants have received less attention. This study, therefore, explores the influence of coping strategies (avoidant and problem-focused) on FRI-seeking and avoidance behaviours and their effect on FA. A cross-sectional survey gathered data from 216 UK-based female participants aged 18-68 (<i>M</i> = 31.69, <i>SD</i> = 10.42), measuring demographics, FA, FRI-seeking and avoidance, and coping strategies. Data underwent multiple regression and moderation analyses. The average FA score was 17.87/29 (62%). FRI-seeking positively predicted FA (<i>p</i> < 0.001), while FRI-avoidance negatively predicted FA (<i>p</i> < 0.001). Avoidant coping significantly predicted increased FRI-avoidance (<i>p</i> < 0.001), moderating the relationship between FRI-avoidance and FA (<i>p</i> < 0.001). Problem-focused coping significantly predicted FRI-seeking (<i>p</i> < 0.001), moderating the relationship between FRI-seeking and FA (<i>p</i> < 0.001). Results suggest that coping strategies influence motivation to seek and avoid FRI. Future FRI and fertility education should be tailored to suit women's coping strategies to facilitate active engagement, which may enhance awareness and support more informed fertility decision-making.