Understanding Key Factors on Couples' Childbearing Decisions: A Social Marketing Perspective

Background & objective:In recent years, Iran has experienced a noticeable decline in fertility rates.Recognizing the critical role of childbearing in population dynamics, this study aims to explore the factors affecting childbearing decisions among couples in Sanandaj, using the Social Marketing model.Methods: This study adopted a qualitative research design, utilizing targeted content analysis.The participants included 26 reproductive-age couples from Sanandaj, selected through purposive sampling.Inclusion criteria were couples to have been married for at least three years, with no children or a child aged three or older.Couples planning to have children or undergoing infertility treatment were excluded.Semi-structured in-depth interviews were conducted, and data validity, accuracy, and reliability were assessed using criteria such as confirmability, dependability, credibility, and transferability.Results: Through data analysis, four main themes based on the Social Marketing model were identified: "Product," "Price," "Place," and "Promotion."Financial challenges and personal concerns emerged as the most significant barriers to childbearing.Participants also highlighted potential solutions, including economic support, legal frameworks, and educational initiatives. Conclusion:The Social Marketing model suggests that emphasizing the benefits of childbearing and implementing supportive legal measures can enhance couples' desire to have children.To address declining fertility rates, comprehensive collaboration, strategic planning, and targeted policies are essential to alleviate couples' concerns and encourage childbearing.