Caregivers' beliefs about library visits: A theory-based study of formative research

Currently, no research has systematically investigated the beliefs underpinning caregivers' intentions to visit public libraries with their young children. Drawing from the theory of planned behaviour, this study adopted a three-phase program of formative research to examine the decision making processes of parents and carers with young children living in a low socio-economic area. Phase 1 identified seven behavioural, five normative, and ten control beliefs as modal salient beliefs held by parents and carers. Phase 2 identified a variety of key behavioural, normative, and control beliefs as significant predictors of intention to visit the library with their young child. Phase 3 elicited the reasons underpinning these key beliefs guiding parents' and carers' intentions, identifying 34 reasons that could be used in messages to promote library visits. The results provide useful information that intervention designers, councils, and library services can use to encourage library use among parents and carers with young children.