European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Identifying drivers and barriers to participation in the national colorectal cancer screening program (using COM-B model)
Room B2 (Entrance Level)
Proposed Conference Track
1. Health and wellbeing
Submission Format
20 Minute Oral Presentation
Programme Listing
This session will present insights from a national study on participation in Slovenia’s colorectal cancer screening program (SVIT), applying the COM-B behaviour change framework. Attendees will learn about the key capability, opportunity, and motivation factors that influence uptake, including the roles of health professionals, social norms, public attitudes, stigma, and self-efficacy. The presentation will also discuss practical implications for optimizing communication strategies to improve screening participation.
Primary Contact
Alja Polajžer, National institute of public health
Presenters
Alja Polajžer, National institute of public health
Authors
Alja Polajžer, National institute of public health
Jelena Vuković, National institute of public health
Mitja Vrdelja, National institute of public health
Marcel Kralj, National institute of public health
Dominika Novak Mlakar, National institute of public health
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