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The Protestant Work Ethic could explain a liking for 'natural' health care, research suggests

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2024-06-07 13:30:04

This article has been reviewed according to Science X's editorial process and policies. Editors have highlighted the following attributes while ensuring the content's credibility:

A strong belief in the Protestant Work Ethic might underpin the decision-making of many people choosing "natural" approaches to health care, new research suggests.

Academics say their paper, published in the Journal of Consumer Research, identifies the role of psychological factors in health choices ranging from a preference for vaginal birth—over cesarean sections—to "natural" cold and flu remedies. In the latter case, the preference holds even if the chemical composition of natural remedies may be identical to compounds synthesized in the laboratory.

Their work has implications for governments, global health organizations and clinicians around birth choices, the academics say. It could also reshape the marketing strategies and approaches of health care product manufacturers.