Title: Lifelong learning among consumers and suppliers of complementary and alternative methods of healthcare: a descriptive study of motivational factors and learning sources

Authors: Mateja Kržin; Nada Trunk Širca; Valerij Dermol; Katarina Babnik

Addresses: International School for Social and Business Studies, Mariborska cesta 7, 3000 Celje, Slovenia ' International School for Social and Business Studies, Mariborska cesta 7, 3000 Celje, Slovenia; Faculty of Management, University of Primorska, Cankarjeva 5, 6000 Koper, Slovenia ' International School for Social and Business Studies, Mariborska cesta 7, 3000 Celje, Slovenia ' Department of Psychology, Faculty of Arts, University of Ljubljana, Aškerčeva 2, 1000 Ljubljana, Slovenia

Abstract: The complementary and alternative methods of healthcare (CAM) supply and demand and the learning opportunities in the field of CAM services have been rapidly increasing. The goals of the study were to determine motivational factors behind individuals' engagement in lifelong learning in the field of CAM services and differences in these factors between CAM services consumers and suppliers. Two focus groups and semi-structured interviews were performed. The thematic analysis approach was utilised and social network analysis for the graphical representation and quantification of identified motivational factors. The study identified five motivational factors explaining individuals' engagement into lifelong learning in the field of CAM services that are consistent with socio-behavioural models explaining the motivation for health behaviour modification. The results of this qualitative study form the basis for a further systematic study of the use and increased supply of CAM services.

Keywords: lifelong learning; complementary and alternative services; consumers; suppliers; focus groups; semi-structured interviews; Slovenia.

DOI: 10.1504/IJIL.2020.110680

International Journal of Innovation and Learning, 2020 Vol.28 No.4, pp.430 - 451

Received: 16 Sep 2019
Accepted: 22 Sep 2019

Published online: 21 Sep 2020 *

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