The objective of this quasi-experimental study was to investigate the effect of the seafood safety consumption promotion program among pregnant women in pollution control area in Rayong. The sample group was pregnant women who had registered at the hospital during September 2014. Ninety-three informants were willing to participate in this study. Pregnant women were given information on the knowledge of safe seafood and the information on perceived benefits, perceived barriers, and self-efficacy of seafood consumption. The participants were educated by lectures, video, pamphlets, short messages. The data collection was conducted both before and after intervention using questionnaire. Data were consequently analyzed by the descriptive statistics, and paired sample t-test. The results of the study has shown that perceived benefits and perceived self-efficacy in seafood safety consumption of pregnant women after the intervention were higher than before the intervention with the statistical significance of p<0.05. In terms of perceived barriers in seafood safety consumption, it was found that pregnant women had significantly lower perceived barriers in seafood consumption after the intervention (p<0.01). Regarding the food consumption behaviors, it was found that pregnant women have shown safer behaviors in food consumption which indicated the statistical significance of p = 0.02. From this study, it revealed that the safe seafood consumption promotion program has facilitated pregnant women to recognize safer behavior in seafood consumption. Therefore, this study could be used as a guideline in health education for pregnant women who receive services from the clinics in the area in order to reduce the risks from seafood consumption.

Keywords: Seafood safety, Pregnant women, Health promotion, Pollution control area