Objective   To know the knowledge level relatediron deficiency and anemia among rural women in Guizhou and influencing factors of pur chase behavior and social marketing strategies.

  Methods   Stratified sampling and random sampling were adopted together.Questionnaire survey was conducted among 570 rural women.Health behavior theory was adopted to design the constr uctive questionnaire.Path analysis was used to construct the model of intentions to buy NaFeEDTA fortified soysauce.

  Results   Rur al women in Guizhou had a low level about the knowledge of iron deficiency and anemia, and knew less about NaFeEDTA fortified soysauce.The intentions to buy NaFeEDTA fortified soy sauce were relatively strongly, but there were some worries about it.Many factors influenced the intentions to buy NaFeEDTA fortified soy sauce directly or indirectly such as knowledge about the soysauce, perceived susceptibility and severity on iron deficiency and anemia, health values, emotions, attitudes and barriers to eat the soy sauce.People got information about nutrition mainly from TV and doctors.

  Conclusion   NaFeEDTA fortified soy sauce should be strongly propag andized by means of TV and doctors.Suitable social marketing inter vention strategies to local women should be chosen to improve their perceptions, to release their worries and to promote their purchase behaviors.