“…3 Nevertheless, the decline in early initiation (within one hour of birth)-87.1% and 82.0%-and the current low rate of EBF for the first six months (23.2%) are of concern not only in Oman but also in the region as a whole. 3,5,6 A wide range of factors, including social and cultural attitudes, marketing of infant formula, health systems and workplace, community settings and individual attitudes, affect whether or not women initiate early breastfeeding and maintain exclusive and continued breastfeeding for up to two years. 2 Barrier analysis, based on the Health Belief Model and the Theory of Reasoned Action, has identified 12 determinants of behaviour: perceived selfefficacy, perceived social norms, perceived positive consequences, perceived negative consequences, perceived action efficacy, access, perceived susceptibility/risk, perceived severity, cues for action, policy, culture and perceived divine will.…”