This study builds on the research that suggests the declining rates of breastfeeding are partly due to the weakening of informal systems (e.g., family networks) and the dependence upon non-supportive formal systems (e.g., hospital practices). Two research questions were addressed: (1) Are first-time mothers who wean early more likely to lack an informal social support network and be more influenced by the formal system than those who prolong breastfeeding? (2) At each of the five stages (preconception, prenatal, neonatal, postnatal, and post-discharge), who are the key supports and what is the nature of the social support utilized by first-time mothers to meet their breastfeeding needs?Eighty-six first-time mothers completed surveys, half of whom weaned at less than six months, and half of whom breastfed for at least six months. Six women from each group participated in semi-structured interviews. The survey data were analyzed first by a principal component factor analysis, followed by a regression analysis in which the support factors and demographic variables were used to predict the duration of breastfeeding.Findings from the study indicate that significant predictors in the prolonged duration of breastfeeding are the prolonged duration of marriage and hospital procedures. Women who wean early are more likely than those who prolong breastfeeding to lack an informal support system and to be more influenced by actions in the formal system that hinder the lactation process. To meet their needs, women who prolong breastfeeding are more likely to use informational support from breastfeeding clinics, instrumental and emotional support from their spouse/partner, and informational and emotional support from maternity nurses and medical doctors.Based on the results, the Social Support-Wellness Model was developed to promote breastfeeding. The model consists of four major components: identifying the five distinct stages in the breastfeeding process (preconception, prenatal, neonatal, postnatal, and post-discharge); identifying the sources of support in the informal and formal systems which impede as well as facilitate lactation at each of the stages; identifying the nature of the support; and identifying interventions for target groups at the specific stages. A more generalized form of the model is also presented for the development of health promotion strategies for other wellness behaviours. Implications for social policy, adult education and research are discussed.