scholarly journals Sustainability for behaviour change in the fight against antibiotic resistance: a social marketing framework

2008 ◽  
Vol 63 (2) ◽  
pp. 230-237 ◽  
Author(s):  
T. Edgar ◽  
S. D. Boyd ◽  
M. J. Palame
Keyword(s):  
Antibiotic Resistance ◽  
Behaviour Change ◽  
Social Marketing

Influencing travel behaviour

2019 ◽  
pp. 107-130
Author(s):  
Stewart Barr ◽  
John Preston
Keyword(s):  
Qualitative Study ◽  
Case Studies ◽  
Behaviour Change ◽  
Social Marketing ◽  
Quantitative Study ◽  
Behavioural Change ◽  
Travel Behaviour ◽  
Air Travel ◽  
The Other ◽  
Car Travel

As travel planning’s theoretical underpinnings have broadened from engineering and economics to embrace psychology and sociology, an emphasis has been placed on social marketing and nudge theory. It is argued that this is consistent with a neo-liberal trend towards governing from a distance. Using two case studies, one a qualitative study of reducing short-haul air travel, the other a quantitative study of attempts to reduce local car travel, it is found that actual behaviour change is limited. This seems to arise because behavioural change has been too narrowly defined and overly identified with personal choice.

Social Marketing and Behaviour Change

2014 ◽  
Author(s):  
Linda Brennan ◽  
Torgeir Aleti ◽  
Dang Nguyen ◽  
Wayne Binney ◽  
Lukas Parker
Keyword(s):  
Behaviour Change ◽  
Social Marketing

Addressing Marine Wildlife Entanglement in Derelict Fishing Nets Using Community-Based Social Marketing: Case Study and Lessons Learnt

2021 ◽  
pp. 152450042110538
Author(s):  
Maïa Sarrouf Willson ◽  
Craig Turley ◽  
Lamees A. Daar ◽  
Hussein Al Masroori ◽  
Hussain Al Muscati ◽  
...  
Keyword(s):  
Pilot Study ◽  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Marine Species ◽  
Marine Biodiversity ◽  
Community Based ◽  
One To One ◽  
Marine Wildlife

Background Entanglement of marine species, particularly endangered sea turtles and cetaceans, in abandoned, lost or otherwise discarded fishing gear is a major conservation concern. Focus of the Article This case study applies Community-Based Social Marketing (CBSM) to reduce marine wildlife net entanglement in the waters surrounding Masirah Island, a marine biodiversity hotspot in Oman. Importance to the Social Marketing Field The study demonstrates the use of social marketing tools in biodiversity conservation, bringing new knowledge to the cross-application of these two fields. Methods The CBSM methodology was applied to select behaviours, identify barriers and benefits, develop strategies and design a pilot study. The responsible disposal of derelict nets in skip bins was selected as the target behaviour, and a mix of behavioural change tools was applied to achieve change: convenience (installation of three skip bins), education (installation of informative signs, distribution of awareness posters, one-to-one engagement with fishers on the beaches), prompts (installation of signs and posters on vessels) and social norms (one-to-one engagement with key influencers and decision makers). The monitoring of behaviour change took place through structured observations over 23 weeks, focussing on the number of nets disposed of in the allocated skip bins. Results Results showed a low level of behaviour adoption rate by skiff and launch vessel fisheries, respectively, 5.36% and 2.58%. Positive results were observed for a short time but did not reach the estimated target value throughout the study period. Recommendations for Research Our pilot study did not lead to broad-scale implementation and we recommend further awareness and engagement with the target audience, trials of various behaviour change tools and increase field monitoring time. We further recommend the application and funding of behaviour change methods applied to fishers with the incorporation of conventional financial, conservation and regulatory tools to support resource management. Limitations Our results show that focussing on specific behaviours with appropriate measurement is both resource and time demanding to solve pressing conservation problems, particularly ones generated by complex industries such as fishing. Various lessons, useful for other social marketers, have been drawn from our evaluation of the overall study.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

Health communication.

2021 ◽  
pp. 106-147
Author(s):  
Ruth Cross ◽  
Ivy O'Neil
Keyword(s):  
Health Promotion ◽  
Health Literacy ◽  
Health Education ◽  
Health Communication ◽  
Behaviour Change ◽  
Social Marketing ◽  
Technology Development ◽  
Top Down ◽  
Psychological Models

Abstract This book chapter seeks to: (i) consider models of communication and assess their relevance to health communication; (ii) suggest that health promotion must adopt participatory means of communication; (iii) critique top-down 'banking' approaches to communication and education; (iv) discuss the implications of digital technology development on health communication; (v) assert the importance of health education and consider the idea of health literacy; (vi) explore and critique social marketing; and (vii) explore and critique psychological models of behaviour change.

scholarly journals Rethinking behaviour change: a dynamic approach in social marketing

2019 ◽  
Vol 9 (2) ◽  
pp. 252-268 ◽  
Author(s):  
Patricia David ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Static Model ◽  
Theoretical Development ◽  
Research Attention ◽  
Content Type ◽  
Environmental Consequences ◽  
Greater Good ◽  
Dynamic Measures

PurposeWhile awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change.Design/methodology/approachData analyses involved use of multiple linear regression on static followed by dynamic measures of behaviour and behavioural change and their respective determinants. The static model used variables reported by caregivers after program participation, while the dynamic measures used change scores for all variables reported (T2-T1).FindingsResults from the static model showed that only intentions and barriers explained behaviour at Time point 2. In contrast, findings from the dynamic data analysis indicated that a change in injunctive norms (important others’ approval of the child walking to school) explained a change in walking to and from school behaviour. Taken together, the results of the current paper suggest research attention needs to be directed towards dynamic methodologies to re-centre research attention on behavioural change and not behaviour, which dominates current practice.Originality/valueThis paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good.

Evaluation of social marketing programmes

2017 ◽  
Author(s):  
Adam Crosier ◽  
Dominic McVey
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Evaluation Research ◽  
Summative Evaluation

This chapter considers why we evaluate, and the nature of evaluation. It also explores criticisms and limitations of evaluation and looks at the role of evaluation research as part of social marketing and behaviour change programmes. The chapter sets out how to construct an evaluation using a six-step approach, ensuring that it is an integral part of the programme from the outset. It also investigates the nature and contribution of formative, process, and summative evaluation in social marketing, which ensure that both the quantitative outcomes of an intervention and emerging insights into the process can be used to inform future projects and programmes.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

scholarly journals Consumer-dominant social marketing: a definition and explication

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas Boysen Anker ◽  
Ross Gordon ◽  
Nadia Zainuddin
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Behaviour ◽  
Methodological Approach ◽  
Active Role ◽  
Future Research ◽  
Primary Role ◽  
Consumer Empowerment ◽  
Content Type ◽  
The Impact

Purpose The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon. Design/methodology/approach This conceptual study offers an analysis informed by exemplars with significant representations of consumer-dominant pro-social behaviours and projects. The methodological approach is characterised as “envisioning conceptualisation”, which is explained in terms of MacInnis’ (2011) framework for conceptual approaches in marketing. Findings As a phenomenon, CDSM operationalises the following elements: power, agency, resources, value and responsibility. The authors demonstrate how these elements are interconnected and define their meaning, significance and implications in the context of social marketing and pro-social behaviour change. The authors also identify this new form of social marketing as existing on a continuum depending on the level of involvement or dominance of the consumer and of social marketers; at one end of this continuum, exclusive CDSM is entirely consumer-driven and does not engage with businesses or organisations, while on the other end, inclusive CDSM encompasses partnership with external stakeholders to achieve pro-social behaviour change. Research limitations/implications The existence of inclusive and exclusive CDSM points towards an intricate power balance between consumers, mainstream social marketers and businesses. While this study identifies and explains this substantial distinction, it is an important task for future research to systematise the relationship and explore the optimal balance between consumer activism and involvement of formalised organisations such as charities and businesses in pro-social behaviour change projects. Practical implications The study provides social marketing professionals with an understanding of the benefits of harnessing consumer empowerment to enhance the impact of social marketing interventions. Originality/value The study makes a theoretical contribution by introducing, defining and explicating consumer dominance as a substantive area of social marketing.

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