Pub Date : 2024-08-14DOI: 10.1177/15245004241273091
Uchechukwu M. Chukwuocha, Uchenna Okereke, Ayoola O. Bosede, Joshua C. Ogboeze
BackgroundProper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs.Focus of the ArticleThe marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement.Research QuestionThe research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria?Program Design/ApproachThe research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people.Importance to the Social Marketing FieldThis study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology.MethodologyThis study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants.ResultsIt was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people.Recommendation for Research or PracticeThis study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommen
{"title":"Prospect of Social Marketing in Enhancing the Acquisition and Utilization of Insecticide Treated Nets (ITNs) for the Prevention of Malaria in a Rural Area of Imo State, South-Eastern Nigeria","authors":"Uchechukwu M. Chukwuocha, Uchenna Okereke, Ayoola O. Bosede, Joshua C. Ogboeze","doi":"10.1177/15245004241273091","DOIUrl":"https://doi.org/10.1177/15245004241273091","url":null,"abstract":"BackgroundProper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs.Focus of the ArticleThe marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement.Research QuestionThe research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria?Program Design/ApproachThe research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people.Importance to the Social Marketing FieldThis study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology.MethodologyThis study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants.ResultsIt was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people.Recommendation for Research or PracticeThis study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommen","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142226234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-13DOI: 10.1177/15245004241275978
Peter Busse
BackgroundThe Peruvian population does not meet the recommended guidelines for daily consumption of fruits and vegetables and, thus, social marketing approaches are needed in order to improve this behavior.Focus of the ArticleThe focus of this study was on changing intentions to engage in a recommended health behavior by experimentally testing one component of a social marketing strategy, namely the effect of messages to motivate mothers to increase the fruit consumption of their children.Research QuestionWhat type of messages, either those communicating the advantages of engaging in the recommended behavior or those communicating the norms about the behavior, are better at increasing mothers’ intentions to give 3 daily fruits to their children?Importance to the Social Marketing FieldThis study identifies methodological steps that can guide future social marketing approaches to test the effect of messages in the area of behavior change.MethodsA total of 285 mothers completed an online survey with an experiment built in. Mothers were randomly assigned to one of three conditions: a gain-framed messages condition, a normative messages condition and a no message condition (control condition) and then answered questions about the dependent variables.ResultsResults showed that exposure to messages communicating information about the advantages of engaging in the behavior increased mothers’ attitudes and intentions to give 3 daily fruits to their children; however, messages communicating information about descriptive norms did not increase mothers’ perceived norms or intentions.Recommendations for Research or PracticeSocial marketing approaches that address low levels of fruit consumption among children can benefit from message strategies that target mothers and that focus on communicating the advantages of giving more fruits to their children.
{"title":"Examining the Effect of Message Strategies on Peruvian Mothers´ Intentions to Increase Fruit Intake Among Children","authors":"Peter Busse","doi":"10.1177/15245004241275978","DOIUrl":"https://doi.org/10.1177/15245004241275978","url":null,"abstract":"BackgroundThe Peruvian population does not meet the recommended guidelines for daily consumption of fruits and vegetables and, thus, social marketing approaches are needed in order to improve this behavior.Focus of the ArticleThe focus of this study was on changing intentions to engage in a recommended health behavior by experimentally testing one component of a social marketing strategy, namely the effect of messages to motivate mothers to increase the fruit consumption of their children.Research QuestionWhat type of messages, either those communicating the advantages of engaging in the recommended behavior or those communicating the norms about the behavior, are better at increasing mothers’ intentions to give 3 daily fruits to their children?Importance to the Social Marketing FieldThis study identifies methodological steps that can guide future social marketing approaches to test the effect of messages in the area of behavior change.MethodsA total of 285 mothers completed an online survey with an experiment built in. Mothers were randomly assigned to one of three conditions: a gain-framed messages condition, a normative messages condition and a no message condition (control condition) and then answered questions about the dependent variables.ResultsResults showed that exposure to messages communicating information about the advantages of engaging in the behavior increased mothers’ attitudes and intentions to give 3 daily fruits to their children; however, messages communicating information about descriptive norms did not increase mothers’ perceived norms or intentions.Recommendations for Research or PracticeSocial marketing approaches that address low levels of fruit consumption among children can benefit from message strategies that target mothers and that focus on communicating the advantages of giving more fruits to their children.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142206203","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-21DOI: 10.1177/15245004241264349
Casey Rockwell, Lenita Davis, Noelle Butski
BackgroundAlthough death is a primary motivator of behavior, it is not widely studied in marketing.Focus of the ArticleThrough case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders.Research QuestionWhat variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option?Program Design/ApproachWe explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients.Importance to Social Marketing FieldThis research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers.MethodsThis is a qualitative study using in-depth interviews.ResultsThis study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.
{"title":"The good death: The interplay between group dynamics, end of life decision making, and creative consumption","authors":"Casey Rockwell, Lenita Davis, Noelle Butski","doi":"10.1177/15245004241264349","DOIUrl":"https://doi.org/10.1177/15245004241264349","url":null,"abstract":"BackgroundAlthough death is a primary motivator of behavior, it is not widely studied in marketing.Focus of the ArticleThrough case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders.Research QuestionWhat variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option?Program Design/ApproachWe explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients.Importance to Social Marketing FieldThis research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers.MethodsThis is a qualitative study using in-depth interviews.ResultsThis study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141738340","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-20DOI: 10.1177/15245004241262030
Lisa S. Krimsky, Laura A. Warner, Shelli D. Rampold
BackgroundSeptic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs.Focus of the ArticleThis study used formative survey research to assess residents’ knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination.Research QuestionThis study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners’ knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion?Importance to the Social Marketing FieldIn contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions.Methods518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion.ResultsSeptic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated.Recommendations for Research or PracticeThis study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals ta
{"title":"Flushing out homeowner perceptions to improve voluntary septic to sewer conversion with social marketing","authors":"Lisa S. Krimsky, Laura A. Warner, Shelli D. Rampold","doi":"10.1177/15245004241262030","DOIUrl":"https://doi.org/10.1177/15245004241262030","url":null,"abstract":"BackgroundSeptic systems are recognized as a contributor to water quality degradation. Septic to sewer conversion programs are being implemented to mitigate nutrient pollution but success of voluntary programs is dependent on homeowner participation. The purpose of this study was to identify elements of potential social marketing strategies that could advance the voluntary adoption of septic to sewer conversion programs.Focus of the ArticleThis study used formative survey research to assess residents’ knowledge, attitudes, and perceived benefits of and barriers to septic systems conversion in Florida, USA to inform future interventions promoting this major, costly home infrastructure change that reduces wastewater nutrient contamination.Research QuestionThis study attempts to answer the following questions: (1) Does septic system conversion status (mandatory vs. voluntary) influence homeowners’ knowledge, attitudes, and perceived benefits and barriers to septic to sewer conversion? (2) What social marketing variables are the best predictors of attitude about septic to sewer conversion?Importance to the Social Marketing FieldIn contrast to inexpensive, repeated habits which are the target of many social marketing campaigns, costly one-time behaviors have been minimally explored by social scientists and social marketers. This study demonstrates how social marketing research can be applied to advance the adoption of costly, one-time infrastructure improvements, with septic to sewer conversions serving as the study context. There are substantial opportunities for social marketers to support local government and other organizations in their promotion of major technologies, including, but not limited to septic system conversions.Methods518 adult Florida residents who were also septic system owners completed an online survey instrument that assessed subjective and objective knowledge, attitudes about septic to sewer conversion, and motivators and barriers to conversion.ResultsSeptic system homeowners are largely supportive of septic conversion programs; however, the greatest perceived benefits are personal and not associated with environmental improvements. Despite many septic to sewer conversion projects being initiated for environmental purposes, behavior change efforts should promote the benefits of conversion as perceived by the homeowner. The primary barrier is the upfront cost, and alternative funding structures should be investigated.Recommendations for Research or PracticeThis study indicates that target audience outreach is an essential component of the environmental planning process. Considering the costs and complexity of water quality infrastructure projects, environmental management professionals should consider a robust audience-specific social marketing program as part of the implementation and planning process. The findings presented here suggest opportunities for social marketers to partner with environmental management professionals ta","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508199","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-12DOI: 10.1177/15245004241260639
Hadi Ghods, Mehrdad Aghayari, Ali Golbazi Mahdipour, Reza Arabi Zanjani, Hanieh Aghayari, Richard Soparnot, Ali Bonyadi Naeini
The global prevalence of smoking remains a significant public health concern, necessitating the development of effective anti-smoking campaigns to promote smoking cessation and discourage smoking initiation. Understanding the factors that influence individual responses to anti-smoking messages is critical for tailoring campaigns to different populations. This study substantially exhibits the concepts of audience segmentation and targeting, informed by theory and formative research, and monitoring and evaluation research in the context of anti-smoking campaigns. The article aims to answer how smoking behavior and message framing influence individuals’ counterarguing responses to anti-smoking advertisements and the implications for ad effectiveness. The research investigates the role of smoking behavior (smokers vs. non-smokers) and message framing (positive vs. negative) in shaping individuals’ counterarguing responses to anti-smoking advertisements, using two studies involving behavioral and neuroscientific methods. Study 1 employed an online video task with 1920 participants, examining the effects of smoking behavior and message framing on ad effectiveness. Study 2 used electroencephalography (EEG) to record brain activity from 31 participants while they viewed anti-smoking video advertisements, focusing on the neural correlates of counterarguing and their effect on anti-smoking ad effectiveness. Study 1 found that smokers report lower ad effectiveness compared to non-smokers, and observed an interaction between smoking behavior and message framing. Study 2 found that smoking behavior significantly influenced brain activity in the dorsolateral prefrontal cortex (dlPFC), ventrolateral prefrontal cortex (VLPFC), and anterior cingulate cortex (ACC) regions in response to anti-smoking ads. Additionally, a significant interaction was observed between smoking behavior and ad framing on brain activity in all three regions. The findings suggest that anti-smoking campaigns should be tailored to the specific needs and attitudes of smokers and non-smokers, with separate campaigns for each group. Future research could explore the role of other individual differences in shaping counterarguing responses, the long-term effects of exposure to different types of anti-smoking messages on smoking behavior, and using more advanced neuroimaging techniques to investigate the neural processes that underlie counterarguing responses to anti-smoking messages for better flow.
{"title":"Maximizing the Effectiveness of Anti-Smoking Campaigns With Targeted Framing Strategies: Evidence From Behavioral and Neurological Studies","authors":"Hadi Ghods, Mehrdad Aghayari, Ali Golbazi Mahdipour, Reza Arabi Zanjani, Hanieh Aghayari, Richard Soparnot, Ali Bonyadi Naeini","doi":"10.1177/15245004241260639","DOIUrl":"https://doi.org/10.1177/15245004241260639","url":null,"abstract":"The global prevalence of smoking remains a significant public health concern, necessitating the development of effective anti-smoking campaigns to promote smoking cessation and discourage smoking initiation. Understanding the factors that influence individual responses to anti-smoking messages is critical for tailoring campaigns to different populations. This study substantially exhibits the concepts of audience segmentation and targeting, informed by theory and formative research, and monitoring and evaluation research in the context of anti-smoking campaigns. The article aims to answer how smoking behavior and message framing influence individuals’ counterarguing responses to anti-smoking advertisements and the implications for ad effectiveness. The research investigates the role of smoking behavior (smokers vs. non-smokers) and message framing (positive vs. negative) in shaping individuals’ counterarguing responses to anti-smoking advertisements, using two studies involving behavioral and neuroscientific methods. Study 1 employed an online video task with 1920 participants, examining the effects of smoking behavior and message framing on ad effectiveness. Study 2 used electroencephalography (EEG) to record brain activity from 31 participants while they viewed anti-smoking video advertisements, focusing on the neural correlates of counterarguing and their effect on anti-smoking ad effectiveness. Study 1 found that smokers report lower ad effectiveness compared to non-smokers, and observed an interaction between smoking behavior and message framing. Study 2 found that smoking behavior significantly influenced brain activity in the dorsolateral prefrontal cortex (dlPFC), ventrolateral prefrontal cortex (VLPFC), and anterior cingulate cortex (ACC) regions in response to anti-smoking ads. Additionally, a significant interaction was observed between smoking behavior and ad framing on brain activity in all three regions. The findings suggest that anti-smoking campaigns should be tailored to the specific needs and attitudes of smokers and non-smokers, with separate campaigns for each group. Future research could explore the role of other individual differences in shaping counterarguing responses, the long-term effects of exposure to different types of anti-smoking messages on smoking behavior, and using more advanced neuroimaging techniques to investigate the neural processes that underlie counterarguing responses to anti-smoking messages for better flow.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141353459","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-02-08DOI: 10.1177/15245004241233837
Narjes Haj-Salem
Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.
{"title":"Determinants of Consumer Intention to Purchase Fair Trade Products in the Middle East: Does Gender Matter?","authors":"Narjes Haj-Salem","doi":"10.1177/15245004241233837","DOIUrl":"https://doi.org/10.1177/15245004241233837","url":null,"abstract":"Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139850801","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-02-08DOI: 10.1177/15245004241233837
Narjes Haj-Salem
Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.
{"title":"Determinants of Consumer Intention to Purchase Fair Trade Products in the Middle East: Does Gender Matter?","authors":"Narjes Haj-Salem","doi":"10.1177/15245004241233837","DOIUrl":"https://doi.org/10.1177/15245004241233837","url":null,"abstract":"Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139790923","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-29DOI: 10.1177/15245004241230310
Robert Aunger, Vishna Shah, Hugh Sharma Waddington, Kaposo Mwambuli
BackgroundIn circumstances where vaccine hesitancy is high, like in Tanzania in 2021, measures to control the spread of COVID-19 infection through non-pharmaceutical interventions, specifically mask-wearing, hand-washing and physical distancing, become crucial. This study was undertaken to inform the development of a context-adapted communication campaign to control COVID-19 in Tanzania.Focus of the ArticleThe study examines the effectiveness of three different behaviour change campaign ads created as part of the same control effort, and two of them by the same creative process, with the same creative team, at roughly the same time, in altering behavioural propensities for relevant target behaviours, including the washing of hands, the wearing of masks and social distancing, and key participant attitudes, such as the sense of obligation to others.Research QuestionThe main research question was: what are the effects of behaviour change campaign ads on propensities for engaging in COVID-19 target behaviours? We also examined behavioural attitudes and consumer appreciation of the ads (believability, likeability, relevance and surprise). The purpose of the study was to provide empirical evidence on the effectiveness of different messaging logics, in order to help improve future campaigns.MethodsWe designed a controlled survey experiment where participants were randomly assigned to receive one of the three campaign ads. These were called: the “Setting” campaign, which was designed using a theory-based Behaviour Centred Design (BCD) approach and produced with local partners; the “Password” campaign, which was the result of a substantial investment by a major international consortium; and the “Balance” campaign, a local adaption of “Password”; as well as an educational public service announcement, which served as an active control. An SMS survey was administered online to 2080 participants in Tanzania in 2022 to evaluate the potential effectiveness and consumer appreciation of the campaigns.ResultsThe results showed that the most costly campaign, “Password”, did not perform better than the other campaigns on any test. In particular, “Password” was not more effective than the theory-based “Setting” campaign on any single behavioural indicator or exposure variable. The “Setting” campaign was more effective than other ads on the expected qualities of appreciation (surprise, believability). However, the educational announcement achieved higher average response levels than all of the narrative-based treatments on measures of consumer appreciation, such as likeability, believability and relevance.Recommendations for PracticeThis study supported the proposition that a campaign specifically designed to elicit particular kinds of psychological responses could do so. It showed that a theory-based campaign, produced locally and at low cost, can compete on standard marketing values with high-quality creative processes and production values.
{"title":"Comparison of COVID-19 Behaviour Change Campaign Ads in Tanzania: Results From a Randomised Controlled Survey-Based Experiment","authors":"Robert Aunger, Vishna Shah, Hugh Sharma Waddington, Kaposo Mwambuli","doi":"10.1177/15245004241230310","DOIUrl":"https://doi.org/10.1177/15245004241230310","url":null,"abstract":"BackgroundIn circumstances where vaccine hesitancy is high, like in Tanzania in 2021, measures to control the spread of COVID-19 infection through non-pharmaceutical interventions, specifically mask-wearing, hand-washing and physical distancing, become crucial. This study was undertaken to inform the development of a context-adapted communication campaign to control COVID-19 in Tanzania.Focus of the ArticleThe study examines the effectiveness of three different behaviour change campaign ads created as part of the same control effort, and two of them by the same creative process, with the same creative team, at roughly the same time, in altering behavioural propensities for relevant target behaviours, including the washing of hands, the wearing of masks and social distancing, and key participant attitudes, such as the sense of obligation to others.Research QuestionThe main research question was: what are the effects of behaviour change campaign ads on propensities for engaging in COVID-19 target behaviours? We also examined behavioural attitudes and consumer appreciation of the ads (believability, likeability, relevance and surprise). The purpose of the study was to provide empirical evidence on the effectiveness of different messaging logics, in order to help improve future campaigns.MethodsWe designed a controlled survey experiment where participants were randomly assigned to receive one of the three campaign ads. These were called: the “Setting” campaign, which was designed using a theory-based Behaviour Centred Design (BCD) approach and produced with local partners; the “Password” campaign, which was the result of a substantial investment by a major international consortium; and the “Balance” campaign, a local adaption of “Password”; as well as an educational public service announcement, which served as an active control. An SMS survey was administered online to 2080 participants in Tanzania in 2022 to evaluate the potential effectiveness and consumer appreciation of the campaigns.ResultsThe results showed that the most costly campaign, “Password”, did not perform better than the other campaigns on any test. In particular, “Password” was not more effective than the theory-based “Setting” campaign on any single behavioural indicator or exposure variable. The “Setting” campaign was more effective than other ads on the expected qualities of appreciation (surprise, believability). However, the educational announcement achieved higher average response levels than all of the narrative-based treatments on measures of consumer appreciation, such as likeability, believability and relevance.Recommendations for PracticeThis study supported the proposition that a campaign specifically designed to elicit particular kinds of psychological responses could do so. It showed that a theory-based campaign, produced locally and at low cost, can compete on standard marketing values with high-quality creative processes and production values.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-02DOI: 10.1177/15245004231225457
Paromita Goswami, Jaideep Ghosh
The current study addresses the issue of societal stigma attached to mental health issues of college students, which strongly suppress their attempts at help-seeking. ✓We design a meso-level midstream intervention to effect a behavior change of mentally depressed students, who, due to internalized societal stigma attached to mental health issues, strongly evade help-seeking. ✓We use theoretical arguments and formative research to design a shadow social marketing (SSM) meso-intervention to normalize help-seeking behavior of individuals suffering from mental health issues. ✓We perform field-testing of our intervention to ascertain its comparative efficacy against two competing micro-interventions. To address a complex problem that does not have a direct, clear-cut solution at either the micro or the macro level, we investigate, in this study, whether an SSM meso-intervention performs better than micro-interventions in alleviating social stigma attached to mental health issues. Its primary benefit is to establish a connection between the micro and the macro levels. Social marketing scholarship underscores a number of undesirable consequences of micro-level social marketing interventions that directly target individuals who suffer from mental depression, because their attempts at help-seeking are grossly suppressed by societal stigma attached to mental health issues. Our study contributes to the understanding of how the SSM meso-intervention could serve as a better alternative to direct interventions in normalizing help-seeking behaviour of affected individuals. We hope that changes of social norms at the community level can eventually lead to societal macro-level changes with modification and enhancement of institutional norms. We use an SSM approach to design a meso-level, midstream intervention to alleviate societal stigma that deters help-seeking of mentally depressed students in an educational institution. We use survey methods for data collection and Tobit regression for data analysis to empirically test our meso-intervention against two other micro-level interventions. Our hypothesis that stigmatized individuals are more likely to avail of wellbeing-related services offered by a platform based on an SSM, meso-intervention rather than by one that does not adopt such a strategy is empirically supported strongly ([Formula: see text]). A meso-level intervention is an essential prerequisite to bring about macro-level changes to address stigma attached to mental health issues. As a practical matter, changes of social norms at the community level have a strong potential for bringing about societal macro-level changes with modifications and enhancements of institutional norms and eventual micro-level help-seeking behavior.
{"title":"Alleviating Help-Seeking Stigma Among Depressed College Students Through Shadow Social Marketing: A Meso-Level Intervention to a Wicked Problem","authors":"Paromita Goswami, Jaideep Ghosh","doi":"10.1177/15245004231225457","DOIUrl":"https://doi.org/10.1177/15245004231225457","url":null,"abstract":"The current study addresses the issue of societal stigma attached to mental health issues of college students, which strongly suppress their attempts at help-seeking. ✓We design a meso-level midstream intervention to effect a behavior change of mentally depressed students, who, due to internalized societal stigma attached to mental health issues, strongly evade help-seeking. ✓We use theoretical arguments and formative research to design a shadow social marketing (SSM) meso-intervention to normalize help-seeking behavior of individuals suffering from mental health issues. ✓We perform field-testing of our intervention to ascertain its comparative efficacy against two competing micro-interventions. To address a complex problem that does not have a direct, clear-cut solution at either the micro or the macro level, we investigate, in this study, whether an SSM meso-intervention performs better than micro-interventions in alleviating social stigma attached to mental health issues. Its primary benefit is to establish a connection between the micro and the macro levels. Social marketing scholarship underscores a number of undesirable consequences of micro-level social marketing interventions that directly target individuals who suffer from mental depression, because their attempts at help-seeking are grossly suppressed by societal stigma attached to mental health issues. Our study contributes to the understanding of how the SSM meso-intervention could serve as a better alternative to direct interventions in normalizing help-seeking behaviour of affected individuals. We hope that changes of social norms at the community level can eventually lead to societal macro-level changes with modification and enhancement of institutional norms. We use an SSM approach to design a meso-level, midstream intervention to alleviate societal stigma that deters help-seeking of mentally depressed students in an educational institution. We use survey methods for data collection and Tobit regression for data analysis to empirically test our meso-intervention against two other micro-level interventions. Our hypothesis that stigmatized individuals are more likely to avail of wellbeing-related services offered by a platform based on an SSM, meso-intervention rather than by one that does not adopt such a strategy is empirically supported strongly ([Formula: see text]). A meso-level intervention is an essential prerequisite to bring about macro-level changes to address stigma attached to mental health issues. As a practical matter, changes of social norms at the community level have a strong potential for bringing about societal macro-level changes with modifications and enhancements of institutional norms and eventual micro-level help-seeking behavior.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139390919","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-30DOI: 10.1177/15245004231210854
Carolyn Lagoe, Derek Newcomer
Background Unintentional and preventable workplace injuries are a common occurrence across employment contexts. Campaign and intervention initiatives are often implemented to promote health and safety in the workplace. However, to date, scarce research has reviewed the manner in which social marketing principles have been used to inform these efforts. Focus of Article The current review seeks to address this gap by completing a systematic review of occupational health and safety interventions that utilize social marketing approaches. Research Question This review sought to identify key trends and characteristics across occupational health and safety social marketing efforts such as what topics, theories, and design characteristics are most often used to inform these initiatives. The review also sought to determine how effective social marketing tactics were in promoting behavior change. Method In total, 4,354 article titles and abstracts were reviewed across four databases. Ultimately, 11 articles reviewed met the set inclusion criteria, were reviewed, and subsequently analyzed. Results Results indicated that social marketing interventions typically addressed behaviors related to construction safety, agricultural safety, and safety within healthcare environments. While little continuity existed among information dissemination approaches specified, it was clear that many interventions used some form of traditional media (e.g., print, radio, etc.) as a mainstay of their approach. Further, most were effective in promoting behavior change. Importance to the Social Marketing Field While this review identified vital information relating to the development and implementation of occupational health and safety initiatives, clear gaps exist in how key campaign elements, messaging approaches, and strategies are documented in the literature. Recommendations for Research and Practice Practitioners can and should use information identified from this review to guide the development of social marketing interventions. Further, this work also provides important guidance on best practices for documenting features and outcomes of future social marketing efforts.
{"title":"A Systematic Review of Social Marketing Interventions Promoting Occupational Health and Safety","authors":"Carolyn Lagoe, Derek Newcomer","doi":"10.1177/15245004231210854","DOIUrl":"https://doi.org/10.1177/15245004231210854","url":null,"abstract":"Background Unintentional and preventable workplace injuries are a common occurrence across employment contexts. Campaign and intervention initiatives are often implemented to promote health and safety in the workplace. However, to date, scarce research has reviewed the manner in which social marketing principles have been used to inform these efforts. Focus of Article The current review seeks to address this gap by completing a systematic review of occupational health and safety interventions that utilize social marketing approaches. Research Question This review sought to identify key trends and characteristics across occupational health and safety social marketing efforts such as what topics, theories, and design characteristics are most often used to inform these initiatives. The review also sought to determine how effective social marketing tactics were in promoting behavior change. Method In total, 4,354 article titles and abstracts were reviewed across four databases. Ultimately, 11 articles reviewed met the set inclusion criteria, were reviewed, and subsequently analyzed. Results Results indicated that social marketing interventions typically addressed behaviors related to construction safety, agricultural safety, and safety within healthcare environments. While little continuity existed among information dissemination approaches specified, it was clear that many interventions used some form of traditional media (e.g., print, radio, etc.) as a mainstay of their approach. Further, most were effective in promoting behavior change. Importance to the Social Marketing Field While this review identified vital information relating to the development and implementation of occupational health and safety initiatives, clear gaps exist in how key campaign elements, messaging approaches, and strategies are documented in the literature. Recommendations for Research and Practice Practitioners can and should use information identified from this review to guide the development of social marketing interventions. Further, this work also provides important guidance on best practices for documenting features and outcomes of future social marketing efforts.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136070181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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