Pub Date : 2023-04-18DOI: 10.1177/15245004231171888
Zivai M. Machaka-Mare, M. Mpinganjira, D. Maduku
Background Binge drinking is a social problem that is highly prevalent in South Africa, particularly among the youth. The behaviour has negative consequences on the health of individuals and society. Focus of the Article This empirical study drew from the Theory of planned behaviour and decomposed the theory’s determinants of intention into two components each, to investigate intention to quit binge drinking. Social support from the Social cognitive theory was also investigated as a determinant of intention to quit. Furthermore, the study investigates the determinants quitting binge drinking behaviour. Research Hypotheses The study proposed that attitude (affective and instrumental); subjective norms (injunctive and descriptive), perceived behavioural control (self-efficacy and perceived controllability) and social support positively and significantly predict intention to quit binge drinking. Intention, perceived controllability and self-efficacy were hypothesised to predict actual behaviour of quitting binge drinking. Importance to the Social Marketing Field This study contributes theoretical knowledge through the use of an extended TPB model that focuses on the desired behaviour of quitting binge drinking and provides specific determinants that social marketers can use when designing interventions. The two-component TPB used in the study also provides social marketers distinctive and specific knowledge on which aspects from the original one component significantly influence the intention to quit. The implications are discussed from a social marketing perspective. Methods A cross-sectional, quantitative online survey was used to collect data from a convenient sample of 810 respondents. Partial Least Squares Structural equation modelling was used to analyse the data including testing the hypothesis and age group–based multigroup analysis. Results Instrumental attitude, injunctive norms, descriptive norms, self-efficacy and social support were found to significantly and positively predict intention to quit binge drinking explaining 49.2% variance in intention. However, the influence of affective attitude was negative and insignificant. Intention and self-efficacy positively explained 16.2% of variance in behaviour. Recommendations for Research/Practice It is recommended that social marketers focus on instrumental attitude injunctive, descriptive norms, self-efficacy as well as social support when designing interventions to promote quitting binge drinking behaviour. Limitations The main limitation of the study is it provides a broad ranging overview which calls for more experimental efforts to be done on the ground for practitioners promoting positive behaviour change.
{"title":"Understanding Binge Drinking Quitting Intention and Behaviour Using an Extended TPB","authors":"Zivai M. Machaka-Mare, M. Mpinganjira, D. Maduku","doi":"10.1177/15245004231171888","DOIUrl":"https://doi.org/10.1177/15245004231171888","url":null,"abstract":"Background Binge drinking is a social problem that is highly prevalent in South Africa, particularly among the youth. The behaviour has negative consequences on the health of individuals and society. Focus of the Article This empirical study drew from the Theory of planned behaviour and decomposed the theory’s determinants of intention into two components each, to investigate intention to quit binge drinking. Social support from the Social cognitive theory was also investigated as a determinant of intention to quit. Furthermore, the study investigates the determinants quitting binge drinking behaviour. Research Hypotheses The study proposed that attitude (affective and instrumental); subjective norms (injunctive and descriptive), perceived behavioural control (self-efficacy and perceived controllability) and social support positively and significantly predict intention to quit binge drinking. Intention, perceived controllability and self-efficacy were hypothesised to predict actual behaviour of quitting binge drinking. Importance to the Social Marketing Field This study contributes theoretical knowledge through the use of an extended TPB model that focuses on the desired behaviour of quitting binge drinking and provides specific determinants that social marketers can use when designing interventions. The two-component TPB used in the study also provides social marketers distinctive and specific knowledge on which aspects from the original one component significantly influence the intention to quit. The implications are discussed from a social marketing perspective. Methods A cross-sectional, quantitative online survey was used to collect data from a convenient sample of 810 respondents. Partial Least Squares Structural equation modelling was used to analyse the data including testing the hypothesis and age group–based multigroup analysis. Results Instrumental attitude, injunctive norms, descriptive norms, self-efficacy and social support were found to significantly and positively predict intention to quit binge drinking explaining 49.2% variance in intention. However, the influence of affective attitude was negative and insignificant. Intention and self-efficacy positively explained 16.2% of variance in behaviour. Recommendations for Research/Practice It is recommended that social marketers focus on instrumental attitude injunctive, descriptive norms, self-efficacy as well as social support when designing interventions to promote quitting binge drinking behaviour. Limitations The main limitation of the study is it provides a broad ranging overview which calls for more experimental efforts to be done on the ground for practitioners promoting positive behaviour change.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"107 - 126"},"PeriodicalIF":3.0,"publicationDate":"2023-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47256409","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 : 2023-01-26DOI: 10.1177/15245004231153085
Katie M. Abrams, Amanda L. Molder, Paige Nankey, Kirsten M. Leong
Background The practice of viewing animals in captivity is losing popularity among tourists, who would rather observe wildlife in their natural environments. A laudable sustainability goal is to provide enjoyable viewing possibilities while also protecting wildlife. Focus of the Article This study tested a social marketing campaign that promoted replacement behaviors against standard regulatory signage in persuading individuals to follow the viewing distance guideline for Hawaiian green sea turtles. The characteristics of one of the study sites also offered the opportunity to study the impacts of symbolic barriers (e.g., rock walls, orange safety cones) and enforcement from authority-like figures on people’s compliance. Research Questions The study addresses three research questions: (1) Can a social marketing-based approach encourage respectful wildlife viewing? (2) How does the approach compare to one providing simplistic information about the behavior and associated laws? (3) How do symbolic barriers and enforcement by authority-like figures add impact to influencing respectful wildlife viewing? Program Design/Approach The “Amazing from Afar” campaign was designed with insights from federal wildlife managers, existing literature on tourists’ psychology and goals, and key informant interviews with local residents. The campaign promoted replacement behaviors of taking forced perspective photos of sea turtles and was evaluated alongside other techniques to encourage respectful viewing. Importance to the Social Marketing Field This article demonstrates the effectiveness of social marketing for nature-based recreation, an under-served area where interest in approaches focused on behavior change is emerging. The study documents improved compliance with wildlife viewing distances using a social marketing approach compared to the more standard approach of stating rules/laws and putting up symbolic barriers. Plus, it illustrates how symbolic barriers and enforcement can enhance impact. Methods Research took place over two studies, one on Oahu (n = 1,437) and one on the Island of Hawai‘i (n = 10,217) using a quasi-experimental design where the control conditions reflected existing efforts at the site. Using naturalistic observation, we categorized and counted people at various distances from basking sea turtles before and during the social marketing campaign. Results Findings showed regulatory information signs located near the sea turtles positively impacted people’s compliance with the viewing distance guideline, and the social marketing campaign improved compliance even further. The symbolic barrier could help or hurt compliance depending on how close sea turtles got to its edges, but compliance was over 90% with the social marketing campaign in place. Recommendations Natural resource managers and conservationists should carefully consider how regulations/enforcement, environmental design, and marketing can work together to achieve wildlife protectio
{"title":"Encouraging Respectful Wildlife Viewing Among Tourists: Roles for Social Marketing, Regulatory Information, Symbolic Barriers, and Enforcement","authors":"Katie M. Abrams, Amanda L. Molder, Paige Nankey, Kirsten M. Leong","doi":"10.1177/15245004231153085","DOIUrl":"https://doi.org/10.1177/15245004231153085","url":null,"abstract":"Background The practice of viewing animals in captivity is losing popularity among tourists, who would rather observe wildlife in their natural environments. A laudable sustainability goal is to provide enjoyable viewing possibilities while also protecting wildlife. Focus of the Article This study tested a social marketing campaign that promoted replacement behaviors against standard regulatory signage in persuading individuals to follow the viewing distance guideline for Hawaiian green sea turtles. The characteristics of one of the study sites also offered the opportunity to study the impacts of symbolic barriers (e.g., rock walls, orange safety cones) and enforcement from authority-like figures on people’s compliance. Research Questions The study addresses three research questions: (1) Can a social marketing-based approach encourage respectful wildlife viewing? (2) How does the approach compare to one providing simplistic information about the behavior and associated laws? (3) How do symbolic barriers and enforcement by authority-like figures add impact to influencing respectful wildlife viewing? Program Design/Approach The “Amazing from Afar” campaign was designed with insights from federal wildlife managers, existing literature on tourists’ psychology and goals, and key informant interviews with local residents. The campaign promoted replacement behaviors of taking forced perspective photos of sea turtles and was evaluated alongside other techniques to encourage respectful viewing. Importance to the Social Marketing Field This article demonstrates the effectiveness of social marketing for nature-based recreation, an under-served area where interest in approaches focused on behavior change is emerging. The study documents improved compliance with wildlife viewing distances using a social marketing approach compared to the more standard approach of stating rules/laws and putting up symbolic barriers. Plus, it illustrates how symbolic barriers and enforcement can enhance impact. Methods Research took place over two studies, one on Oahu (n = 1,437) and one on the Island of Hawai‘i (n = 10,217) using a quasi-experimental design where the control conditions reflected existing efforts at the site. Using naturalistic observation, we categorized and counted people at various distances from basking sea turtles before and during the social marketing campaign. Results Findings showed regulatory information signs located near the sea turtles positively impacted people’s compliance with the viewing distance guideline, and the social marketing campaign improved compliance even further. The symbolic barrier could help or hurt compliance depending on how close sea turtles got to its edges, but compliance was over 90% with the social marketing campaign in place. Recommendations Natural resource managers and conservationists should carefully consider how regulations/enforcement, environmental design, and marketing can work together to achieve wildlife protectio","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"67 - 86"},"PeriodicalIF":3.0,"publicationDate":"2023-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45863636","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 : 2023-01-25DOI: 10.1177/15245004231153951
Adaline M Buerck, M. Khaliq, Rinah Rakotondrazaka, Lova Rakotoarisoa, Luke John Paul Barrett, S. Sommariva, J. Mihelcic
Background and Situation Analysis The importance of Water Sanitation and Hygiene (WASH) projects for the protection of health is embedded in the sustainable development goals. However, within the development and humanitarian fields sustainability of WASH projects is still a challenge with 30–50% of projects failing within two to five years of implementation. Though failure is not linked to any one source, a common theme speaks to a greater need for community engagement and integration of the wants and needs of the end-user in the design process. Social marketing, with its focus on the consumer and use of commercial marketing strategies to achieve behavior change is a promising approach that can be integrated into ongoing WASH initiatives to meet program outcomes and to achieve long-term sustainability. Priority audience Primary audience includes technicians who manufacture and repair pitcher pumps. Secondary audience includes community members in Toamasina, Madagascar, who will experience a decrease in exposure to lead through their water supply. Behavioral objectives Decrease exposure to lead (Pb) introduced through the use of a decentralized, self-supply water system, the pitcher pump. Specifically, decrease use of leaded components in the manufacturing and repair of pitcher-pumps Strategy/Intervention Development of the intervention followed the social marketing process including conducting a situational analysis, identification and selection of a behavioral focus and priority population, formative research, development of an integrated marketing strategy, pretesting the strategy, followed by campaign implementation, and monitoring and evaluation. An intervention focused on building a sense of community and introducing the element of professionalism for the pump manufacturers was developed, consisting of personalized one-on-one outreach to raise awareness of the health topic, followed by skill building trainings on how to make the switch to non-leaded components. This was coupled with tangible products that created a new professional network, documentation of work, and backing of work by trusted government entities. Evaluation Methods and Results Using the theory of planned behavior, a pre/post-test summative evaluation was developed. Preliminary results indicate that pump technicians no longer use lead in pumps unless specifically requested by the pump owners. These results indicate a positive shift towards the use of lead-free components with project follow-up and analysis ongoing. Recommendations for Social Marketing Practice Use of social marketing within the WASH sector is lacking. This paper demonstrates the integration of social marketing in an ongoing WASH project. Through a description of each step of the process, our experiences in implementing it and the lessons learned, we hope to guide future integration. Additionally, this paper demonstrates the convergence of engineers and social marketers working collaboratively on an interdisc
{"title":"Convergence of Social Marketing and Engineering: A Lead Mitigation Study in Madagascar","authors":"Adaline M Buerck, M. Khaliq, Rinah Rakotondrazaka, Lova Rakotoarisoa, Luke John Paul Barrett, S. Sommariva, J. Mihelcic","doi":"10.1177/15245004231153951","DOIUrl":"https://doi.org/10.1177/15245004231153951","url":null,"abstract":"Background and Situation Analysis The importance of Water Sanitation and Hygiene (WASH) projects for the protection of health is embedded in the sustainable development goals. However, within the development and humanitarian fields sustainability of WASH projects is still a challenge with 30–50% of projects failing within two to five years of implementation. Though failure is not linked to any one source, a common theme speaks to a greater need for community engagement and integration of the wants and needs of the end-user in the design process. Social marketing, with its focus on the consumer and use of commercial marketing strategies to achieve behavior change is a promising approach that can be integrated into ongoing WASH initiatives to meet program outcomes and to achieve long-term sustainability. Priority audience Primary audience includes technicians who manufacture and repair pitcher pumps. Secondary audience includes community members in Toamasina, Madagascar, who will experience a decrease in exposure to lead through their water supply. Behavioral objectives Decrease exposure to lead (Pb) introduced through the use of a decentralized, self-supply water system, the pitcher pump. Specifically, decrease use of leaded components in the manufacturing and repair of pitcher-pumps Strategy/Intervention Development of the intervention followed the social marketing process including conducting a situational analysis, identification and selection of a behavioral focus and priority population, formative research, development of an integrated marketing strategy, pretesting the strategy, followed by campaign implementation, and monitoring and evaluation. An intervention focused on building a sense of community and introducing the element of professionalism for the pump manufacturers was developed, consisting of personalized one-on-one outreach to raise awareness of the health topic, followed by skill building trainings on how to make the switch to non-leaded components. This was coupled with tangible products that created a new professional network, documentation of work, and backing of work by trusted government entities. Evaluation Methods and Results Using the theory of planned behavior, a pre/post-test summative evaluation was developed. Preliminary results indicate that pump technicians no longer use lead in pumps unless specifically requested by the pump owners. These results indicate a positive shift towards the use of lead-free components with project follow-up and analysis ongoing. Recommendations for Social Marketing Practice Use of social marketing within the WASH sector is lacking. This paper demonstrates the integration of social marketing in an ongoing WASH project. Through a description of each step of the process, our experiences in implementing it and the lessons learned, we hope to guide future integration. Additionally, this paper demonstrates the convergence of engineers and social marketers working collaboratively on an interdisc","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"87 - 104"},"PeriodicalIF":3.0,"publicationDate":"2023-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42436433","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 : 2023-01-24DOI: 10.1177/15245004221150796
Casey Frechette, Stephen Diasio, Michael Luckett, Philip J. Trocchia, S. Natali
Background Immersive technology holds significant promise for social marketers, but much remains unknown about how best to incorporate these materials into campaigns. To clarify the value of virtual reality and 360-degree video to social marketing, we focused on the impact of media modality on behaviors and attitudes toward the homeless. Focus of the Article This article explores the suitability of immersive technology in social marketing campaigns by comparing how four media modalities [Text & Photos, 2D Video, interactive 360-degree Video, and Virtual Reality (VR)], as well an interactive 360-degree Video control group, impact participants’ intent to help and attitudes toward the homeless. The modalities vary by level of immersiveness, which we characterize based on three dimensions: physicality, vividness, and interactivity. Findings show that VR can change attitudes and behaviors and could be used to increase donations, support for societal initiatives to address homelessness, and other helpful behaviors. Hypotheses H1: The greater the level of media immersiveness, the more positively behavioral intentions toward the homeless are affected. H2: The greater the level of media immersiveness, the more positively attitudes toward the homeless are affected. Importance to the Social Marketing Field Virtual reality seems to hold particular promise in influencing audience attitudes and behavioral intentions. Social marketers need to understand the strategic value of VR as an emerging technology within the context of broader marketing campaigns. VR’s potential to create an immersive media experience positions it as a strategic tool for social marketers to impact target markets and stakeholders. Methods We used a pretest and post-test experimental method focused on first-person narratives of homelessness. An 11-item ATHI Short-Form scale was used to measure attitudes toward the homeless, and selected items from the Experience with Homelessness Scale were used to measure ‘intent to help’ homeless individuals. After a pretest, 461 participants were assigned to one of five treatment conditions: Text & Photos, 2D Video, 360-degree Video, and VR Headset Video, as well a 360-degree Video control group. Results In the VR condition, both ‘intent to help’ and Societal Causation, a subcomponent of attitudes toward the homeless, were significantly higher (p < .05) than all other conditions. The mean intent to help score for the VR condition was 36.05 (out of 55), compared to 32.25 for the next-highest condition. These results indicate that VR may be a viable tool for social marketers to enact positive change among targeted stakeholders. Recommendations for Research or Practice Our findings show how technology can be used as a force for social change. VR demonstrates the potential to foster public support by building a bridge connecting those experiencing homelessness with those who have the desire to help. As such, we recommend the use of homeless stories using VR
{"title":"Immersive Technology as a Social Marketing Tool: Exploring the Impact of 360-Video & Virtual Reality on Intent to Help and Attitudes Toward the Homeless","authors":"Casey Frechette, Stephen Diasio, Michael Luckett, Philip J. Trocchia, S. Natali","doi":"10.1177/15245004221150796","DOIUrl":"https://doi.org/10.1177/15245004221150796","url":null,"abstract":"Background Immersive technology holds significant promise for social marketers, but much remains unknown about how best to incorporate these materials into campaigns. To clarify the value of virtual reality and 360-degree video to social marketing, we focused on the impact of media modality on behaviors and attitudes toward the homeless. Focus of the Article This article explores the suitability of immersive technology in social marketing campaigns by comparing how four media modalities [Text & Photos, 2D Video, interactive 360-degree Video, and Virtual Reality (VR)], as well an interactive 360-degree Video control group, impact participants’ intent to help and attitudes toward the homeless. The modalities vary by level of immersiveness, which we characterize based on three dimensions: physicality, vividness, and interactivity. Findings show that VR can change attitudes and behaviors and could be used to increase donations, support for societal initiatives to address homelessness, and other helpful behaviors. Hypotheses H1: The greater the level of media immersiveness, the more positively behavioral intentions toward the homeless are affected. H2: The greater the level of media immersiveness, the more positively attitudes toward the homeless are affected. Importance to the Social Marketing Field Virtual reality seems to hold particular promise in influencing audience attitudes and behavioral intentions. Social marketers need to understand the strategic value of VR as an emerging technology within the context of broader marketing campaigns. VR’s potential to create an immersive media experience positions it as a strategic tool for social marketers to impact target markets and stakeholders. Methods We used a pretest and post-test experimental method focused on first-person narratives of homelessness. An 11-item ATHI Short-Form scale was used to measure attitudes toward the homeless, and selected items from the Experience with Homelessness Scale were used to measure ‘intent to help’ homeless individuals. After a pretest, 461 participants were assigned to one of five treatment conditions: Text & Photos, 2D Video, 360-degree Video, and VR Headset Video, as well a 360-degree Video control group. Results In the VR condition, both ‘intent to help’ and Societal Causation, a subcomponent of attitudes toward the homeless, were significantly higher (p < .05) than all other conditions. The mean intent to help score for the VR condition was 36.05 (out of 55), compared to 32.25 for the next-highest condition. These results indicate that VR may be a viable tool for social marketers to enact positive change among targeted stakeholders. Recommendations for Research or Practice Our findings show how technology can be used as a force for social change. VR demonstrates the potential to foster public support by building a bridge connecting those experiencing homelessness with those who have the desire to help. As such, we recommend the use of homeless stories using VR","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"45 - 66"},"PeriodicalIF":3.0,"publicationDate":"2023-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46669545","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 : 2023-01-03DOI: 10.1177/15245004221150222
A. Muposhi, Miriam Mugwati, Rukudzo Mawere
Background Plastic waste is a growing social and environmental problem in developing economies due to poor waste management infrastructure and improper disposal behaviours. This study explores how ecopreneurship can be embedded as a long-term strategy for managing plastic waste in Zimbabwe. Focus of the Article This study focuses on Zimbabwe, a developing country that is grappling with plastic waste. Value-in-behaviour perceptions of plastic waste ecopreneurs were explored. Research Questions This study attempts to answer the following questions: (1) What are the specific set of values that motivate ecopreneurs to start ecopreneurial ventures in Zimbabwe? (2) What are the challenges confronting ecopreneurs in Zimbabwe? (3) What is the potential role of social marketing as a strategy intervention to embed ecopreneurial behaviour in Zimbabwe? Importance to the Social Marketing Field This study extends the value-in-behaviour theory to deepen the current understanding of the relationship between ecopreneurship and social marketing in the context of a developing economy. Methods A qualitative research method was employed. Twenty-one in-depth interviews were conducted with ecopreneurs in Zimbabwe involved in plastic waste collection, recycling and eco-innovations. Interview data was analysed using thematic analysis. Findings Economic value, social value and ecological value emerged as the major value perceptions that motivate ecopreneurs. Funding, limited availability of plastic waste management infrastructure, low market value affixed to eco-innovations, derogatory connotations associated with waste collection and lack of community based support in sorting plastic waste were identified as the major stumbling blocks. Recommendations for Research or Practice Social marketing interventions for embedding ecopreneurial behaviour in Zimbabwe are proposed. Ecopreneurship may be promoted by disseminating educational messages that emphasize on economic, social and ecological benefits. Challenges confronting ecopreneurs such as lack of funding and plastic waste management infrastructure need to be addressed. Limitations This study focused only on ecopreneurs in plastic waste management. Thus, the findings cannot be generalised to ecopreneurs involved in other forms of ecopreneurship. Secondly, the study was conducted in a developing economy where waste collection infrastructure is limited.
{"title":"Embedding Ecopreneurial Behaviour: Proposed Social Marketing Interventions From Value-In-Behaviour Perceptions of Plastic Waste Ecopreneurs","authors":"A. Muposhi, Miriam Mugwati, Rukudzo Mawere","doi":"10.1177/15245004221150222","DOIUrl":"https://doi.org/10.1177/15245004221150222","url":null,"abstract":"Background Plastic waste is a growing social and environmental problem in developing economies due to poor waste management infrastructure and improper disposal behaviours. This study explores how ecopreneurship can be embedded as a long-term strategy for managing plastic waste in Zimbabwe. Focus of the Article This study focuses on Zimbabwe, a developing country that is grappling with plastic waste. Value-in-behaviour perceptions of plastic waste ecopreneurs were explored. Research Questions This study attempts to answer the following questions: (1) What are the specific set of values that motivate ecopreneurs to start ecopreneurial ventures in Zimbabwe? (2) What are the challenges confronting ecopreneurs in Zimbabwe? (3) What is the potential role of social marketing as a strategy intervention to embed ecopreneurial behaviour in Zimbabwe? Importance to the Social Marketing Field This study extends the value-in-behaviour theory to deepen the current understanding of the relationship between ecopreneurship and social marketing in the context of a developing economy. Methods A qualitative research method was employed. Twenty-one in-depth interviews were conducted with ecopreneurs in Zimbabwe involved in plastic waste collection, recycling and eco-innovations. Interview data was analysed using thematic analysis. Findings Economic value, social value and ecological value emerged as the major value perceptions that motivate ecopreneurs. Funding, limited availability of plastic waste management infrastructure, low market value affixed to eco-innovations, derogatory connotations associated with waste collection and lack of community based support in sorting plastic waste were identified as the major stumbling blocks. Recommendations for Research or Practice Social marketing interventions for embedding ecopreneurial behaviour in Zimbabwe are proposed. Ecopreneurship may be promoted by disseminating educational messages that emphasize on economic, social and ecological benefits. Challenges confronting ecopreneurs such as lack of funding and plastic waste management infrastructure need to be addressed. Limitations This study focused only on ecopreneurs in plastic waste management. Thus, the findings cannot be generalised to ecopreneurs involved in other forms of ecopreneurship. Secondly, the study was conducted in a developing economy where waste collection infrastructure is limited.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"28 - 44"},"PeriodicalIF":3.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42903462","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 : 2022-12-08DOI: 10.1177/15245004221144992
Francisco Leite, Leandro L. Batista
Background This conceptual paper is an invitation to reflection and action, and is especially targeted to social marketing researchers and professionals to sensitize and engage in recent efforts to break with the limited and low coverage of investigations and interventions in the field on the topics of racism and anti-racism. Filling this gap is a challenge to be faced by academics and social marketers so that the area can properly connect, understand and contribute to contemporary movements that are challenging society for change. Focus of the Article This study aims to explicate and delineate conceptual approximations between the thinking and practices of social marketing and anti-racism to explore the observation of points of dialogue and potential, while the articulation of these approaches can accelerate and strengthen positive social changes. Research Questions What is anti-racism? What aspects and actions circumscribe and contribute to integrating anti-racism and social marketing knowledge? How can this articulation support the analysis and development of anti-racist social marketing strategies and interventions? Importance to the Social Marketing Field This paper contributes to encourage an expansion of mentality, knowledge and behavior related to racial issues and social marketing, and to stimulate ideas that, supported by anti-racism studies and interventions, provide paths that can be continuously adopted in the research, design and implementation of social marketing initiatives. Methods This conceptual article is organized by a literature survey, from sources such as recent meta-analyses, reviews and experimental studies from marketing, communication, education, and social and cognitive psychology, in order to understand the conceptual aspects of racism and anti-racism and their expressions in the contemporary world. Also, there are some case and practice suggestions on how anti-racism and social marketing can be aligned to address racism. The literature explored in this article is published in English and Portuguese. Results The anti-racism aspects presented in this text cover and provide paths that can be useful and explored in different directions in social marketing research and practice. From this perspective, the shared conceptual organization can also support academics and professionals in the area, unfamiliar with studies on racism and anti-racism expressions, to integrate these concepts in their research, plans and programs of intervention or review in these activities. Recommendations for Research or Practice The reported case and practice suggestions are not analyzed in depth. However, this is a task that should be developed critically and with more attention in future works, considering the developments, metrics, sustainability, backlash effects, and effectiveness or not of recent initiatives. More broadly, it is also pointed out that anti-racist commitments and initiatives of companies’ diversity and inclusion programs, s
{"title":"Anti-Racism and Social Marketing: Paths for Research and Intervention","authors":"Francisco Leite, Leandro L. Batista","doi":"10.1177/15245004221144992","DOIUrl":"https://doi.org/10.1177/15245004221144992","url":null,"abstract":"Background This conceptual paper is an invitation to reflection and action, and is especially targeted to social marketing researchers and professionals to sensitize and engage in recent efforts to break with the limited and low coverage of investigations and interventions in the field on the topics of racism and anti-racism. Filling this gap is a challenge to be faced by academics and social marketers so that the area can properly connect, understand and contribute to contemporary movements that are challenging society for change. Focus of the Article This study aims to explicate and delineate conceptual approximations between the thinking and practices of social marketing and anti-racism to explore the observation of points of dialogue and potential, while the articulation of these approaches can accelerate and strengthen positive social changes. Research Questions What is anti-racism? What aspects and actions circumscribe and contribute to integrating anti-racism and social marketing knowledge? How can this articulation support the analysis and development of anti-racist social marketing strategies and interventions? Importance to the Social Marketing Field This paper contributes to encourage an expansion of mentality, knowledge and behavior related to racial issues and social marketing, and to stimulate ideas that, supported by anti-racism studies and interventions, provide paths that can be continuously adopted in the research, design and implementation of social marketing initiatives. Methods This conceptual article is organized by a literature survey, from sources such as recent meta-analyses, reviews and experimental studies from marketing, communication, education, and social and cognitive psychology, in order to understand the conceptual aspects of racism and anti-racism and their expressions in the contemporary world. Also, there are some case and practice suggestions on how anti-racism and social marketing can be aligned to address racism. The literature explored in this article is published in English and Portuguese. Results The anti-racism aspects presented in this text cover and provide paths that can be useful and explored in different directions in social marketing research and practice. From this perspective, the shared conceptual organization can also support academics and professionals in the area, unfamiliar with studies on racism and anti-racism expressions, to integrate these concepts in their research, plans and programs of intervention or review in these activities. Recommendations for Research or Practice The reported case and practice suggestions are not analyzed in depth. However, this is a task that should be developed critically and with more attention in future works, considering the developments, metrics, sustainability, backlash effects, and effectiveness or not of recent initiatives. More broadly, it is also pointed out that anti-racist commitments and initiatives of companies’ diversity and inclusion programs, s","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"29 1","pages":"3 - 27"},"PeriodicalIF":3.0,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49327744","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 : 2022-10-22DOI: 10.1177/15245004221136334
P. Kotler
The purpose of commercial marketing is to sell products that satisfy customers’ needs at a profit, without judging the rightfulness of those needs. Social marketing’s purpose is to modify or change consumer needs when they are harmful to the person, other persons, or society. Social marketing therefore acts as a corrective to harmful commercial marketing practices. With the rise of sustainability concerns, social marketing takes on the additional objective of urging persons in advanced nations to reduce their consumption on the grounds of “less is more.” Social marketers will mount more campaigns to discourage water consumption, beef consumption, heavy packaging with plastics, and so on. To preserve the planet, an emerging goal of social marketing is Degrowth.
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Pub Date : 2022-10-19DOI: 10.1177/15245004221136223
Isaac Nahon-Serfaty
Background To counter the effects of radicalization, we should first understand the persuasion mechanisms used by fundamentalist organizations to reach and engage with potential candidates to religious radicalization, particularly in Western societies. Focus of the Article The paper analyzes ISIS and Al-Qeada (AQ) propaganda as grotesque transparency strategy, with particular attention to the so-called “Islamic State.” Research Questions The main research question guiding this case study is: how the “grotesque transparency” strategy is articulated in the context of radicalization propaganda by Islamist terrorist organizations? The secondary research question is: how the understanding of the “grotesque transparency” strategy could inform social marketing and policy initiatives to counter the effects of such propaganda? Importance to the Social Marketing Field The novelty of grotesque transparency in the context of digital networks lies in the ease with which potentially everyone can be a propagandist, transforming the strategic prescriptions of the organized terrorist into an individual “creative” tactic or action. In this context of media fragmentation, the notion of social marketing as mainly a strategic endeavor to favor general change of attitudes and behaviors may be reconsidered as a more dialogic and individualized interaction to understand the expectations, needs and ideas of the “tribal groups.” Methods By applying the “aquarium metaphor”, the author describes the narrative of such radical groups, including the visual elements that are key in the case of grotesque transparency in the digital media ecosystem. Results The visually grotesque gives meaning to events in a world of excess, fragmentation, and disenchantment. The language of the ocular reduces ambiguity, privileges the concrete, and facilitates moral judgments. It has become a way of “knowing” based on emotion. Recommendations for Practice Social marketing experts and officers might reconsider the very notion of strategy when trying to counter the effects of grotesque transparency radical propaganda among certain groups of the population, moving beyond the more traditional approach of control-command to a more open and interactive process to engage in a dialogue and connect with individuals, their families and peers through strategizing. Limitations The analysis presented here of the Islamist terrorist propaganda is based on a literature review and some empirical research. The question of reception and tactical appropriation by some groups remains an important area to be explored in future research.
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Pub Date : 2022-10-19DOI: 10.1177/15245004221136337
M. Akbar, J. French
{"title":"A Reflection on the 7th World Social Marketing Conference (2022)","authors":"M. Akbar, J. French","doi":"10.1177/15245004221136337","DOIUrl":"https://doi.org/10.1177/15245004221136337","url":null,"abstract":"","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"271 - 273"},"PeriodicalIF":3.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47412248","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 : 2022-10-13DOI: 10.1177/15245004221134208
E. Y. Tweneboah-Koduah, I. Coffie
Background SARS-CoV-2 (the virus that causes COVID-19) has spread to almost every area globally, infecting millions and killing millions. Several measures have been instituted across the globe to reduce the spread of the pandemic. However, the traditional strategies employed by governments and other stakeholders to tackle COVIT-19 pandemic have not been effective in changing behaviour. Focus The study sought to investigate the influence of social marketing on eliciting voluntary adoption of Covid-19 safety behaviours during and beyond the coronavirus pandemic by integrating two behavioural change theories. Key Hypotheses the study tested the following key hypotheses: perceived susceptibility of the Covid-19 pandemic will have significant influence on motivation to engage in safety behaviour, perceived severity to the Covid-19 pandemic will have significant impact on motivation to perform the Covid-19 safety behaviours, perceived benefits for engaging in the Covid-19 safety behaviours will significantly influence motivation to engage in the safety behaviours, perceived efficacy of the safety measures to prevent Covid-19 will have positive and significant impact on motivation to engage in the safety behaviours, there is a positive association between confidence in ability to perform the safety behaviours (self-efficacy) and motivation to perform the safety behaviours, there is a positive connection between cues to action and motivation to perform the Covid-19 safety behaviours and there is a negative relationship between perceived barriers and motivation to engage in the Covid-19 safety behaviours and Motivation to perform the Covid-19 safety behaviours will result in the actual performance of behaviour to wash hand frequently, avoid handshaking, social distance, and wear a facemask. Methods The data was collected from 540 respondents in Ghana and the hypothesised relationships analysed using partial least squares structural equation modeling (PLS-SEM). Results The study found a strong positive and significant relationship between motivation to engage in the safety behaviours and actual performance of the behaviour. The result further shows severity, perceived benefit, response efficacy, perceived barriers, cues to action, and self-efficacy as antecedents for motivation to engage in the safety behaviours during and after the pandemic. There was however, an insignificant relationship between perceived susceptibility and motivation to engage in the safety behaviours. Importance to Social Marketing Field The contribution of this research among others to the field of social marketing constitutes an extension of previous theories that will expand generalisations or fine-tune the theoretical propositions. It is worth mentioning that although the health belief model has been empirically proven for its predictive ability to explain a significant amount of variance in health-related behaviours, integrating response efficacy and motivation from the protectio
{"title":"Social Distancing, Hand Washing and Handshaking Behaviour During and Beyond Coronavirus Pandemic: A Social Marketing Perspective","authors":"E. Y. Tweneboah-Koduah, I. Coffie","doi":"10.1177/15245004221134208","DOIUrl":"https://doi.org/10.1177/15245004221134208","url":null,"abstract":"Background SARS-CoV-2 (the virus that causes COVID-19) has spread to almost every area globally, infecting millions and killing millions. Several measures have been instituted across the globe to reduce the spread of the pandemic. However, the traditional strategies employed by governments and other stakeholders to tackle COVIT-19 pandemic have not been effective in changing behaviour. Focus The study sought to investigate the influence of social marketing on eliciting voluntary adoption of Covid-19 safety behaviours during and beyond the coronavirus pandemic by integrating two behavioural change theories. Key Hypotheses the study tested the following key hypotheses: perceived susceptibility of the Covid-19 pandemic will have significant influence on motivation to engage in safety behaviour, perceived severity to the Covid-19 pandemic will have significant impact on motivation to perform the Covid-19 safety behaviours, perceived benefits for engaging in the Covid-19 safety behaviours will significantly influence motivation to engage in the safety behaviours, perceived efficacy of the safety measures to prevent Covid-19 will have positive and significant impact on motivation to engage in the safety behaviours, there is a positive association between confidence in ability to perform the safety behaviours (self-efficacy) and motivation to perform the safety behaviours, there is a positive connection between cues to action and motivation to perform the Covid-19 safety behaviours and there is a negative relationship between perceived barriers and motivation to engage in the Covid-19 safety behaviours and Motivation to perform the Covid-19 safety behaviours will result in the actual performance of behaviour to wash hand frequently, avoid handshaking, social distance, and wear a facemask. Methods The data was collected from 540 respondents in Ghana and the hypothesised relationships analysed using partial least squares structural equation modeling (PLS-SEM). Results The study found a strong positive and significant relationship between motivation to engage in the safety behaviours and actual performance of the behaviour. The result further shows severity, perceived benefit, response efficacy, perceived barriers, cues to action, and self-efficacy as antecedents for motivation to engage in the safety behaviours during and after the pandemic. There was however, an insignificant relationship between perceived susceptibility and motivation to engage in the safety behaviours. Importance to Social Marketing Field The contribution of this research among others to the field of social marketing constitutes an extension of previous theories that will expand generalisations or fine-tune the theoretical propositions. It is worth mentioning that although the health belief model has been empirically proven for its predictive ability to explain a significant amount of variance in health-related behaviours, integrating response efficacy and motivation from the protectio","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"28 1","pages":"288 - 306"},"PeriodicalIF":3.0,"publicationDate":"2022-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43918365","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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