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Addressing Marine Wildlife Entanglement in Derelict Fishing Nets Using Community-Based Social Marketing: Case Study and Lessons Learnt 利用基于社区的社会营销解决废弃渔网中的海洋野生动物纠缠问题:案例研究和经验教训
IF 3 Q3 BUSINESS Pub Date : 2021-11-04 DOI: 10.1177/15245004211053841
M. Sarrouf Willson, Craig Turley, Lamees A. Daar, Hussein Al Masroori, Hussain Al Muscati, Madrak Al Aufi, Asma Al bulushi, S. Al Harthi, A. Willson
Background Entanglement of marine species, particularly endangered sea turtles and cetaceans, in abandoned, lost or otherwise discarded fishing gear is a major conservation concern. Focus of the Article This case study applies Community-Based Social Marketing (CBSM) to reduce marine wildlife net entanglement in the waters surrounding Masirah Island, a marine biodiversity hotspot in Oman. Importance to the Social Marketing Field The study demonstrates the use of social marketing tools in biodiversity conservation, bringing new knowledge to the cross-application of these two fields. Methods The CBSM methodology was applied to select behaviours, identify barriers and benefits, develop strategies and design a pilot study. The responsible disposal of derelict nets in skip bins was selected as the target behaviour, and a mix of behavioural change tools was applied to achieve change: convenience (installation of three skip bins), education (installation of informative signs, distribution of awareness posters, one-to-one engagement with fishers on the beaches), prompts (installation of signs and posters on vessels) and social norms (one-to-one engagement with key influencers and decision makers). The monitoring of behaviour change took place through structured observations over 23 weeks, focussing on the number of nets disposed of in the allocated skip bins. Results Results showed a low level of behaviour adoption rate by skiff and launch vessel fisheries, respectively, 5.36% and 2.58%. Positive results were observed for a short time but did not reach the estimated target value throughout the study period. Recommendations for Research Our pilot study did not lead to broad-scale implementation and we recommend further awareness and engagement with the target audience, trials of various behaviour change tools and increase field monitoring time. We further recommend the application and funding of behaviour change methods applied to fishers with the incorporation of conventional financial, conservation and regulatory tools to support resource management. Limitations Our results show that focussing on specific behaviours with appropriate measurement is both resource and time demanding to solve pressing conservation problems, particularly ones generated by complex industries such as fishing. Various lessons, useful for other social marketers, have been drawn from our evaluation of the overall study.
海洋物种,特别是濒临灭绝的海龟和鲸目动物,被遗弃、丢失或以其他方式丢弃的渔具缠住是一个主要的保护问题。本案例研究应用基于社区的社会营销(CBSM)来减少阿曼海洋生物多样性热点马西拉岛周围水域的海洋野生动物网缠结。该研究展示了社会营销工具在生物多样性保护中的应用,为这两个领域的交叉应用带来了新的知识。方法应用CBSM方法选择行为,识别障碍和利益,制定策略并设计试点研究。以负责任的方式处置废弃的网网被选为目标行为,并应用了一系列行为改变工具来实现改变:便利(安装三个箕箕箱)、教育(安装信息标志、分发宣传海报、与海滩上的渔民一对一接触)、提示(在船上安装标志和海报)和社会规范(与关键影响者和决策者一对一接触)。对行为变化的监测是通过为期23周的结构化观察进行的,重点是在分配的箕斗箱中处置的网的数量。结果结果显示,小艇渔业和快艇渔业的行为采用率较低,分别为5.36%和2.58%。在短时间内观察到阳性结果,但在整个研究期间未达到估计目标值。研究建议我们的试点研究没有导致大规模实施,我们建议进一步提高目标受众的认识和参与,试验各种行为改变工具并增加现场监测时间。我们进一步建议应用和资助适用于渔民的行为改变方法,并结合传统的财政、养护和监管工具,以支持资源管理。我们的研究结果表明,要解决紧迫的保护问题,特别是由渔业等复杂行业产生的问题,关注特定行为并进行适当的测量既需要资源,也需要时间。从我们对整个研究的评估中得出了对其他社会营销人员有用的各种教训。
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引用次数: 3
Role of Corporate Social Marketing Campaigns in Employer Branding: A Study of Campus Engagement Initiatives 企业社会营销活动在雇主品牌塑造中的作用:校园参与计划研究
IF 3 Q3 BUSINESS Pub Date : 2021-11-01 DOI: 10.1177/15245004211053858
Anuj Saini, Gordhan K. Saini, Shaurya Kumar
Background Corporate social marketing (CSM), as a type of corporate social initiative, is considered to be the most effective tool for creating social good through behavioural change. However, the relevance and benefits of CSM in the business context are largely unknown. The understanding of ‘the business case’ of CSM initiatives can provide useful insights to practitioners in this field. In this paper, we study the boundary spanning benefits of CSM in the area of employer branding. Research Questions This research aims to answer one major question: Do CSM campaigns play any role in building an organization’s employer brand? If yes, then how? Further, two associated supplementary questions include (i) how do managers perceive the use of CSM campaigns during campus engagement initiatives? (ii) how do job seekers perceive the use of CSM campaigns in campus engagement initiatives? Methods We use a qualitative research approach to answer the above questions. Using a purposive sampling method, we interviewed 6 managers who manage and 13 management students who attended campus engagement initiatives. The research was carried out in an emerging economy context, namely India, which has had several successful CSM campaigns and is home to the youngest working population, particularly millennials. Results The study shows that CSM leads to three major employer branding outcomes – increasing employer awareness, enhancing employer attractiveness and differentiating an employer from other competing organizations. Students prefer employers who provide them opportunities to work for society and are even willing to accept a lower pay in such organizations. Managers revealed the importance of showcasing CSMs during campus presentations and confirmed the relevance of social causes in employer branding initiatives. Recommendations for Practice The study offers useful insights to human resource managers on the role of CSM campaigns in creating employer awareness and attracting talent during campus engagement. We recommend that CSM campaigns be leveraged during campus engagement sessions for achieving differentiation in a competitive talent market. Lesser-known employers can use CSM campaigns for increasing employer awareness among potential student recruits. Organizations may proactively design and implement CSM campaigns, consistent with their values and mission, for the positive spill-over effects it can yield for their employer brand. The study aims to contribute to the CSM literature by studying the boundary spanning role of CSM in employer branding.
背景企业社会营销作为一种企业社会活动,被认为是通过行为改变创造社会公益的最有效工具。然而,CSM在业务环境中的相关性和好处在很大程度上是未知的。了解CSM计划的“商业案例”可以为该领域的从业者提供有用的见解。在本文中,我们研究了CSM在雇主品牌领域的跨界效益。研究问题本研究旨在回答一个主要问题:CSM活动在建立一个组织的雇主品牌方面发挥了任何作用吗?如果是,那么怎么做?此外,两个相关的补充问题包括:(i)管理者如何看待校园参与计划中CSM活动的使用?(ii)求职者如何看待CSM活动在校园参与计划中的使用?方法采用定性研究的方法回答上述问题。采用有目的的抽样方法,我们采访了6名管理人员和13名参加校园参与计划的管理学生。这项研究是在新兴经济背景下进行的,即印度,该国已经开展了几次成功的CSM运动,是最年轻的劳动人口,尤其是千禧一代的家园。结果研究表明,CSM会带来三个主要的雇主品牌结果——提高雇主意识、提高雇主吸引力以及将雇主与其他竞争组织区分开来。学生们更喜欢那些为他们提供社会工作机会的雇主,甚至愿意在这些组织中接受更低的工资。经理们透露了在校园演讲中展示CSM的重要性,并确认了社会原因在雇主品牌倡议中的相关性。实践建议该研究为人力资源经理提供了有用的见解,让他们了解CSM活动在提高雇主意识和吸引人才方面的作用。我们建议在校园参与会议期间利用CSM活动,在竞争激烈的人才市场中实现差异化。鲜为人知的雇主可以利用CSM活动来提高潜在招聘学生的雇主意识。组织可以根据其价值观和使命,积极设计和实施CSM活动,为其雇主品牌带来积极的溢出效应。本研究旨在通过研究CSM在雇主品牌塑造中的跨边界作用,为CSM文献做出贡献。
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引用次数: 4
Consumer Journeys of Adolescent Girls and Young Women in South Africa: Implications for Marketing HIV Prevention Products 南非少女和年轻妇女的消费之旅:对艾滋病毒预防产品营销的影响
IF 3 Q3 BUSINESS Pub Date : 2021-09-01 DOI: 10.1177/15245004211030965
M. Dugas, K. Crowley, G. Gao, Lorcan McHarry, Louise Kenmuir, J. Piper, F. Veronese, Ritu Agarwal
Background: Female-initiated prevention products could reduce HIV infection rates in contexts with pronounced gender inequality like South Africa, but uptake and adherence remain low when available. Insights into the behavior of target consumers are needed to effectively promote these products; however, perceptions of stigma may discourage honest reporting. Focus of the Article: To address this need, we examined differences among the consumer journeys of six segments of South African adolescent girls and young women (AGYW), who vary on sexual health beliefs, sexual experience, and self-enhancement, when buying hygiene products. Research Question: We hypothesized that segments would differ in what motivated their purchases and in engagement with different touchpoints, reflecting a need for targeted outreach strategies. Methods: 1,500 low-income, Black South African AGYW (14–25 years of age) were surveyed face-to-face in their homes about their consumer journeys when purchasing deodorant and sanitary products, with the aim of extending the insights obtained to HIV prevention. Results: We found notable similarities across segments but also several important differences underscoring the potential for tailored marketing of HIV prevention products. Among some of the segments, differences were found in prepurchase mindsets and touchpoints, retail and brand drivers, and postpurchase feelings. Recommendations for Research or Practice: These findings highlight the need for tailored outreach among AGYW and may inform the design of effective, personalized marketing strategies that enhance the appeal of HIV prevention products. Limitations: To circumvent potential stigma associated with HIV, survey questions were anchored on personal hygiene products. While this may encourage greater honesty, findings may not fully generalize to HIV prevention products.
背景:在南非等性别不平等严重的地区,女性倡导的预防产品可以降低艾滋病毒感染率,但在可用的情况下,接受率和依从性仍然很低。需要深入了解目标消费者的行为,才能有效地推广这些产品;然而,耻辱感可能会阻碍诚实报道。文章的重点:为了满足这一需求,我们研究了南非少女和年轻女性(AGYW)六个群体的消费者旅程之间的差异,她们在购买卫生产品时在性健康信念、性体验和自我增强方面各不相同。研究问题:我们假设,细分市场在购买动机和接触不同接触点方面会有所不同,这反映出需要有针对性的外联策略。方法:1500名低收入、南非黑人AGYW(14-25岁)在家中面对面调查了他们在购买除臭剂和卫生用品时的消费者旅程,目的是将获得的见解扩展到艾滋病毒预防。结果:我们发现不同领域有显著的相似之处,但也有几个重要的差异,这突出了艾滋病毒预防产品定制营销的潜力。在一些细分市场中,在购买前的心态和接触点、零售和品牌驱动因素以及购买后的感受方面存在差异。研究或实践建议:这些发现强调了在AGYW中进行量身定制的外联的必要性,并可能为设计有效、个性化的营销策略提供信息,以提高艾滋病毒预防产品的吸引力。局限性:为了避免与艾滋病毒相关的潜在污名,调查问题以个人卫生产品为基础。虽然这可能会鼓励人们更加诚实,但研究结果可能不会完全推广到艾滋病毒预防产品中。
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引用次数: 0
The Development of an Interdisciplinary and Integrated Model of Occupational Safety 职业安全跨学科综合模型的开发
IF 3 Q3 BUSINESS Pub Date : 2021-09-01 DOI: 10.1177/15245004211037933
C. Lagoe, Derek A. Newcomer, Ashley E Fico
Background: Occupational safety and health professionals facilitate safer workplaces through the development and implementation of interventions. Empirically validated theories can enhance the likelihood that an intervention will be successful in achieving the desired outcome; however, occupational safety interventions are often devoid of theory or utilize frameworks that fail to take a comprehensive approach to conceptualizing occupational safety processes. Focus of the Article: The current paper seeks to address these gaps by proposing an interdisciplinary and integrated model of occupational safety (IIMOS). Importance to the Social Marketing Field: IIMOS takes an interdisciplinary approach, examining the combined influence of concepts from psychology, social marketing, and occupational safety on behavioral change. This model accounts for the influence that threat appraisal, coping appraisal, and customer service factors can have on safety behaviors’ initiation/adoption and maintenance. Recommendations for Research and Practice: IIMOS may inform the design, implementation, and evaluation of occupational safety and health programs. Although future empirical work must still test the model’s propositions, the model’s in-depth application of social marketing techniques is a novel addition to the field. This model can encourage practitioners to develop innovative products, build relationships with consumers, and design upstream efforts to support program adoption.
背景:职业安全和健康专业人员通过制定和实施干预措施,为更安全的工作场所提供便利。经验验证的理论可以提高干预措施成功实现预期结果的可能性;然而,职业安全干预措施往往缺乏理论或使用的框架未能采取全面的方法来概念化职业安全过程。文章的重点:当前的论文试图通过提出一个跨学科和综合的职业安全模型(IIMOS)来解决这些差距。对社会营销领域的重要性:IIMOS采用跨学科的方法,研究心理学、社会营销和职业安全等概念对行为变化的综合影响。该模型考虑了威胁评估、应对评估和客户服务因素对安全行为的发起/采用和维护的影响。研究与实践建议:IIMOS可以为职业安全与健康计划的设计、实施和评估提供信息。尽管未来的实证工作仍必须测试该模型的命题,但该模型对社会营销技术的深入应用是该领域的一个新补充。这种模式可以鼓励从业者开发创新产品,与消费者建立关系,并设计上游努力来支持项目的采用。
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引用次数: 3
Can an Index Approach Improve Social Marketing Competitor Analysis? 指数法能改进社交营销竞争对手分析吗?
IF 3 Q3 BUSINESS Pub Date : 2021-09-01 DOI: 10.1177/15245004211031872
M. Raciti
Background: Competitive forces influence social marketing efforts. Indeed, social marketers often find themselves “shadow boxing” various forms of competition throughout their interventions. Despite the seminal role of competition as a threat to social marketing intervention efficacy, few empirical studies have undertaken competitive analysis or compared the usefulness of competitive typologies. Thus, this paper proposes an index approach to categorize competitive typologies relevant to a specific social marketing intervention in terms of their ease of use, intuitiveness and generalisability to the broader social cause domain. The proposed index approach is illustrated with empirical data, undertaking a competitive analysis of forces obstructing efforts to address educational inequality in Australia, then comparing the ease of use, intuitiveness and generalisability of 15 competitive typologies noted in the social marketing literature to produce a competitor analysis index. Research Question: Which competitive typologies most effectively frame forces that inhibit educational equality social marketing efforts in Australia? Methods: Via interviews and focus groups, qualitative data were collected from 46 students from low socioeconomic status (LSES) backgrounds at six universities and sought to understand the influence of their home residence’s geographical remoteness on their university participation. The analysis revealed eight participant-identified differential competitors experienced by students from regional, rural and remote settings (LSES-R, n = 25, 54.4%) that were not experienced by those from metropolitan areas (LSES-M, n = 21, 45.6%). Fifteen competitive typologies were identified in the social marketing literature, and their capacity to frame these eight differential forces in terms of their ease of use, intuitiveness and generalisability was critiqued. Findings: Unlike their metropolitan counterparts, LSES-R participants experienced situational (n = 3), dispositional (n = 3) and goal pursuit (n = 2) competitive forces. The most effective competition typologies comprised two classification options that were distinctly different and could classify both the unfriendly and friendly competition that exists in social marketing. Five competitor typologies were identified as easy to use, intuitive and generalizable to the broader educational inequality domain. Together, these five competitor typologies form a competitor analysis index for educational inequality researchers and practitioners to enhance their intervention efficacy. Recommendations: Despite widespread agreement as to the importance of competitor analysis in social marketing, the efficacy of various typologies has received little attention. Social marketers are encouraged to critique competitor typologies before selecting those which enable effective decision-making. Furthermore, it is recommended that social marketers use a competitor analysis index comprised of multiple typolog
背景:竞争力量影响社会营销工作。事实上,社交营销人员经常发现自己在干预过程中“打太极拳”,进行各种形式的竞争。尽管竞争对社会营销干预效果的威胁具有开创性作用,但很少有实证研究进行竞争分析或比较竞争类型学的有用性。因此,本文提出了一种指数方法,根据其易用性、直观性和对更广泛的社会原因领域的可推广性,对与特定社会营销干预相关的竞争类型进行分类。所提出的指数方法通过实证数据进行了说明,对阻碍澳大利亚解决教育不平等问题的力量进行了竞争分析,然后比较了社会营销文献中提到的15种竞争类型的易用性、直观性和普遍性,以产生竞争对手分析指数。研究问题:在澳大利亚,哪些竞争类型最有效地构成了阻碍教育平等社会营销努力的力量?方法:通过访谈和焦点小组,从六所大学的46名低社会经济地位(LSES)背景的学生中收集定性数据,试图了解他们的家乡地理偏远对他们大学参与的影响。分析显示,8名参与者确定了来自地区、农村和偏远地区的学生所经历的不同竞争对手(LSES-R,n=25,54.4%),而来自大都市地区的学生(LSES-M,n=21,45.6%)则没有经历过这些竞争对手,他们从易用性、直观性和通用性的角度来构建这八种不同力量的能力受到了批评。研究结果:与大都市参与者不同,LSES-R参与者经历了情境性(n=3)、倾向性(n=3)和目标追求(n=2)的竞争力量。最有效的竞争类型包括两个截然不同的分类选项,可以对社会营销中存在的不友好和友好竞争进行分类。五种竞争对手类型被确定为易于使用、直观且可推广到更广泛的教育不平等领域。这五种竞争对手类型共同构成了教育不平等研究者和从业者的竞争对手分析指数,以提高他们的干预效果。建议:尽管人们普遍认为竞争对手分析在社会营销中的重要性,但各种类型的功效却很少受到关注。鼓励社会营销人员在选择能够做出有效决策的竞争对手之前,先对其类型进行批判。此外,建议社交营销人员使用由多种类型组成的竞争对手分析指数,以更好地捕捉特定社交营销环境中存在的许多不同类型竞争对手的模糊性质。局限性:教育不平等的原因和定性方法可能会限制泛化能力,但它们体现了竞争类型选择的重要性,并为如何开发竞争对手分析指数建模。
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引用次数: 1
Positive, Negative or Both? Assessing Emotional Appeals Effectiveness in Anti-Drink Driving Advertisements 阳性、阴性还是两者兼有?反酒驾广告情感诉求效果评价
IF 3 Q3 BUSINESS Pub Date : 2021-09-01 DOI: 10.1177/15245004211025068
Murooj Yousef, Timo Dietrich, G. Torrisi
Background: The use of advertising to influence social behavior is one element of social marketing campaigns. While it is known that informational appeals are less effective in changing social perceptions and behaviors, the literature presents mixed and inconsistent results of which appeal (i.e. positive negative or both) is more effective in changing social behavior. The purpose of this study is to investigate the effectiveness of positive, negative and a combination of both appeals on young adults’ drink driving perceptions. Focus: This article is related to research and evaluation of the social marketing field. Research Question: Which, if any, of positive, negative or combination of both emotional appeals, is most effective in changing young adults’ drink driving attitudes, norms and intentions and how well do intentions explain behavior? Importance to the Field: The study builds on, and extends previous research exploring the effectiveness of emotional appeals, contributing to the literature by exploring both emotional appeals along the testing of each appeal separately. The research also validates the TRA’s utility beyond previously explored contexts. At a practical level, the research informs the work of advertising message design. It is recommended that, social marketers consider combined emotional appeals approach when designing messages. Methods: Respondents were randomly exposed to one of three emotional appeals (positive, negative or both) and asked to complete a questionnaire about their attitudes, norms and intentions to drink drive before and after exposure. Two analyses were used, Partial Least Squares Structural Equation Modeling to validate the Theory of Reasoned Action (TRA), and paired sample t-tests to assess change of perceptions over time between the three groups. Results: First the study found the TRA to have a strong predictive utility in explaining drink driving intentions. Second, the combination of both positive and negative emotional appeals was found more effective in changing drink driving attitudes, norms and intentions of young adults. Recommendations for Research or Practice: The study recommends that, social marketers consider combined emotional appeals approach when designing messages. However, further investigation is required to confirm this recommendation and as in any campaign, pre-testing the advertisements with the target audience is a must. Limitations: The key limitations of the study include the use of non-probability sampling, self-reported data, and varied exposure times. Future research should utilize autonomic measures to accurately assess perceptions and emotions as well as unifying the time of exposure for all emotional appeals.
背景:利用广告影响社会行为是社会营销活动的一个要素。虽然众所周知,信息诉求在改变社会认知和行为方面效果较差,但文献呈现出混合和不一致的结果,其中诉求(即积极-消极或两者兼有)在改变社会行为方面更有效。本研究的目的是调查积极、消极和两者结合对年轻人酒后驾驶认知的有效性。焦点:本文涉及社会营销领域的研究与评价。研究问题:在改变年轻人的酒后驾驶态度、规范和意图方面,积极的、消极的或两种情绪诉求的组合中哪一种(如果有的话)最有效,以及意图在多大程度上解释行为?对该领域的重要性:该研究建立在并扩展了先前探索情感诉求有效性的研究基础上,通过分别探索两种情感诉求和对每种诉求的测试,为文献做出了贡献。该研究还验证了TRA在先前探索的背景之外的效用。在实践层面上,本研究为广告信息设计工作提供了依据。建议社交营销人员在设计信息时考虑采用情感诉求相结合的方法。方法:受访者被随机暴露于三种情绪诉求中的一种(积极、消极或两者兼有),并被要求填写一份关于他们在暴露前后酒后驾车的态度、规范和意图的问卷。使用了两种分析,偏最小二乘结构方程建模来验证理性行动理论(TRA),以及配对样本t检验来评估三组之间感知随时间的变化。结果:首先,研究发现TRA在解释酒后驾驶意图方面具有很强的预测效用。其次,积极和消极情绪诉求的结合被发现在改变年轻人的酒后驾驶态度、规范和意图方面更有效。研究或实践建议:该研究建议,社交营销人员在设计信息时考虑综合情感诉求方法。然而,需要进一步的调查来证实这一建议,在任何活动中,都必须对目标受众进行广告预测试。局限性:该研究的主要局限性包括使用非概率抽样、自我报告的数据和不同的暴露时间。未来的研究应该利用自主测量来准确评估感知和情绪,并统一所有情绪诉求的暴露时间。
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引用次数: 9
Development and Evaluation of a Research-Driven Health Communication Campaign to Increase Fruit and Vegetable Consumption Among SNAP-Eligible Ohio Adults 研究驱动的健康传播活动的发展和评估,以增加符合SNAP条件的俄亥俄州成年人的水果和蔬菜消费
IF 3 Q3 BUSINESS Pub Date : 2021-09-01 DOI: 10.1177/15245004211042413
Rebecca Hofer, M. Wilkin, Elizabeth Mayers, B. Wolford, B. Butler, Blaire Beavers, A. Zubieta
Background: Despite evidence of the protective effects of a diet high in fruits and vegetables, intake among Ohio adults remains low. A health communication campaign is an attractive behavior change intervention due to its potential to reach a large audience. Focus of the Article: This study aims to examine the development of a state-level health communication campaign and to assess outcome measures relative to fruit and vegetable intake. Research Question: Two research questions were evaluated: (1) How did Ohio State University Extension use formative research to inform the campaign’s development? and (2) Was campaign exposure associated with increased fruit and vegetable consumption or readiness to increase fruit and vegetable consumption among the target audience comprising Ohio adults eligible for the Supplemental Nutrition Assistance Program (SNAP)? Program Design/Approach: Ohio State University Extension conducted extensive formative evaluation prior to developing the Celebrate Your Plate health communication campaign. The campaign was designed to increase the target audiences’ fruit and vegetable consumption, reinforce messages taught in nutrition education classes, and reach a larger segment of the population with messages promoting healthy behaviors. The campaign was implemented statewide through a multi-year phased rollout and comprised a mix of printed and digital communication channels and an accompanying website. Supportive individual- and community-level programming was also implemented by Ohio State University Extension as part of a multilevel approach to increasing fruit and vegetable intake. Importance to the Social Marketing Field: The limited existing research on the effectiveness of health communication campaigns to increase consumption of healthy foods largely focuses on national campaigns and this study examines effectiveness of a locally tailored campaign. Methods: This study comprised a mixed-methods multi-stage evaluation: qualitative data were collected in four pilot counties to assess the target audience’s awareness and reception of the campaign and recommendations for future efforts. Cross-sectional post-implementation outcome evaluation data were collected and analyzed to assess campaign exposure and behaviors of the target audience. Results: During the pilot evaluation, the target audience responded positively to campaign materials and identified the perceived cost of healthy recipes as a main barrier to changing eating patterns. After the campaign was rolled out statewide, approximately 18% of the target audience indicated exposure to Celebrate Your Plate in aided recall. Campaign exposure was significantly associated with higher fruit (p < .001) and vegetable (p < .001) consumption. The Stages of Change model was used to conceptualize readiness to increase fruit and vegetable consumption; campaign exposure was significantly associated with readiness to increase fruit (p = .001) and vegetable (p = .027) consumption.
背景:尽管有证据表明富含水果和蔬菜的饮食具有保护作用,但俄亥俄州成年人的摄入量仍然很低。健康宣传活动是一种有吸引力的行为改变干预措施,因为它有可能接触到大量受众。文章的重点:本研究旨在检查国家级健康宣传活动的发展情况,并评估与水果和蔬菜摄入相关的结果指标。研究问题:评估了两个研究问题:(1)俄亥俄州立大学推广部如何利用形成性研究来为竞选活动的发展提供信息?以及(2)在包括有资格参加补充营养援助计划(SNAP)的俄亥俄州成年人在内的目标人群中,运动暴露是否与水果和蔬菜消费量的增加或是否准备增加水果和蔬菜的消费量有关?项目设计/方法:俄亥俄州立大学扩展分校在开展“庆祝你的盘子”健康宣传活动之前进行了广泛的形成性评估。该运动旨在增加目标受众的水果和蔬菜消费,强化营养教育课程中教授的信息,并通过促进健康行为的信息惠及更多人群。该运动通过多年分阶段在全州范围内开展,包括印刷和数字通信渠道以及配套网站。俄亥俄州立大学推广部还实施了支持性的个人和社区层面的计划,作为增加水果和蔬菜摄入量的多层次方法的一部分。对社会营销领域的重要性:关于增加健康食品消费的健康宣传活动有效性的现有研究有限,主要集中在全国性的宣传活动上,本研究考察了针对当地的宣传活动的有效性。方法:本研究包括一个混合方法的多阶段评估:在四个试点县收集定性数据,以评估目标受众对该运动的认识和接受程度,以及对未来努力的建议。收集并分析实施后横向结果评估数据,以评估目标受众的活动曝光率和行为。结果:在试点评估期间,目标受众对宣传材料反应积极,并认为健康食谱的感知成本是改变饮食模式的主要障碍。该活动在全州范围内展开后,约18%的目标受众表示,他们在辅助召回中接触了“庆祝你的盘子”。运动暴露与较高的水果(p<.001)和蔬菜(p<0.001)消费量显著相关。变化阶段模型用于概念化增加水果和蔬菜消费的准备情况;运动暴露与增加水果(p=0.001)和蔬菜(p=0.027)消费的意愿显著相关。研究或实践建议:这项研究的结果表明,运动暴露与目标人群中较高的水果和蔬菜消费量以及更多水果和蔬菜的消费意愿显著相关,尽管需要更严格的评估来确定因果关系。局限性:该研究包括横断面数据,缺乏对照组,因此不能用于确定行为观察是否由运动暴露引起。此外,这项研究依赖于自我报告的数据,并且容易受到反应偏差的影响。
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引用次数: 4
CBE: A Framework to Guide the Application of Marketing to Behavior Change CBE:引导营销应用于行为改变的框架
IF 3 Q3 BUSINESS Pub Date : 2021-06-09 DOI: 10.1177/15245004211021643
S. Rundle-Thiele, Timo Dietrich, J. Carins
Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.
背景:本文旨在将社会营销的应用扩展到社会和环境有益的行为改变,提供一个三步过程——共创-建立-参与(CBE)。社会营销给社会变革空间带来的关键力量是发展一些有价值的东西,这些东西能够打动和激励人们自愿改变自己的行为;这反过来又有利于他们自己、地球和整个社会。方法:采用案例研究方法,通过首次项目开发和实施实例,确定了最初为区分社会营销和公共卫生而制定的多达八项营销原则如何应用于三步CBE过程。首先,项目是与处于问题核心的人共同创建的(C),并建立(B)以创建和嵌入持久的解决方案,最后社区参与(E)这些项目。这种线性过程应用于首次项目开发,随着项目嵌入社区,CBE步骤变得连续,首次实施后阶段变得模糊。本文概述了四个案例,展示了关键营销活动在何时何地被应用于共同创建、构建和实施实现行为改变的社会营销计划。结果:包括在三步CBE过程的每个阶段的首次项目开发和实施中发生的活动的路线图。在共同创造过程中,对竞争进行评估,并确定小组(细分)。形成性研究计划以理论为基础,以人为中心(以客户为导向),仅旨在确定指导计划构建和参与的见解。营销组合重点计划的要素构建确保建立有价值的交换产品。参与代表了最初的实施阶段,包括一系列活动,重点是确保人们了解并能够采用该计划。研究或实践建议:将社会营销与其他行为科学方法区分开来的许多基础技术并没有被广泛采用。本文提供了一个路线图来展示如何以及何时可以应用核心社会营销活动来实现自愿行为改变。自愿改变避免了当行为被强制执行或人们被告知该做什么时发生的污名化、异化、反抗和社区分裂。CBE过程提供了一个过程,概述了社会营销的关键原则和用于建立更有效营销计划的一系列活动。
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引用次数: 22
Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application 中产阶级消费者绿色家电态度和购买行为的驱动因素:多理论应用
IF 3 Q3 BUSINESS Pub Date : 2021-05-31 DOI: 10.1177/15245004211013737
Nombulelo Dilotsotlhe, H. Duh
Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances (M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances (M = 5.78). Most of the study participants have purchased one or more green appliances (M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related d
背景:约80%的南非中产阶级消费者使用洗衣机、电饭煲、冰箱、冷冻柜和其他电器。考虑到南非日益严重的水和电短缺,政府提倡使用绿色电器。然而,有助于或阻碍积极态度、购买和使用绿色电器的因素需要检查。文章的重点:本研究重点关注基于社区的社会营销(CBSM)框架的第一步和第二步,根据该框架,在制定策略之前,要检查行为、行为驱动因素和障碍。因此,本研究首先评估了SA黑人中产阶级消费者的绿色家电态度、行为意向和实际行为。然后,它整合了消费价值观理论(TCV)、创新扩散理论(DOI)和计划行为理论(TPB),来检验帮助或阻碍绿色家电态度、行为意图和实际行为的消费者相关和产品相关因素。研究假设:从TCV、DOI和TPB的整合出发,建立了一个概念模型,提出消费者相关因素(功能、条件、认知、情感和社会价值)和产品相关因素(相对优势、复杂性、兼容性和可观察性)将影响绿色家电的态度,其具有感知的行为控制将影响作为实际行为的驱动因素提出的行为意图。方法:考虑到黑人中产阶级是一个快速增长的大型(约420万南非人)消费者群体,通过自我管理问卷从500名黑人中产阶级消费者中收集横断面定量数据。偏最小二乘结构方程模型用于检验14个假设。结果:受访者对绿色家电持积极态度(Likert量表7分,M=5.80),对购买绿色家电有积极意愿(M=5.78)。大多数研究参与者购买了一台或多台绿色家电(M=6.09)。综合模型解释了84.5%的人对绿色家电的态度。态度的重要驱动因素是功能、条件和认知价值(消费者相关因素),以及相对优势、兼容性和可观察性(产品相关因素)。态度、社会价值和感知行为控制解释了83.1%的行为意图,PBC解释了24.2%的实际行为。实践建议:考虑到CBSM框架的第三步是制定行为改变战略,南非政府、环境机构和社会营销人员应该寻求奖励广大黑人中产阶级消费者的方法,从而使他们积极的绿色家电态度和行为意向能够进一步转化为实际购买。本研究中确定的消费者相关和产品相关的态度和购买行为驱动因素应用于定位和推广绿色家电,将中产阶级消费者作为意见领袖或代言人。局限性:主要的局限性是使用了一项调查,该调查限制了对绿色家电态度和行为的驱动因素和障碍的更深入了解。
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引用次数: 7
Antecedents of Green Purchasing Behavior in the Arabic Gulf 阿拉伯海湾地区绿色采购行为的前因
IF 3 Q3 BUSINESS Pub Date : 2021-05-10 DOI: 10.1177/15245004211013467
Yasmeen Elsantil
Background: Despite consumers appearing to assign great importance to green purchasing and expecting companies to produce their goods in an environmentally friendly way, they do not always exhibit this positive attitude while making purchases. Focus: This paper aims to discuss the extent to which green purchasing behavior in the Arabic Gulf is affected by individuals’ perceived environmental attitudes, concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived self-identity in environmental protection, perceived social context in environmental protection, as well as demographics. Methods: The study adopted a quantitative research approach using a survey questionnaire on a sample of 324 individuals residing in different Arab countries in the Gulf area. A 5-point Likert scale was used. Path analysis was conducted to test and evaluate the hypothesized relationships among constructs. Results: The study found importantly, by using multiple regression analyses, that consumers’ environmental concern, self-identity in environmental protection, and social context in environmental protection are significant predictors of green purchasing behavior and can predict 38.9% of green purchasing behavior. Among demographic factors, gender showed a significant effect on green purchasing behavior. Importance to Social Marketing Field: The present study enhances the social marketing literature through the understanding of green purchasing behaviors from a perspective of non-Western countries. Recommendation for Research or Practice: This paper has significant managerial implications. The findings could help marketers and government in formulating strategies that encourage green purchasing behavior in the Arabic Gulf. Limitations: Although the current study shed some light on green purchasing behaviors in the Arabic Gulf, it did not focus on a particular type of green product; rather, it looked at green purchasing behavior in general.
背景:尽管消费者似乎非常重视绿色购买,并期望公司以环保的方式生产他们的产品,但他们在购买时并不总是表现出这种积极的态度。重点:本文旨在探讨阿拉伯海湾地区的绿色购买行为在多大程度上受到个人感知的环境态度、关注、感知的环境问题严重性、感知的环境责任、感知的环境自我认同、感知的环境社会背景以及人口统计学因素的影响。方法:本研究采用定量研究方法,对居住在海湾地区不同阿拉伯国家的324名个人进行问卷调查。采用5分李克特量表。通径分析用于检验和评估构念之间的假设关系。结果:通过多元回归分析,研究发现消费者的环境关注、环保自我认同和环保社会背景是绿色购买行为的显著预测因子,可以预测38.9%的绿色购买行为。在人口统计因素中,性别对绿色购买行为有显著影响。对社会营销领域的重要性:本研究从非西方国家的角度出发,通过对绿色购买行为的理解来增强社会营销文献。研究或实践建议:本文具有重要的管理意义。这些发现可以帮助市场营销人员和政府制定策略,鼓励阿拉伯海湾地区的绿色购买行为。局限性:虽然目前的研究揭示了阿拉伯海湾地区的绿色购买行为,但它没有关注特定类型的绿色产品;相反,它关注的是一般的绿色购买行为。
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引用次数: 5
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Social Marketing Quarterly
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