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

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard

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

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Thomas Boysen Anker ◽  
Ross Gordon ◽  
Nadia Zainuddin

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


2019 ◽  
Vol 9 (1) ◽  
pp. 77-93 ◽  
Author(s):  
Matthew Wood

PurposeThis paper aims to argue that resilience – and its underlying socio-ecological perspective – is a critical concept that could serve to integrate different views on, and approaches to, social marketing. The aim is to inspire social marketers to move away from narrow, issue-based interventions targeting individual behaviours and to consider the impact of social ecologies, particularly the contribution resilience research can make to behaviour change.Design/methodology/approachThis is a conceptual paper; socio-ecological models and the resilience concept are discussed and applied to a current “wicked problem” – obesity.FindingsFrom a socio-ecological perspective, research findings highlight the impact macro, meso and micro forces have on behaviour and the importance of a child’s micro-system and the influence it has on development and life outcomes. Building resilience requires a relationship-building, person-centred, holistic and long-term developmental approach to behaviour change.Research limitations/implicationsThis is a conceptual paper that introduces new concepts to the social marketing field. Future research should focus on understanding how to implement a resilience-building approach in practice – including the interrelationships and interactions between individual, family and community resilience – and how resilience can be integrated within systematic, socio-ecological thinking when addressing “wicked problems”.Practical implicationsRather than blaming and targeting individuals, the goal should be to create an environment that supports parents, families and communities to build resilience at the micro, meso and macro levels. The findings support the argument that social marketers should adopt an upstream approach to develop interventions that make the environment the primary focus. Social marketers should collaborate with, and learn from, social workers, psychologists and educationalist to further their understanding of resilience. This would have a positive, sustainable impact on a whole range of social and health issues, ultimately helping to address the overarching issue of social inequality.Social implicationsBuilding resilience amongst individuals, families and communities offer a means to achieve fundamental positive social change and to reduce social, economic and health inequality.Originality/valueThe paper offers a unique perspective on how and why resilience – and its underlying socio-ecological framework – should be applied within the social marketing field.


2019 ◽  
Vol 28 (2) ◽  
pp. 133-159
Author(s):  
Hiep Cong Pham ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Nhat Tram Phan-Le ◽  
Irfan Ulhaq ◽  
...  

Purpose Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance. Design/methodology/approach This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework. Findings The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance. Originality/value The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Markus Brauer ◽  
Anissa Dumesnil ◽  
Mitchell Robert Campbell

Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christina Vadasi ◽  
Michalis Bekiaris ◽  
Andreas G. Koutoupis

Purpose This paper aims to provide empirical evidence of the association between audit committee characteristics and internal audit quality through internal audit professionalization. Design/methodology/approach The investigation of the research question was based on 45 usable responses that were received from a survey of chief audit executives from firms listed on the Athens Stock Exchange and combined with publicly available information from annual reports. Findings The results indicate that audit committee characteristics (independence, diligence through frequent meetings and interaction with internal audit through valuation) influence internal audit professionalization. In addition, they demonstrate that internal audit professionalization is also influenced by CEO duality and firm’s external auditor. Practical implications The findings of this study have implications for audit committees wishing to improve their overall effectiveness, by identifying areas with substantial impact on internal audit quality. Moreover, regulators of corporate governance bodies can also benefit from the results to strengthen audit committee’s efficiency regarding internal audit function oversight. Originality/value The results add to the literature on the discussion of internal audit professionalization and complement the work of other researchers in the field of audit committee’s impact on internal audit quality/effectiveness. This study attempts to fill a gap in the literature on the effect of audit committee characteristics on internal audit professionalization, an element introduced from an institutional theory perspective.


2018 ◽  
Vol 30 (4) ◽  
pp. 255-268 ◽  
Author(s):  
Karla María Alvarado-Ramírez ◽  
Víctor Hipólito Pumisacho-Álvaro ◽  
José Ángel Miguel-Davila ◽  
Manuel F. Suárez Barraza

PurposeThe purpose of this paper is to compare the practices of continuous improvement that are applied in medium and large manufacturing and service companies in two Latin American countries. At the same time, benefits and barriers experienced by these companies with regard to sustainability of continuous improvement are explored.Design/methodology/approachIn order to generate a comparative study between two Latin American countries, interviews were conducted with managers linked to continuous improvement in medium and large companies in the State of Puebla and the Metropolitan District of Quito, which are important areas in Mexico and Ecuador, respectively. Data were collected by means of document analysis, semi-structured interviews, and direct observation.FindingsCompanies in both countries identify the use of various techniques and/or tools for continuous improvement. The results of the empirical evidence show how the impact of the application of the techniques has been beneficial in economic and human terms. Thus, the exploratory study has permitted the identification of the drivers and inhibitors in the maintenance of continuous improvement.Research limitations/implicationsThe research is based on only two areas of the Latin American countries: Mexico and Ecuador. Their results can therefore not be generalized. The approach is applied in a specific environment, namely, the State of Puebla and the Metropolitan District of Quito. This study incorporates the perception of managers, directors, and/or supervisors involved in continuous improvement processes.Practical implicationsThis paper seeks to provide analytical input. The study is of great interest to researchers, managers, consultants, and professionals linked to projects of continuous improvement who wish to incorporate continuous improvement practices which are sustainable over time. A new managerial behavior is the basis of continuous improvement, where the training and development of the human resource increases the commitment to achieve organizational changes.Originality/valueThis research makes an empirical contribution to the literature through the understanding of practices of continuous improvement in a Latin American context, highlighting the factors that improve or impede the process of continuous improvement. Particularly in Mexico and Ecuador, the empirical evidence on this subject is still scarce despite the existence of theoretical academic literature.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kishore Kumar ◽  
Ranjita Kumari ◽  
Archana Poonia ◽  
Rakesh Kumar

Purpose This study aims to evaluate the nature and extent of sustainability disclosure practices of publicly listed companies in India. Further, it investigates the impact of potential determinants on the sustainability disclosure of companies. Design/methodology/approach The study analyzes data of 75 top listed nonbanking companies operating in India included in NIFTY100 Index for the years 2014-2015 to 2018-2019. In the present study, environment, social and governance disclosure dimensions were considered to evaluate the sustainability reporting performance of companies using content analysis. Panel data analysis was conducted to investigate the impact of various factors on the extent of sustainability information disclosure. Findings Results indicate that environmentally polluting industries disclose significantly higher sustainability information than non-polluting industries in India. The empirical findings suggest that determinants such as company size, age, free cash flow capacity, government ownership and global reporting initiative (GRI) usage positively related to the extent of corporate sustainability disclosure. Contrary to the expectations, financial leverage and profitability were found to be negatively related to the sustainability disclosure of companies in India. Practical implications This study provides empirical evidence for regulators, practitioners and corporate strategists to assess the progress in the sustainability reporting landscape in India. The finding implies that large and established companies can reduce legitimacy costs through higher sustainability information disclosure. Interestingly, this premise did not hold in the case of high leveraged and profitable companies. Overall findings can also help policymakers to incorporate necessary reforms to improve sustainability reporting in India. Originality/value This study is one of the first studies to investigate the nature, extent and potential determinants of corporate sustainability disclosure in India. The paper adds to the existing literature on sustainability reporting by providing empirical evidence on the relationship between sustainability reporting and potential determinants such as government ownership, size, leverage, profitability, age, free cash flow capacity, industry and GRI usage.


Author(s):  
Waqar Ahmed ◽  
Muhammad Zaki Rashdi

Purpose Lean and agile strategies are two basic supply chain paradigms that strategist decouples based on their internal and external environment. This study aims to identify the influence of market orientation (MO) and quality management (QM) deployment on the supply chain strategies. Furthermore, this study also seeks empirical evidence of the impact of these core strategies on creating risk management capabilities. Design/methodology/approach Quantitative research technique is deployed to explain the phenomenon. The data was gathered through a structured scale questionnaire from supply chain professionals working at different manufacturing firms. Valid data of 134 respondents is then analyzed through partial least squares structural equation modeling for further empirical understanding. Findings The outcome of the research indicates that MO capability; as an external drive is a key to make an operational strategy. QM as an internal control is more prone to formulating a lean strategy (LS). Another important finding is that LS does not complement risk management capabilities especially in an uncertain market condition. Practical implications The study suggested concrete implications for risk management through the right mix of lean and agile supply chain strategies. There are some good insights for the supply chain policy-makers working in a developing country. Originality/value This study will provide empirical evidence for managing supply chain risk through an effective strategy making.


2019 ◽  
Vol 9 (2) ◽  
pp. 252-268 ◽  
Author(s):  
Patricia David ◽  
Sharyn Rundle-Thiele

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


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