scholarly journals 7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

2021 ◽  
pp. 117-136
Author(s):  
Anthony Samuel ◽  
Ken Peattie
Keyword(s):  
Social Marketing ◽  
Ethical Consumption ◽  
Community Based

scholarly journals A Community Based Participatory Approach to Training Young Adults to Design and Implement a Social Marketing Framed Lifestyle Intervention on Their College Campus

2018 ◽  
Vol 8 (3) ◽  
pp. 150 ◽  
Author(s):  
Melissa Olfert ◽  
Makenzie Barr ◽  
Kristin Riggsbee ◽  
Kendra Kattelmann ◽  
Krista Leischner ◽  
...  
Keyword(s):  
College Students ◽  
Lifestyle Intervention ◽  
Participatory Research ◽  
Social Marketing ◽  
Healthy Lifestyle ◽  
Community Based Participatory Research ◽  
College Campus ◽  
Research Approach ◽  
Environmental Intervention ◽  
Community Based

Background: Using a Community-Based Participatory Research (CBPR) approach may increase the likelihood of relevance and acceptability of the designed intervention, especially on a college campus. Furthermore, recruiting and training college students to design a social marketing framed healthy lifestyle intervention for their peers will allow the intervention to be tailored to the needs of the campus. Objectives: To describe the process of online-course training college students to develop a campus-based, social marketing health promotion intervention. Methods: Four universities recruited current college students (18+ y.o.) to develop a social marketing and environmental intervention (SMEI), which was completed during a 16-week, online/in-person hybrid semester course. Researchers and Extension professionals trained students to design 24 weeks of intervention events that would be implemented the upcoming year. Results: Seventy-eight students enrolled in the study and social marketing and environmental intervention course among the four intervention states (Florida = 30, South Dakota = 8, Tennessee = 13, West Virginia = 27); students were predominately Caucasian (65.8%), females (84.0%), and sophomore status in college (64.9%). Throughout the semester, students assessed their campus environments, set priorities, and developed weekly events and resources needed to implement the intervention on their campuses. By the end of the semester, with researcher support, students had designed 24 weeks of intervention events (marketing, recruiting, and implementation) focusing on nutrition/food/diet, physical activity, stress management, sleep, and time management. These events and resources were catalogued into a digital toolkit of instructions and activities for each week of intervention events. Conclusion: Using a Community-Based Participatory Research approach with college students interested in health allows for the development of an intervention that stems from grass roots efforts and is tailored to the acceptability and needs of their peers.

Solid Waste Management in a Mexican University Using a Community-based Social Marketing Approach

2012 ◽  
pp. 15-31
Author(s):  
Carolina Armijo-de Vega ◽  
Sara Ojeda-Benítez ◽  
Quetzalli Aguilar-Virgen ◽  
Paul Taboada-González
Keyword(s):  
Waste Management ◽  
Solid Waste ◽  
Social Marketing ◽  
Solid Waste Management ◽  
Community Based ◽  
Marketing Approach

scholarly journals Community-based social marketing: effects on social norms

2016 ◽  
Vol 6 (2) ◽  
pp. 193-210 ◽  
Author(s):  
Lisa Schuster ◽  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Social Norms ◽  
Social Marketing ◽  
Repeated Measures ◽  
Target Population ◽  
Primary School Children ◽  
Community Based ◽  
Media Campaigns ◽  
Content Type ◽  
Final Sample ◽  
Quasi Experimental

Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.

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

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

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

Implementing a Community-Based Social Marketing Program to Increase Recycling

2009 ◽  
Vol 15 (3) ◽  
pp. 114-127 ◽  
Author(s):  
Tracey Haldeman ◽  
Jeanine Warisse Turner
Keyword(s):  
Social Marketing ◽  
Program Implementation ◽  
Community Based ◽  
Face To Face ◽  
Marketing Program ◽  
Home Community ◽  
Increasing Knowledge ◽  
Positive Effect ◽  
Practical Implications

This article examines the effectiveness of implementing a community-based social marketing program to increase recycling. Researchers went door-to-door in a 200-home community distributing recycling containers, securing commitments to recycle, and increasing knowledge of what, why, how, and when to recycle. We analyzed the effect of the program by weighing recycling collected immediately after program implementation and then analyzing the weight of recycling collected a number of months later to measure sustainability. We found that automatic curbside distribution of recycling containers and face-to-face contact have a sizable, and partially sustainable, positive effect on the rate of recycling. Based on the results, we propose practical implications for motivating increased recycling.

Community-Based Social Marketing—Creating Lasting, Sustainable, Environmental Change: Case Study of a Household Stormwater Management Program in the Region of Waterloo, Ontario

2019 ◽  
Vol 25 (4) ◽  
pp. 308-326 ◽  
Author(s):  
Lauren Keira Marie Smith ◽  
Jennifer Kristin Lynes ◽  
S. E. Wolfe
Keyword(s):  
Risk Perception ◽  
Social Marketing ◽  
Stormwater Management ◽  
Demographic Data ◽  
Management Program ◽  
Extreme Weather Events ◽  
Small Scale ◽  
Community Based ◽  
Non Profit ◽  
Household Level

With increased frequency of extreme weather events due to climate change, there is growing need for urban, small-scale adaptation and preventative measures such as stormwater management to reduce the risk of flooding. Homeowners are often reluctant to adopt preventative stormwater measures without tangible benefits or direct experience with the flooding risks or other negative externalities. Using community-based social marketing (CBSM) as a framework, we investigated how to more effectively encourage stormwater management at the household level. In collaboration with the Canadian non-profit organization, Reep Green Solutions (Region of Waterloo, Ontario), we focused on an existing program, the RAIN Home Visit (RHV), which was designed to increase engagement in pro-environmental stormwater management behaviors. Reports from the RHV were assessed, and past program participants were interviewed using a semi-structured question set to identify barriers encountered in enacting these behaviors and to assess the program for inclusion of CBSM principles and tools. Surveys were used to collect demographic data from participants. We found that while preferred behaviors were explained and incentives were provided, more thorough, clear explanation was needed for homeowners as well as incentives of suitable size and value to effectively motivate homeowners to change. Key features that should be included in future RHV programs are public commitments, follow-up, and reminders. Further research should consider risk perception impacts with CBSM, to determine how these can work together and, perhaps, which precedes the other. Some people may be more influenced by social norms to act and others by risk perception.

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