Developing a local behaviour change intervention for increased biowaste sorting: a social marketing formative study

IF 3.1 4区 管理学 Q2 BUSINESS
Laura Temmerman, Carina Veeckman
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Abstract

Purpose

This paper aims to describe a case study of a formative study for the development of a social marketing campaign for increased biowaste sorting. In following the social marketing principles, it provides insights for practitioners willing to implement behaviour change interventions.

Design/methodology/approach

The case study describes the scoping review, expert interviews, online survey and focus groups, which were integrated to comprehend the specificities of biowaste sorting in the South Suburbs of Athens. This mixed-method research design enabled a comprehensive understanding of biowaste sorting practices that would not have been attainable through a single method.

Findings

This study found that the “descriptive norm” and “perceived controllability” significantly influenced biowaste sorting. Differential challenges of at-home and out-of-home sorting were also identified. The demand for more information was also highlighted. The tailored intervention comprises of a mix of behavioural modelling, persuasive communication, education and enablement.

Originality/value

By concretely showcasing how the integration of multiple research methods through the application of social marketing principles can guide the design of a tailored behaviour change intervention, this paper offers an outline for informed decision-making and strategic planning in the realm of (environmental) behaviour change.

为增加生物垃圾分类制定地方行为改变干预措施:社会营销形成性研究
目的 本文旨在介绍一个案例研究,该案例研究是为开展社会营销活动以提高生物垃圾分类率而进行的一项形成性研究。本案例研究介绍了范围界定审查、专家访谈、在线调查和焦点小组,通过这些方法的综合运用,了解雅典南郊生物垃圾分类的具体情况。这项研究发现,"描述性规范 "和 "感知可控性 "对生物垃圾分类有重大影响。此外,还发现了家庭和非家庭分类所面临的不同挑战。对更多信息的需求也得到了强调。通过具体展示如何通过应用社会营销原则整合多种研究方法来指导量身定制的行为改变干预措施的设计,本文为(环境)行为改变领域的知情决策和战略规划提供了纲要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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