Journal of Social Marketing最新文献

{"title":"The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry","authors":"Deniz Atik, Zeynep Ozdamar Ertekin","doi":"10.1108/jsocm-02-2022-0036","DOIUrl":"https://doi.org/10.1108/jsocm-02-2022-0036","url":null,"abstract":"\u0000Purpose\u0000Detrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals.\u0000\u0000\u0000Findings\u0000This study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals.\u0000\u0000\u0000Practical implications\u0000Considering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers.\u0000\u0000\u0000Originality/value\u0000This study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42776055","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)","authors":"Matti J. Haverila, Kai C. Haverila, Caitlin McLaughlin","doi":"10.1108/jsocm-04-2022-0071","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0071","url":null,"abstract":"\u0000Purpose\u0000Health authorities have introduced non-pharmaceutical interventions (NPIs) with the aim of reducing the spread of viruses. Against the backdrop of social marketing, normative and utility theories, the purpose of the paper is to examine the relationships between user centric measures such as perceived effectiveness, user satisfaction, and value for effort on intentions to continue to use NPIs. Furthermore, the moderating role of value for effort on user satisfaction and, subsequently, intentions to continue to use NPIs was also considered.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional online survey was completed in British Columbia, Canada (N = 287). Analysis was done with partial least squares structural equation modeling.\u0000\u0000\u0000Findings\u0000The results show that the relationships between user centric measures are positive and significant on intentions to continue to use NPIs. Furthermore, value for effort moderated the relationship between user satisfaction and intentions to continue to use NPIs – but the relationship was negative. Thus, the higher values of the value for effort construct cause the relationship between user satisfaction and reuse intention to somewhat diminish.\u0000\u0000\u0000Originality/value\u0000The results confirm the positive and significant relationships between user centric measures in the context of the use of NPIs and introduce a new understanding of the effect of value for effort on the relationship between user satisfaction and intentions to use NPIs. This enables health officials to better understand how to encourage the use of NPIs.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47455544","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing","authors":"Emma Shaozhen Florence, D. Fleischman, R. Mulcahy, M. Wynder","doi":"10.1108/jsocm-09-2021-0221","DOIUrl":"https://doi.org/10.1108/jsocm-09-2021-0221","url":null,"abstract":"\u0000Purpose\u0000The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete.\u0000\u0000\u0000Design/methodology/approach\u0000This paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach.\u0000\u0000\u0000Findings\u0000The results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature.\u0000\u0000\u0000Research limitations/implications\u0000Social marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed.\u0000\u0000\u0000Originality/value\u0000Past review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47275526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The relative merit of two segmentation approaches: executives views and a cost-benefit analysis","authors":"Ali Ibrahim, S. Rundle‐Thiele, K. Knox, Ra'd Almestarihi","doi":"10.1108/jsocm-01-2022-0026","DOIUrl":"https://doi.org/10.1108/jsocm-01-2022-0026","url":null,"abstract":"\u0000Purpose\u0000This study aims to capture the views of executives about the merit of using the two segmentation approaches (quantitative vs qualitative). Furthermore, this study aimed to examine costs and benefits for two different segmentation approaches, using a minimax simple cost-benefit analysis (CBA) matrix.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 16 semistructured interviews were conducted with executives within the University of Sharjah (UoS). Furthermore, a minimax approach was applied to the CBA study.\u0000\u0000\u0000Findings\u0000Evidence in this study found that the financial cost of quantitative segmentation approaches was higher than qualitative approaches. However, the decision-makers trusted the quantitative approach more regardless of the incurred costs. The study also found that there was a limited knowledge about social marketing and segmentation among executives.\u0000\u0000\u0000Research limitations/implications\u0000Limitations of this study relate to the methodology applied, the sample selected and the lead research. Another factor is selection bias, which limited this study to one organization’s executives. It is conceivable that middle-level management would have had the desire to participate because they make the recommendations to top management in decision-making. The researcher did not collect precise data on time taken to design, implement and analyses the two segmentation studies, which qualified the precision of the CBA. Also, the fact that the sample includes participants from a relatively narrow range of disciplines should be noted as a limitation of the study.\u0000\u0000\u0000Practical implications\u0000The current study provides a case study demonstrating how CBA provides a dollar amount estimate permitting alternate segmentation approaches to be compared and contrasted, assisting in the value estimation of any social marketing project.\u0000\u0000\u0000Social implications\u0000The paper draws upon two streams of the literature: social marketing and CBA. The paper focused on the understanding of the literature, CBA offers a technique applicable to demonstrating cost savings that can be derived from choosing one method over another. Moreover, CBA assists in understanding the benefits or potential opportunity cost both financially and nonfinancially.\u0000\u0000\u0000Originality/value\u0000This paper presents one of the first studies conducting a CBA to compare and contrast two segmentation approaches in social marketing. The study provides interesting insights into the perceptions of management executives over alternative research methods, although the results are limited to a case study.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43858630","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Mitigation versus adaptation: climate-change-related appeals and pondering the future","authors":"Lina Xu, M. Hyman","doi":"10.1108/jsocm-01-2022-0006","DOIUrl":"https://doi.org/10.1108/jsocm-01-2022-0006","url":null,"abstract":"\u0000Purpose\u0000Responding to a recent editorial call for sustainable development (Truong and Saunders, 2021), this study aims to explore the persuasiveness of climate-change-related appeals.\u0000\u0000\u0000Design/methodology/approach\u0000Three scenario-based experiments were conducted to test the effect of climate-change-related appeals on persuasion, the underlying mechanism causing that effect and associated boundary conditions. Statistical results were based on analysis of variance, mediation and moderation analysis.\u0000\u0000\u0000Findings\u0000Adaptation-oriented appeals are more persuasive than mitigation-oriented appeals. Specifically, adaptation (versus mitigation) appeals activate a self-regulation process that encourages people to think about the future, making them more likely to address climate change. This effect is salient when consumers’ environmental concerns are low.\u0000\u0000\u0000Practical implications\u0000To boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.\u0000\u0000\u0000Social implications\u0000To boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.\u0000\u0000\u0000Originality/value\u0000Revealing mitigation and adaptation climate-change-related appeals yield diverse effects.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45101656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study","authors":"Ana Carolina Campos, Fernando de Oliveira Santini, M. G. Perin, W. Ladeira","doi":"10.1108/jsocm-08-2021-0178","DOIUrl":"https://doi.org/10.1108/jsocm-08-2021-0178","url":null,"abstract":"\u0000Purpose\u0000The purpose of this meta-analytic study is to investigate the possible influence of food shape abnormality on consumer’s willingness to buy fruits and vegetables. This research also investigates some possible moderators (methodological, cultural, socio-economic and contextual) that could influence the direct effects.\u0000\u0000\u0000Design/methodology/approach\u0000This study applied the meta-analysis approach to understand the effect of food shape abnormality on willingness to buy fruits and vegetables. In this research, 16 empirical articles were examined, with a total of 54 effect sizes.\u0000\u0000\u0000Findings\u0000The results showed consistent negative effects between food shape abnormality and consumers’ willingness to buy fruits and vegetables. This study also found significant effects related to culture (Hofstede’s cultural dimensions) and to socio-economic (Human Development Index) moderators. The findings demonstrated that cultures with higher power distance levels promoted stronger effects in the relationship between abnormally shaped food and willingness to buy. Additionally, related to social–economy aspects of a nation, the negative effects between abnormally shaped food and willingness to buy are stronger in countries with low human development rates.\u0000\u0000\u0000Practical implications\u0000Public policymakers can benefit from the main findings by implementing interventions strategies and education campaigns based on different cultural dimensions. In cultures characterized by high levels of aversion to uncertainty, social communication campaigns can build trust and provide the consumer more knowledge about abnormally shaped fruits and vegetables, whereas in cultures characterized by low levels of masculinity, related to higher levels of sustainability, local producers can benefit from the “local food” positioning to sell abnormally shaped fruits and vegetables.\u0000\u0000\u0000Originality/value\u0000This research advances studies about consumer behaviour in relation to food waste, highlighting factors beyond aesthetic issues, such as a nation’s culture and its economic context. These results open the way for new work in this area.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"1 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41373409","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial: Introduction to the 50th anniversary special issue","authors":"M. Basil","doi":"10.1108/jsocm-07-2022-271","DOIUrl":"https://doi.org/10.1108/jsocm-07-2022-271","url":null,"abstract":"","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46742065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Understanding flooding events in Ghana: a social marketing and self-determination theory perspective","authors":"Ernest Yaw Tweneboah-Koduah, Matilda Adams, Michael Nana Amoakoh, Stephen Mahamah Braimah","doi":"10.1108/jsocm-03-2021-0049","DOIUrl":"https://doi.org/10.1108/jsocm-03-2021-0049","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT). Specifically, the paper examines the influence of autonomy, competence and relatedness on individuals’ self-determined motivation for flood disaster mitigation. The study also examines whether self-determined motivation influences individuals’ flood disaster mitigation behaviour adoption.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Through a cross-sectional survey design, the study used a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling technique.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The result of this study revealed that competence was the strongest predictor of self-determined motivation, followed by autonomy. The result further shows that self-determined motivation positively influences individual’s adoption of flood mitigation behaviour. However, the results showed that relatedness does not predict self-determined motivation for flood disaster mitigation.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>To enhance the effectiveness of flood disaster mitigation social marketing campaigns, the SDT psychological needs constructs (particularly, competence and autonomy) can aid in assessing the motivation of the target population towards adopting mitigation behaviours. An assessment of motivation will help understand perception of flood risk and behavioural evaluation. The consideration of autonomy and competence on motivation will aid in developing effective campaigns to satisfy the needs of the target population.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper adds to the limited research that used SDT to understand a social marketing phenomenon.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"3 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138530370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Solar rooftop adoption among Indian households: a structural equation modeling analysis","authors":"Vikas Kumar, A. Kaushik","doi":"10.1108/jsocm-07-2021-0170","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0170","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine factors influencing purchase intentions of households toward solar rooftops, using diffusion of innovation theory.\u0000\u0000\u0000Design/methodology/approach\u0000Six dimensions from the diffusion of innovation theory have been contemplated to assess households’ purchase intentions toward solar rooftops. Primary data was collected from 863 respondents by using a purposive sampling technique from different parts of India. The study used structural equation modeling analysis to examine the data.\u0000\u0000\u0000Findings\u0000Results confirmed that the dimensions, namely, relative advantage, compatibility, complexity, innovations and observability, positively influence households’ purchase intentions of solar rooftops, except for the trialability dimension.\u0000\u0000\u0000Research limitations/implications\u0000Data for the study is based on a purposive sampling technique that restricts the representation of the whole population. There may be variance in public perception from place to place due to demographic and psychographic differences.\u0000\u0000\u0000Practical implications\u0000The present study would facilitate devising a roadmap to improve the quality of the environment. Policy planners, researchers and professionals would find the implications of this study helpful in developing critical strategies.\u0000\u0000\u0000Originality/value\u0000The research practically explores households’ intention to purchase solar rooftops by filling the gap in previous literature. Findings of the study can equip firms with several advantages. Through the present study, one gets to know that developed and developing economies have similar energy usage issues. Further, it empirically examines the applicability of diffusion of innovation theory in the solar rooftops context.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46531078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"BUILD: a five-step process to develop theory-driven social marketing interventions","authors":"Yannick van Hierden, Timo Dietrich, S. Rundle-Thiele","doi":"10.1108/jsocm-11-2021-0252","DOIUrl":"https://doi.org/10.1108/jsocm-11-2021-0252","url":null,"abstract":"\u0000Purpose\u0000In social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the Co-create–Build–Engage (CBE) process offers a roadmap for marketing application, including outlining when and where social marketing’s eight benchmark principles have been applied, limited practical guidance on how and when theory should be applied is offered. This paper reports one case study demonstrating how theory was applied to deliver a theory-informed well-being behavior change intervention.\u0000\u0000\u0000Design/methodology/approach\u0000This paper proposes and applies a new five-step theory-driven social marketing intervention build process (BUILD) drawn from an extensive base of social marketing research and application. Using a case study method, we showcase how the five-step process was applied to inform the design, build and implementation of a well-being behavior change intervention.\u0000\u0000\u0000Findings\u0000This study proposes a five-step process to build theory-driven social marketing interventions called BUILD: Begin with the objective, Use theory, Initiate program design, Let’s produce and Develop the engagement plan. This study provides a step-by-step and easy-to-follow BUILD process which outlines how social marketers can apply a selected theory to inform program design and implementation.\u0000\u0000\u0000Practical implications\u0000The BUILD process offers a roadmap to build theory-driven social marketing interventions that include all elements of intervention development, namely, objective-setting, theory evaluation, selection and application, producing the program and planning for program engagement.\u0000\u0000\u0000Originality/value\u0000This study provides a novel five-step process to help social marketing researchers and practitioners build theory-driven social marketing interventions.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46664849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}