消费者对用水行为变化的洞察:社会营销形成性研究

IF 2.3 Q3 BUSINESS
Ali Ibrahim, S. Rundle‐Thiele, Ra'd Almestarihi
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引用次数: 0

摘要

背景与形势分析联合国在21世纪初宣布了严重的全球水危机。在阿拉伯联合酋长国(UAE),由于缺乏天然淡水资源和极端恶劣的天气,缺水问题比世界其他地区更为严重。所有这些加上世界上最高的个人用水量;人均每天消费量为500升,比全球平均水平高出约82%。文章的重点本研究的主要目的是深入了解可能影响居民用水行为的因素,并为利用社会营销影响居民行为开辟更多途径。研究问题研究问题是:RQ1:对UAE当前的水资源状况有什么看法?RQ2:目前UoS居民的用水行为是什么?RQ3:什么有助于降低用水量?对社会营销领域的重要性本研究的重要性在于开发一个模型,该模型可用于使用社会营销原理改变个人用水行为。方法采用案例研究方法,使用焦点小组方法从沙迦大学收集数据进行本研究。六个焦点小组的便利样本,共有39名参与者,包括学生、教职员工、行政人员和其他利益相关者,构成了当前研究的基础。结果该项研究表明,居民对国内水资源状况缺乏准确的了解。此外,消费者的宗教信仰与实际消费行为不匹配。研究/实践建议在这一领域应该进行更多的研究和研究,特别是在个人行为问题方面,个人需要鼓励和激励来改变潜在的习惯,如过度饮水、肥胖和交通事故。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Insights into Changing Water Consumption Behavior: A Social Marketing Formative Study
Background and Situation Analysis The United Nations has announced serious global water crises at the beginning of the 21st century. In the United Arab Emirates (UAE), the problem of water shortage is more significant than in other parts of the world, due to lack of the natural freshwater resources and extremely harsh weather. All of this compounded with the highest individual water consumption in the world; the average consumption per capita is 500 L a day, around 82% above the global average. Focus of the Article The main objectives of this study were to gain insights about factors that might impact residents water consumption behavior and open more avenues for using social marketing to influence residents’ behaviors. Research question The research questions are: RQ1: What beliefs are held about the UAEs current water situation? RQ2: What are the current water consumption behaviors of UoS residents? RQ3: What would facilitate lower water consumption? Importance to the Social Marketing Field The importance of this study is to develop a model which may be employed to change individual water consumption behavior using social marketing principles Method A case study methodology was applied to collect data from the University of Sharjah for this study, using the focus groups method. A convenience sample of six focus groups with a total of 39 participants of students, faculty members, administrative staff, and other stakeholders formed the basis of the current study. Results This study revealed that the residents lacked accurate knowledge about the water situation inside the country. In addition, consumers showed mismatch between their religious beliefs and actual consumption behaviors. Recommendations for research/or practice More studies and research should take place in this field, especially in connection with personal behavior issues where individuals need encouragement and incentives to change underlying habits, such as over-consumption of water, obesity, and road accidents.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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