Background and Situation Analysis Transportation accounts for 28% of U.S. greenhouse gas emissions, with single-occupancy vehicle (SOV) commuting representing a behavioral challenge on some university campuses. At a large public university in the southeastern United States, most upperclassmen live off-campus and frequently commute by car despite access to a fare-free city-operated bus system funded in part by student fees. Formative research revealed that driving was perceived as the social norm and default option, associated with convenience, flexibility, and independence. Informational barriers, confusion between commuter buses and inner campus shuttles (ICS), and distrust of transit technology further limited bus adoption. The Dukes Ride campaign was developed to address these barriers using community-based social marketing (CBSM) principles within institutional and infrastructure constraints. Priority Audience(s) The primary audience was off-campus undergraduate commuters who rely on SOVs. A secondary audience included first-year students, targeted early to establish sustainable commuting norms before off-campus transitions. Indirect stakeholders included transportation, housing, student leadership, and sustainability partners. Behavioral Objectives The intervention sought to (1) decrease reliance on SOV commuting among off-campus students, (2) increase awareness and understanding of commuter bus routes, (3) strengthen intentions to use fare-free buses, and (4) increase adoption of bus commuting as a primary or supplemental mode of transportation. Strategy/Intervention Planning and Development Using intercept surveys (n = 176) and focus groups (n = 56), the campaign identified benefits, including cost savings, sustainability, and reduced parking stress, and barriers, including knowledge gaps, perceived inconvenience, norms, and structural constraints. (1) Product : Fare-free commuter bus routes with maps, tailored housing packets, route cards, and instructional videos. (2) Price : Reduced psychological costs through education, route clarification, and incentives tied to pledges. (3) Place : Materials distributed through housing complexes, housing fairs, bus shelters, tabling events, and a campaign webpage. (4) Promotion : School-spirit branding, credible campus figures, social media, Dukes Ride Week, pledges, incentives, and cross-campus partnerships. Evaluation Methods and Results Three tracking surveys ( N = 453 across three time points) assessed awareness and perceptions. Unprompted campaign recall increased from 23% to 53%, and aided recall of the campaign name increased from 8% to 32%. Agreement that bus rides are fare-free significantly increased ( p = .011), although the effect size was small and baseline agreement was already high. Convenience and environmental perceptions remained stable. Self-reported primary transportation mode remained stable, suggesting limited evidence of behavior change during the first year. Follow-up pledge survey findings indicated high satisfaction among riders but limited recruitment of new users, suggesting reinforcement effects more than behavior change. Given the cross-sectional design and low pledge follow-up response rate, findings should be interpreted cautiously. Recommendations for Social Marketing Practice Transportation-focused CBSM campaigns should pair branding and normative messaging with navigation support, reliable transit tools, and structural supports . Institutional partnerships and visible leadership endorsement enhance credibility. Sustained implementation, infrastructure alignment, and stronger evaluation designs using longitudinal tracking or objective ridership data are necessary to move from awareness gains to durable behavior change.
Background This study extends the discussion of partnership tension in social marketing, a common phenomenon in the field. Despite their prevalence, understanding these tensions remains underdeveloped, with discussion predominantly focusing on the private sector, which is often more complex in social marketing partnerships. Focus of the Article This study explores how partnership tensions are conceptualized in social marketing. Research Questions The following three research questions are addressed. • How are partnership tensions conceptualized within social marketing? • What are the root causes of partnership tensions in social marketing? • How are partnership tensions addressed in social marketing? Program Design/Approach This is a conceptual study. Importance to Social Marketing This study advances understanding of partnership tensions in social marketing by positioning them as embedded elements of behavioral change efforts. As social marketing increasingly relies on downstream, midstream, upstream, and system-level partnerships, tensions arising from contradictory logic, power asymmetries, and competing interests are inevitable. Yet, despite the centrality of partnerships, these tensions remain conceptually underdeveloped. By theorizing six distinct types of partnership tensions, this study enhances conceptual clarity and supports more reflexive and effective partnership practice within complex social marketing systems. Method A systematic literature review is used to achieve the objectives. Results The results of our study highlight the urgent need to conceptualize ‘partnership’, including a discussion of the role both controversial and non-controversial organizations play in partnership tensions. Recommendations for Research or Practice This study provides a foundation for developing more robust, empirical investigations of partnership tensions, thereby extending the knowledge base. The results are based on a small sample of 14 articles identified through the review. As a result, this conceptual study provides valuable insights but cannot be considered holistically generalizable.
Background Obstructive sleep apnea (OSA) is a common disease worldwide. It increases the risk of cardiovascular mortality and morbidity. A continuous positive airway pressure (CPAP) machine can reduce the risk of cardiovascular diseases. Despite the numerous benefits of CPAP in patients with OSA, half of the patients did not purchase a CPAP machine. There is limited data on why adult patients with OSA decide not to purchase a CPAP machine for personal use. Knowing these factors may be beneficial for physicians to address these barriers or provide some strategies for behavioral changes. Research Question To evaluate why adult patients with OSA did not purchase CPAP by using a qualitative phenomenological study to provide more in-depth details. Methods In-depth interviews were conducted until data saturation with 14 adult patients with OSA who did not purchase a CPAP machine. The qualitative data analysis was performed using content analysis and triangulation, with a comprehensive view to create data themes and a theme index from the experiences of individuals with OSA who did not purchase CPAP. Results There were two data themes in this study: perception of using the CPAP machine and decision-making regarding CPAP purchasing. Four key indexes were identified, including stigma of CPAP, perception of OSA, financial issues, and discomfort from CPAP. Conclusions The qualitative study found that the reasons for not purchasing a CPAP machine in patients with OSA are complex; potential factors include stigma of CPAP, perception of OSA, financial issues, and discomfort from CPAP. Importance to the Social Marketing Field Even though CPAP is a preventive treatment for future cardiovascular diseases caused by OSA, there are several barriers to purchasing CPAP. This research provides consumer insights into the low CPAP purchasing rates. Social marketers may use these results to develop potential campaigns or strategies for CPAP purchase at the individual, group, social, or national level.
Background Nicotine consumption among young adults remains a critical public health concern despite advances in tobacco control. The rapid rise of e-cigarettes and heated tobacco products has introduced marketing practices that frame nicotine use as modern, innovative, and less harmful. These strategies often leverage cognitive biases and digital environments to appeal to younger audiences, contributing to the normalization of nicotine consumption and challenging prevention efforts.Focus of the Article This manuscript reports Research and Evaluation emphasizing target audience orientation, competition, and behavior change. It examines how commercial marketing strategies exploit cognitive biases to influence perceptions and decision-making, and how these mechanisms can inform social marketing responses. By integrating behavioral economics and social marketing, the study contributes to understanding how marketing shapes health-related behaviors.Research Question The study investigates how cognitive biases embedded in marketing for new nicotine delivery devices influence young adults' perceptions, evaluations, and decision-making processes. It explores which biases-such as framing, halo/horn, decoy, and zero-price effects-most strongly shape perceived risk and product attractiveness.Program Design/Approach A social marketing lens is applied to analyze how commercial "competition" operates through cognitive mechanisms that shape behavior. Marketing mix elements-including product design, promotional strategies, pricing structures, and digital environments-are examined as interacting components that reinforce biased perceptions and normalize nicotine use among young adults.Importance to the Social Marketing Field This study advances social marketing theory by conceptualizing cognitive biases as a form of "competition" that influences behavior. It provides a framework for understanding how marketing communication shapes decision-making and offers insights for developing more effective counter-marketing and public health interventions.Methods A qualitative, exploratory design was employed with 15 young adults aged 22-28 in Spain. Participants were recruited through university networks and social media. Semi-structured interviews explored perceptions of nicotine marketing, awareness of persuasive strategies, and behavioral responses. Data were analyzed using reflexive thematic analysis.Results Participants demonstrated awareness of persuasive marketing tactics but remained influenced by them. Marketing emphasizing design, innovation, and reduced harm activated multiple cognitive biases-particularly framing, halo effects, and decoy mechanisms-leading to more favorable evaluations and reduced perceived risk. A key finding is the tension between awareness and influence, where recognition of manipulation does not necessarily translate into resistance.Recommendations for Research or Practice Social marketing interventions should move beyond information provision and explicitly address the cognitive biases embedded in commercial marketing. Strategies that reframe risk, disrupt misleading associations, and account for heuristic processing may enhance the effectiveness of counter-marketing and regulatory approaches.Limitations As a qualitative study, findings are not statistically generalizable. The sample is limited to Spanish young adults and relies on self-reported experiences. Future research could employ mixed-method approaches and cross-cultural designs to extend these findings.
Adolescents in South Africa are increasingly exposed to unregulated sex-related content through peers, social media and digital platforms. Such exposure introduces behavioral risks related to sexual health, identity formation and decision-making, mainly when trusted adult guidance is limited. Open dialogue about sex and sexuality within many African families is continuously constrained by cultural and religious norms emphasizing respect, hierarchy and moral authority. These norms produce patterns of silence, selective disclosure and guarded communication, that create competitive information environment in which peer and media narratives may displace family influence. Focus of the Article This formative, audience-oriented study aligns with core social marketing principles by examining family communication as a precursor to behavioral possibility not solely focusing on awareness outcomes. Grounded in Communication Privacy Management (CPM) theory, this research explores how African parents and adolescents manage privacy rules, silence, secrecy and peer reliance function. It positions families as strategic partners in shaping meaning, trust and readiness for future sex-related health decision-making. Research Questions 1. What influences Black South African parents and adolescents to discuss issues of sex and sexuality and what privacy boundary rules do they establish and negotiate? 2. How do parents and adolescents envision more effective and culturally acceptable sex and sexuality communication? Importance to Social Marketing This research contributes to social marketing scholarship by reframing family communication as a relational exchange process that shapes trust, message acceptance and behavioral readiness. Without relying on fear-based or purely informational messaging, findings suggest that interventions should begin by transforming how sex and sexuality are discussed within families. By supporting privacy negotiation, gradual disclosure and value-aligned communication strategies, social marketing initiatives can strengthen culturally responsive approaches to adolescent sexual health while respecting religious beliefs, family authority and individual agency. Methods A qualitative design was employed, drawing on in-depth interviews with Black African parents of adolescents and young adults in South Africa. Data were thematically analyzed using CPM theory to examine information ownership, disclosure boundaries, communication practices and boundary turbulence. Results Findings reveal that both parents and adolescents desire meaningful engagement on sex and sexuality. However, disclosure is strategically regulated through culturally informed privacy rules. Adolescents often adopt silence or partial disclosure to preserve respect and relational harmony, while parents assert authority through restricted information sharing. These dynamics produce boundary turbulence as adolescents seek autonomy and external knowledge sources while parents maintain claims of information ownership. Recommendations for Research This study recommends that social marketing interventions prioritize family-based communication strategies that normalize gradual disclosure, clarify communication roles and support collaborative privacy negotiation. Programs should be culturally and religiously responsive, leverage trust-building mechanisms and equip parents with skills to engage adolescents in ways that reduce fear, stigma and moral judgment while strengthening long-term behavioral readiness.
Background COVID-19 caused millions of deaths worldwide, prompting social marketing campaigns to promote prevention behaviors and adherence to public health guidance. This crisis underscores the need to strengthen global social marketing to drive behavior change.Focus of the Article This study examines cross-cultural drivers of COVID-19 behavior change. Using the Theory of Planned Behavior (TPB), it assesses how attitude, subjective norms, and perceived behavioral control shape intention, and how individualism-collectivism (I-C) at country and individual levels affects these TPB antecedents.Research Questions (1) Within the TPB framework, which factors predict intention to adopt COVID-19 prevention behaviors? (2) Does national individualism-collectivism affect TPB antecedents (attitude, subjective norms, perceived behavioral control)? (3) Do personal I-C cultural orientations (horizontal individualism, vertical individualism, horizontal collectivism, vertical collectivism) affect these antecedents?Importance to the Social Marketing Field This study offers a theoretical model integrating TPB with individualism-collectivism at both country and individual levels. The findings clarify how I-C cultural values shape behavior change, advancing knowledge and offering actionable guidance for global social marketing.Methods Online surveys were administered in an individualist country (United States) and a collectivist country (Taiwan) during the pandemic to test the hypotheses.Results Integrating TPB with individualism-collectivism yielded a robust cross-cultural model of intention to adopt COVID-19 prevention behaviors. In Taiwan (collectivist), subjective norms were the strongest positive predictor of intention. In the United States (individualist), intention was driven mainly by attitude and perceived behavioral control. At the individual level, horizontal collectivism shaped these antecedents and thereby indirectly influenced behavioral outcomes. Together, the findings provide multilevel evidence to guide global social marketing strategies.Recommendations for Research or Practice Future research should investigate the generalizability of this study's I-C culture model across diverse populations, global social issues, and countries. Social marketers should design more relevant and effective communications by tailoring messages to align with cultural values. Regardless of I-C cultures, social marketing campaigns should leverage and cultivate horizontal collectivism (HC) values to promote behavior changes for the benefit of society.
Background Despite sustained social marketing and public communication efforts in Vietnam promoting waste reduction, plastic-use reduction, and greener mobility, behaviour change remains uneven. Prior research using the theory of planned behaviour (TPB) shows that attitude and perceived behavioural control (PBC) predict pro-environmental consumption intention, yet these relationships are not always consistent across contexts. This study therefore examines whether a moral-value factor, biospheric value orientation (BVO), helps explain when TPB predictors translate into stronger pro-environmental consumption intention.Focus of the Article We extend TPB by theorising BVO (prioritizing the well-being of nature and the biosphere) as a moderator that shapes the strength of the attitude-intention and PBC-intention relationships in pro-environmental consumption.Research Question How does biospheric value orientation moderate the impact of (a) attitude toward pro-environmental consumption and (b) perceived behavioral control on pro-environmental consumption intention?Importance to the Social Marketing Field By clarifying when rational predictors (attitude, PBC) translate into intention, the study helps social marketers design more effective interventions in settings where campaign exposure is high but behavioral outcomes are mixed. It also highlights that BVO as a segmentation and message-framing lever to improve program efficacy and reduce ineffective campaign spending.Method A quantitative survey research method was conducted among Vietnamese consumers (N = 293). Data were analyzed with regressions to test the proposed hypotheses.Results Results reveal that attitude towards pro-environmental consumption and perceived behavioral control are significant predictors of pro-environmental consumption intention. BVO strengthens the attitude-intention relationship but weakens the reliance of PBC when forming intention.Recommendations for Research/Practice Our study shows that consumers form stronger intentions to engage in pro-environmental consumption when they hold positive attitudes toward such behaviours and feel capable of performing them. Furthermore, individuals with stronger BVO are more likely to translate their positive attitudes into pro-environmental consumption intentions even when they perceive barriers or inconvenience.Limitations First, the survey-based research design among Vietnamese consumers might limit the generalizability of our findings. Second, only the moderating role of BVO was investigated in the study. Future research should further examine other personal or cultural values as moderators in this relationship.
Background Outdoor air quality has significant health effects for susceptible groups, such as outdoor workers. Identifying motivations for such audiences to seek information about air quality is important to inform evidence-based practices to protect health and well-being.Focus of the Article We examine the effects of an organizationally based social marketing air quality campaign targeted at outdoor workers designed using the EAST (Easy, Attractive, Social, Timely) framework. Key perceptions from the theoretical models of information seeking were analyzed after the conclusion of the campaign.Research Question Does a social marketing campaign designed with the EAST framework increase outdoor air quality risk perceptions, informational subjective norms, and routine and nonroutine information seeking behaviors?Program Design/Approach The "Air Aware" campaign was developed based on insights from employees in the organization where the campaign was implemented and a state-wide survey of outdoor workers in the state of implementation. The campaign was designed using principles from the EAST framework to make information about air quality easy to access, engaging, and relevant to the needs of the audience, for whom exposure to outdoor air is an unavoidable part of their daily life.Importance to the Social Marketing Field By integrating a campaign design informed by the EAST framework with evaluation of theoretically informed information behaviors, this study bridges behavioral insights with communication theory to inform campaign design and evaluation. The innovative theory-practice hybrid approach demonstrates how aligning behavioral nudges of the EAST framework with cognitive and social explanations of information behaviors can inform the design and evaluation of targeted public health campaigns.Methods A pre-/post-test quasi-experimental design (treatment and control group) with outdoor workers for city and county organizations in an area susceptible to poor outdoor air quality in summertime was used to evaluate the campaign.Results The campaign increased select behaviors and perceptions related to information seeking.Recommendations for Practice Practitioners can use insights from this study to design targeted campaigns that leverage behavioral nudges and audience-specific motivations to increase information seeking, an important precursor to other behavioral adoptions, among high-risk groups such as outdoor workers.
Background In response to the Companies Act of 2013, Corporate Social Responsibility (CSR) initiatives have exploded in India. However, little research exists on Corporate Social Marketing (CSM) in India. Focus of the Article The current study addresses this gap and synthesizes insights from 31 CSR interventions in India across diverse industries, organized according to Campbell et al.'s (2022) corporate social marketing benchmarks to assess program development, research methods, audience targeting, partnerships, and market mix components. Research Question To what extent does the presence of corporate social marketing benchmarks predict the effectiveness of corporate social marketing interventions? Method The study employs qualitative content analysis to examine CSM programs across diverse industries in India, including FMCG, financial services, and manufacturing. The companies were selected from a list of nominated companies (including some who won or were included as honorable mentions) for the National CSR Awards in India in 2019 and 2020. The study evaluates the alignment of these CSM interventions with Sustainable Development Goals, adherence to CSM benchmarks, and the effectiveness of communication strategies. Findings The analysis reveals a significant link between the higher presence of corporate social marketing benchmarks and the success of the interventions (chi(2) = 9.64, p < .01). Strategic (such as 4Ps) and planning benchmarks (outcome setting objectives and partners) were observed in most interventions, while research and audience understanding benchmarks were the least frequent. The study also highlights the strengths and weaknesses of the interventions and proposes strategies to improve corporate involvement in social change. Recommendations to Research/Practice The current study validates the benchmarks presented by Campbell et al. (2022) as a practical tool to evaluate the effectiveness of CSM interventions in India. Additionally, this study underscores the expanding role of corporate social marketing (CSM) in driving behaviour change and advancing the broader social marketing agenda. Importance to the Social Marketing Field The current study advances the understanding of CSM in India by analyzing CSR interventions through a corporate social marketing benchmark lens, examining their strategic aspects, gaps, and key strengths to enhance corporate engagement in social change.
Background Climate change poses significant risks to student well-being, yet sustainability education remains limited in higher education curricula. University program directors play a key role in providing sustainability education. This research examined program directors' beliefs about having a mandatory sustainability course and identified key drivers and barriers to inform intervention strategies aimed at increasing their intention to have such a course.Focus of the Article This research used the Reasoned Action Approach to understand what motivates program directors to have a mandatory sustainability course in their programs.Research Question What beliefs underlie the intention of university program directors to have a mandatory course on sustainability in their program, and which beliefs are most influential in shaping this intention?Importance to the Social Marketing Field This research contributes to social marketing by applying the Reasoned Action Approach to inform the development of interventions to promote sustainability education. The findings provide actionable insights into belief-based strategies that can be linked to social marketing principles for motivating university program directors to have a mandatory sustainability course.Methods The research used a mixed-methods approach with two studies. Study 1 used a semi-structured belief elicitation procedure with open-ended questions to identify program directors' beliefs. In Study 2, the most salient beliefs were transformed into closed-ended questions to quantitatively assess their strength and valuation to determine which beliefs drive program directors' intention to have such a course.Results The results revealed several behavioral beliefs (e.g., "With a sustainability course I can encourage students to think independently and critically"), key referent groups (e.g., advisory boards, teachers, students), and control beliefs (e.g., "Knowing how to ensure program alignment") as key candidates to target in interventions aimed at increasing program directors' intention. Such interventions are needed to increase the supply of sustainability education in higher education, as program directors sampled in our research reported a weak intention to have a mandatory sustainability course.Recommendations for Research or Practice The findings allow for the development of various social marketing-based intervention initiatives aimed at strengthening the intention of university program directors to have a mandatory sustainability course. Interventions should, for example, target key behavioral beliefs, reinforce normative pressure from advisory boards, teachers, and students, and address control beliefs by, for example, demonstrating how to ensure that a sustainability course fits the program end-terms.
Background Despite growing environmental awareness, many young consumers continue to engage in fast fashion overconsumption. This study explores why young Mexicans, though willing to adopt sustainable behaviors, struggle to translate that intention into action due to different barriers.Focus of the Article This study examines how emotional and social barriers prevent sustainable behavior among young Mexican fast fashion consumers. Using a phenomenological approach grounded in the Theory of Planned Behavior, it aims to generate insights that inform social marketing interventions targeting fast fashion overconsumption.Research Questions What consumer attitudes drive fast fashion overconsumption? How do subjective norms influence fast fashion overconsumption? What is the role of perceived behavioral control in sustaining or discouraging fast fashion overconsumption? What drives the intention to overconsume fast fashion?Importance to the Social Marketing Field This study demonstrates how a phenomenological approach can deepen understanding of fast fashion consumption by uncovering emotional and social drivers often overlooked in quantitative research. It reinforces the applicability of the Theory of Planned Behavior for addressing challenges to sustainability and provides actionable insights for designing social marketing interventions aimed at reducing overconsumption among young consumers.Methods Grounded in the Theory of Planned Behavior (TPB) and using a qualitative phenomenological design, this study explores the lived experiences of university students and recent graduates aged 18 to 30. All participants were active as fast fashion consumers who demonstrated awareness of the industry's social and environmental impact. Data were collected through 10 focus groups and 11 triads, involving a total of 101 participants residing in central Mexico.Results Although participants expressed environmental concern and a desire to change their behavior, their consumption behaviors remained driven mostly by emotional factors such as stress relief, low mood, and the pursuit of pleasure through trendy, affordable clothing. Fast fashion was closely linked to emotional well-being, identity, and self-confidence. The findings also reveal a dynamic interaction between TPB constructs, illustrating how attitudes, subjective norms, and perceived control influence each other throughout the decision-making process.Recommendations for Research or Practice By combining TPB with qualitative insights, this study reveals the emotional and social dynamics behind fast fashion overconsumption among young consumers. These findings offer valuable guidance for developing future social marketing interventions aimed at reducing fast fashion overconsumption in this segment.
Background Food waste has doubled since 2021. International organizations and researchers argue that multiple stakeholders-and the field of marketing in particular-can help mitigate this problem by promoting sustainable lifestyles through social media. Message framing is known to influence consumers' sustainable behavior. However, there is a gap in the literature regarding how different sources frame food waste messages on social media or which groups lead these communications.Focus of the Article This research addresses this gap by showing what group of senders lead communication about food waste and how different groups frame food waste messages on X.Method Posts in English containing the hashtag #foodwaste published between May and October 2022 were collected using a combination of the Twitter API and the social networking scraper SNS in Python. Characteristics of users generating the posts were retrieved from their profiles and analyzed using content analysis. Using social network analysis and hierarchical cluster analysis, the main group of hashtags used as frames were classified to determine the frames used by every group of users.Research Questions What actors lead the communication regarding food waste on X? How do different actors frame their food waste messages on X?Importance to the Social Marketing Field This explorative study focuses on prospect theory, specifically on message framing for social marketing research.Results Companies led the #foodwaste communications on X. Among the 10 groups of message senders identified, seven used a "loss" frame, whereas five employed a "doing more" frame. However, these messages did not encompass all possible solutions to the problem, suggesting that #foodwaste communications on X emphasize the negative consequences of food waste more than the actions or behaviors needed to reduce it.Recommendations for Research or Practice Stakeholder groups seeking to combat food waste through social marketing campaigns on social media should focus on communicating practical, research-based actions and behaviors, using slogan hashtags to enhance engagement. They should also involve diverse stakeholders in the design process to create more targeted and effective campaigns. This study adds to the literature on food waste message framing for social marketing by providing a comprehensive view of the frames used by different sources when communicating about the food waste issue. Furthermore, it identifies information that could be disseminated, offers recommendations for stakeholders interested in enhancing their communication efforts to reduce food waste, and provides suggestions for future research.
Background Littering, the incorrect disposal of waste has become a widespread and costly social issue globally. Consequently, sustainable management of litter has evolved into a global necessity, highlighting its essential role in attaining various Sustainable Development Goals (SDGs). India plays a major role in contributing to the solid waste in the continent and hence, is struggling with this social problem.Focus of the Article Guided by the empirically tested integrated model developed in previous studies by the authors, the current study designs and explores the practical social marketing strategies targeted at encouraging anti-littering behavior.Research Question What are the key social marketing interventions that can be effective in adopting anti-littering behavior?Method The present research used a survey questionnaire to gather data. Subsequently, by performing Exploratory Factor Analysis (EFA), a four-component social marketing intervention mix was suggested to target the most impactful determinants identified by testing the aforementioned integrated model.Importance to the Social Marketing Field The current study proposes a social marketing interventions mix based on an empirically tested integrated behavior change theoretical framework to guide the development of effective social marketing behavior change campaigns.Recommendation for Research or Practice The intervention mix proposed in the current studymay act as a tool for policymakers to identify appropriate social marketing intervention mix to target diverse groups requiring diverse treatments to change their undesired behavior.
Background and Situation Analysis Social marketing campaigns are an effective, multi-channel approach for widespread dissemination of public health messages. When campaigns first launch, developers of the campaign should assess reach and effectiveness amongst the priority audience (i.e., adults eligible for SNAP-Ed) and gather stakeholder feedback (i.e., staff and community) to inform adoption, implementation, and maintenance.Priority Audience The priority audience for the Eat.Move.Save. social marketing campaign is adults eligible for SNAP-Ed.Behavioral Objectives The behavioral objectives for the campaign were to: (1) increase engagement with Eat.Move.Save. (i.e., visits to the website, downloading resources, etc.); (2) increase likelihood of healthy nutrition choices consistent with Dietary Guidelines for Americans and MyPlate; (3) increase physical activity levels among campaign recipients; and (4) improve food resource management.Strategy/Intervention Planning and Development Formative research, including virtual focus groups and an online survey, was conducted with the campaign's priority audience to inform the development of the marketing strategy. Results then informed the marketing mix, which used the four P's.Evaluation Methods and Results The final campaign, named Eat.Move.Save., underwent a process and outcome evaluation using the RE-AIM framework. The campaign's priority audience, program staff, and community partners were invited to share feedback about the campaign through online surveys. The final survey sample included 1,167 responses from community members (i.e., the priority audience), 82 responses from program staff, and 94 responses from community partners. Overall, approximately 20% of community members recalled seeing campaign messages, with priority audiences more likely to recall messages than others. Community members who recalled messages were also more likely to take action toward campaign-focused health behaviors. Awareness of the campaign was high amongst staff and community partners with most believing the campaign reinforced or supported their work. However, both staff and community partners were unsure if the campaign reached the priority audience.Recommendations for Research or Practice Results from this evaluation highlight the value of engaging multiple viewpoints in social marketing evaluation to support continuous improvement of campaign messaging and dissemination. Campaign and message developers should consider including the priority audience and other social marketing campaign stakeholders, like program staff and community partners, in ongoing campaign activities such as planning, dissemination, and evaluation to best support reaching campaign goals.
Background The social marketing mix is an accepted tool for effective interventions. Definition and utilisation of place, the third P from the social marketing mix, have long challenged social marketers. Multi-disciplinary and systems thinking may help to strengthen the social marketing offering. Focus of the Article We introduce a sociospatial, systems-oriented framework for Place in social marketing-the PNST model (Place-Network-Scale-Territory), centred on the Place of behaviour as the core analytic lens. Importance to the Social Marketing Field In adapting sociospatial theory for social marketing, the framework clarifies what Place is, how it operates, and how it can be intentionally designed. It advances field-level theory and strengthens formative research. The importance of different Places alongside use of policy, rules and regulations, and micro-level tactics with meso-, exo- and macro-level system determinants relevant to behaviour change are highlighted. Methods A narrative scoping literature review was conducted across social marketing and sociospatial scholarship. Using theory synthesis and model adaptation, the TPSN/PTSN tradition was reframed for social marketing to propose PNST. The synthesis maps implications for formative research and strategy design. Results PNST specifies four interrelated dimensions: Place of the focal behaviour (location, setting and meaning), Network (behaviour-relevant linkages across Places), Scale (micro-meso-exo-macro levels), and Territory (policy, rules and regulations). Centring on the Place of behaviour, PNST distinguishes Place from promotion/distribution, structures formative diagnostics, aligns strategies with system levers, and yields testable propositions-including those for digital/virtual spaces, placelessness and non-place.
Background Previous research on the relationship between the age of consumers and their membership in a specific generational cohort and pro-environmental attitudes has not yielded definitive conclusions. These studies can be categorised into four groups: (1) indicating that young consumers, mainly Generation Z, are the most concerned about the environment, (2) suggesting the opposite - that older individuals, most often Generation X, demonstrate the highest environmental concern, (3) showing that age does not play a significant role in shaping environmental attitudes, and (4) studies with inconclusive results. These inconsistencies highlight a research gap concerning whether pro-environmental attitudes and intentions are genuinely generational or influenced by other factors. Focus of the Article Addressing this research gap, this study focuses on the pro-environmental commitment, pro-environmental self-efficacy, and pro-environmental intentions to reduce consumption among Generations X, Y, and Z. Research Question RQ1: How does the impact of pro-environmental commitment on the intention to reduce consumption vary across generations? RQ2: How does the impact of pro-environmental self-efficacy on the intention of reducing consumption differ between generations?. Program Design/Approach We designed and conducted research based on data collected through a survey and the use of the structural equation modelling (CB-SEM) method, a commonly recognised method in pro-environmental research. Importance to the Social Marketing Field We proved that pro-environmental commitment also affects pro-environmental self-efficacy, but intergenerational differences are not significant. Although pro-environmental commitment drives intention to reduce consumption more strongly in older generations, younger individuals rely more on their pro-environmental self-efficacy. Methods The data were gathered through an online survey, independently completed by respondents in Poland. Together, we collected properly completed responses from 258 members of Generation X, 218 of Generation Y, and 244 from Generation Z. This study examines generational differences in the intention to reduce consumption for environmental reasons using structural equation modelling (CB-SEM). Results The results confirm that the impact of commitment to the environment on the intention to reduce consumption for pro-environmental reasons is the strongest in Generation X, then weaken within the younger generations, finally being the lowest for Generation Z. Intention to reduce consumption is also shaped by pro-environmental self-efficacy, however, this relationship is the strongest for the youngest Generation Z, then the strength diminishes to the weakest for Generation X. While pro-environmental commitment drives intention to reduce consumption more strongly in older generations, younger individuals rely more on their pro-environmental self-efficacy.
Background Modern zoos seek to support their audiences in taking conservation action. To increase participation and maximize environmental impact, zoos should consider their community members' perspectives from the outset -- i.e., in the selection of the action -- including understanding perceived barriers, benefits, current participation, and ease of taking the action.Focus of the Article This article focuses on a zoo's process to integrate community perspectives when selecting conservation actions for messaging. We collected data from four audiences and applied community-based social marketing (CBSM) and other decision-making models to identify conservation actions in which efforts by the zoo could increase community engagement and behavior change.Research Question How can a zoo incorporate community perspectives into the process of selecting conservation actions for messaging?.Importance to Social Marketing Field Using the CBSM decision-making equation and a novel decision-making equation inspired by research with zoo visitors (the NERO model), the Queens Zoo balanced environmental impacts, community perspectives, and its' expertise in developing and implementing conservation campaigns. Other institutions, like schools, museums, and universities looking to engage their communities in actions should apply this strategy to maximize the impact of their campaigns, especially when an action does not need to be done at home.Methods We used a two-phase mixed-methods design to answer our research question. Phase 1 included a content analysis, a survey of 42 zoo educators, interviews with 28 Queens Zoo visitors, and focus groups with 24 community members to identify eight conservation actions that were local priorities. We explored these actions more deeply in Phase 2, fielding an online survey to 400 residents of the New York City metro area. We used survey and environmental impact data to assign numeric values to the variables in two decision-making equations: CBSM and the NERO model, which is based on research with zoo visitors. Using the scores, we ranked the eight actions relative to each other and used these results to inform discussions with zoo leadership to strategically identify actions where the zoo's expertise can support broad and sustainable behavior change.Results Conservation actions prioritized during Phase 1 primarily included protecting the environment in general and protecting wildlife and habitats. Phase 2 survey data and application of the decision-making equations highlighted four actions nested within those themes -- enrolling with a clean energy provider, advocating for green space, reducing plastic use, and creating wildlife habitat -- as having high potential to engage many people and have meaningful environmental impact. Discussions with zoo leadership focused on how these actions align with zoo priorities and expertise and how the zoo could support communities in conservation action.Recommendations for Research or Practice Conservation organizations seeking to support people in the behavior change process should consider how decision-making equations and data from their communities can help them select actions for campaigns. Incorporating community perspectives throughout the design of a conservation action campaign will increase relevance and interest and maximize participation and environmental impact.
