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The Impact of Social Marketing Intervention on Reducing Water Consumption: an Extension to the theory of Planned Behavior
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Journal Article
The Impact of Social Marketing Intervention on Reducing Water Consumption: an Extension to the theory of Planned Behavior
2021
Overview
[...]the public in Jordan has experienced tensions over water shortage even before the arrival of refugees from Syria in the last ten years (Kaarud Mansour Mohamed, 2020). [...]applying a high price strategy to manage household water demand would perceive as socially inequitable and politically argumentative (Molle, Venot, & Hassan, 2008; Hawamleh et al.,2020). [...]social marketing campaigns may be the solution where the ultimate goal is voluntary behavior change to decrease water consumption, this provides the potential to foster sustainable consumption of a progressively scarce, yet essential resource (Lowe, Lynch, & Lowe, 2015; Ngah et al., 2021). According to Frederiks, Stenner, and Hobman (2015), interventions must link public awareness, behavior change, incentives, and conservation with sustainable strategies for national development. According to French and Blair-Stevens (2010), social marketing must-have core elements components which include: the ultimate goal for social marketing must be achieving behavioral change; obtaining targeted audience insight is necessary to gain an in-depth understanding about what inspires and moves the individual to change their behavior; segmenting customers into different groups that have similar features to design a suitable message which matches the segment's needs; providing the target audience with something beneficial in return for exchanging with the proposing; Considering competition by providing benefits which best distinguish healthy options from the competing behaviors; applying a full marketing mix when designing social marketing program; and finally, by applying theory, interventions are more likely to create more success.
Publisher
\"Vasile Goldis\" Western University Arad, Romania
