“3S Project”: A Community Based Social Marketing Campaign for Promoting Sustainable Consumption Behavior Among Youth

Abstract

This study aims to evaluate a community-based social marketing (CBSM) campaign for promoting sustainable consumption behavior (SCB) among Thai youth. As a result, the "3S Project" was a CBSM campaign innovation to promote SCB among Thai youth which was created and piloted with a small segment of university students. The project was evaluated using quasi-experimental research in the form of a non-equivalent control group, designed for checking the effectiveness. Multivariate analysis of variance (MANOVA) at .05 statistically significant level was employed in this analysis. After intervention, it found that the "3S Project" innovation was effective. The mean scores of the experimental group were higher than the mean scores of the control group significantly in all five indicators, including the attitude towards behavior, the subjective norm, the perceived behavioral control, the intention to perform SCB, and sustainable consumption behavior (SCB). These results were recognized as new findings in the field of social marketing communication. They extend the existing body of knowledge in this field of study because using CBSM for sustainable behavior change in Thailand is still considered as being in its initial stage. Therefore, the results of this research project will be strongly beneficial for social marketing practitioners, communication campaign planners, and any organizations related to promote SCB among youth on all levels (international level, national level, and even local level) in utilizing this CBSM campaign innovation for promoting SCB among the Thai youth, both effectively and efficiently.

Creative Content on the Digital Campaign Tokopedia “Seller Story”

“…Therefore, the conventional social marketing campaign program is based on this perspective, in attempting to alter behaviour by providing information through various media, both online and offline, to affect the targeted population. However, enhancing knowledge and altering attitudes by using information-based campaigns may not affect at all, or may have only a little effect upon any major behaviour change (Vantamay, 2019).…”

Some Interventions to Shift Meta-Norms Are Effective for Changing Behaviors in Low- and Middle-Income Countries: A Rapid Systematic Review

“…All but 2 of the 29 studies fall within the health or DRG sectors as the primary sector (not in table). Of the two exceptions, one tests a social marketing project to alter sustainable consumption behavior [ 30 ] (coded as environment and climate change), and the other studies an economic empowerment program to change education and employment behavior [ 31 ] (coded as economic growth). The majority of the studies concern HIV prevention [ 26 , 32 , 33 , 34 , 35 , 36 , 37 ], gender-based or intimate partner violence [ 38 , 39 , 40 , 41 ], or a combination of the two [ 28 , 29 , 42 , 43 , 44 , 45 ].…”

“…Of the eight studies conducted outside of Africa, four come from South Asia [ 39 , 46 , 48 , 49 ], two from Thailand [ 30 , 37 ], and one each from Guatemala [ 54 ] and Mexico [ 41 ]. The programs in South Asia and Latin America are all gender equality and gender-based violence programs.…”

Gender Analysis on Sustainable Consumption Behaviour among Homestay Guest at Langkawi Island

“…In Thailand, the study by Vantamay (2019) found that behavioural control was perceived to have the greatest impact. Then, is followed by attitude on behaviour and subjective norms among young consumers in Thailand towards sustainable consumption behaviour.…”

“…norms, values, and attitudes), as well as socio-demographic characteristics (e.g. gender, age, and education), might drive people to take action on environmental issues (Vantamay, 2019).…”