Identifying Perceived Barriers and Benefits to Reducing Energy Consumption in an Affordable Housing Complex

Reaves, Dan; Clevenger, Caroline M.; Nobe, MaryEllen C.; Aloise-Young, Patricia A.

doi:10.1177/1524500416632406

Cited by 9 publications

(11 citation statements)

References 26 publications

(33 reference statements)

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“…The result also revealed in H3 a positive significant connection between perceived benefit and motivation to engage in Covid-19 safety behaviours. This finding is consistent with past studies that found perceived benefit as a significant variable for influencing behaviour (Mercadante & Law, 2021; Reaves et al, 2016; Rundle-thiele et al, 2017). The work of (Mercadante & Law 2021) for instance, shows that perceived benefits play a significant role in the vaccination intention for both flu and Covid-19.…”

Section: Discussionsupporting

confidence: 93%

“…The work of (Mercadante & Law 2021) for instance, shows that perceived benefits play a significant role in the vaccination intention for both flu and Covid-19. Similarly, the findings of Reaves et al (2016) also show a positive significant relationship between perceived benefit and physical activity as consumers with high perceived benefits reports high physical activity than those with low perceived benefits. This finding however, contradicts the findings of Tavafian, Hasani, Aghamolaei, Zare, and Gregory (2009) who found insignificant relationship between perceived benefit and BSE behaviour.…”

Section: Discussionmentioning

confidence: 61%

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Social Distancing, Hand Washing and Handshaking Behaviour During and Beyond Coronavirus Pandemic: A Social Marketing Perspective

Tweneboah–Koduah

Coffie

2022

Social Marketing Quarterly

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Background SARS-CoV-2 (the virus that causes COVID-19) has spread to almost every area globally, infecting millions and killing millions. Several measures have been instituted across the globe to reduce the spread of the pandemic. However, the traditional strategies employed by governments and other stakeholders to tackle COVIT-19 pandemic have not been effective in changing behaviour. Focus The study sought to investigate the influence of social marketing on eliciting voluntary adoption of Covid-19 safety behaviours during and beyond the coronavirus pandemic by integrating two behavioural change theories. Key Hypotheses the study tested the following key hypotheses: perceived susceptibility of the Covid-19 pandemic will have significant influence on motivation to engage in safety behaviour, perceived severity to the Covid-19 pandemic will have significant impact on motivation to perform the Covid-19 safety behaviours, perceived benefits for engaging in the Covid-19 safety behaviours will significantly influence motivation to engage in the safety behaviours, perceived efficacy of the safety measures to prevent Covid-19 will have positive and significant impact on motivation to engage in the safety behaviours, there is a positive association between confidence in ability to perform the safety behaviours (self-efficacy) and motivation to perform the safety behaviours, there is a positive connection between cues to action and motivation to perform the Covid-19 safety behaviours and there is a negative relationship between perceived barriers and motivation to engage in the Covid-19 safety behaviours and Motivation to perform the Covid-19 safety behaviours will result in the actual performance of behaviour to wash hand frequently, avoid handshaking, social distance, and wear a facemask. Methods The data was collected from 540 respondents in Ghana and the hypothesised relationships analysed using partial least squares structural equation modeling (PLS-SEM). Results The study found a strong positive and significant relationship between motivation to engage in the safety behaviours and actual performance of the behaviour. The result further shows severity, perceived benefit, response efficacy, perceived barriers, cues to action, and self-efficacy as antecedents for motivation to engage in the safety behaviours during and after the pandemic. There was however, an insignificant relationship between perceived susceptibility and motivation to engage in the safety behaviours. Importance to Social Marketing Field The contribution of this research among others to the field of social marketing constitutes an extension of previous theories that will expand generalisations or fine-tune the theoretical propositions. It is worth mentioning that although the health belief model has been empirically proven for its predictive ability to explain a significant amount of variance in health-related behaviours, integrating response efficacy and motivation from the protection-motivation theory in our model provides a high explanatory power of the model. The study, thus, contributes to the theory-building effort in social marketing. Limitations Since this study only concentrated on residents in Accra, we do not assume that the findings reflect the views of the general Ghanaian population. This may limit the generalisability of the results. Future research may consider collecting data from the general Ghanaian population.

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Section: Discussionsupporting

confidence: 93%

Section: Discussionmentioning

confidence: 61%

Social Distancing, Hand Washing and Handshaking Behaviour During and Beyond Coronavirus Pandemic: A Social Marketing Perspective

Tweneboah–Koduah

Coffie

2022

Social Marketing Quarterly

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“…The Theory of Consumption Values (TCV) proposes five consumption values (functional, conditional, epistemic, emotional, and social) which, according to Goncalves et al (2016), consumers may seek from green consumption. When consumers enjoy benefits in adopting green behaviors Reaves et al (2016) found that there would be behavioral change.…”

Section: Introductionmentioning

confidence: 99%

Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application

Dilotsotlhe

Duh

2021

Social Marketing Quarterly

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Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances ( M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances ( M = 5.78). Most of the study participants have purchased one or more green appliances ( M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related drivers of attitudes and purchase behaviors identified in this study should be used to position and promote green appliances using the middle class consumers as opinion leaders or endorsers. Limitations: The main limitation is the use of a survey which limits provision of deeper insights into drivers and barriers of green appliances attitudes and behaviors.

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“…However, this method is problematic because it weights the variables differentially based on the variability within their scales, which is not well-justified. Previous works has suggested rescaling each variable so that their scales match (Reaves, 2014), but this method is also problematic because information is lost when continuous data is transformed to a five- or six-point scale. Future research should determine the best method for calculating GSP – that is, the method which best predicts the effectiveness of an intervention.…”

Section: Discussionmentioning

confidence: 99%

Using community-based social marketing to identify promising behavioral targets for reducing greenhouse gas emissions among college students

Ross,

Aloise-Young,

Curcio

2023

IJSHE

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Purpose The purpose of this paper is to recommend behavioral targets for future interventions to reduce greenhouse gas emissions at college campuses and to advise interventionists on how to choose between many potential behavioral targets. Design/methodology/approach The authors used the community-based social marketing (CBSM) methodology over two studies. In Study 1, the authors assessed adoption rates (i.e. penetration) and likelihood of adoption (i.e. probability) for 16 potential behavioral targets. In Study 2, the authors used quantitative and qualitative methods to assess the barriers and benefits of engagement in five of the top-performing behaviors from Study 1. Findings The findings suggest that an intervention to promote purchasing green energy credits (GECs) has a high potential to reduce emissions. Purchasing GECs has a small penetration (<7%) and a large impact (1,405 kgCO2e/person/year). Compared to the other four behaviors the authors examined in Study 2, purchasing GECs is also more convenient and requires very little time. Thus, the behavior should be appealing to many individuals interested in reducing emissions or protecting the environment. Originality/value The authors performed a holistic evaluation of potential behavioral targets that included a barrier and benefit analysis, in addition to the traditional CBSM method of combining impact, probability and penetration.

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Identifying Perceived Barriers and Benefits to Reducing Energy Consumption in an Affordable Housing Complex

Cited by 9 publications

References 26 publications

Social Distancing, Hand Washing and Handshaking Behaviour During and Beyond Coronavirus Pandemic: A Social Marketing Perspective

Social Distancing, Hand Washing and Handshaking Behaviour During and Beyond Coronavirus Pandemic: A Social Marketing Perspective

Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application

Using community-based social marketing to identify promising behavioral targets for reducing greenhouse gas emissions among college students

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