Investigating the relevance of the traditional marketing mix across different stages of change: empirical evidence from household recycling

Abstract

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

Marketing Mix Modeling of Traffic to the Store Under the Covid-19 Crisis

“…The study by Issock et al (2021) [25] showed that the impact of the marketing mix depends on the stage of change at which the target audience is. Thus, the results show that the elements of the marketing complex significantly affect the intention to act, when the target audience is in the stages of reflection and preparation.…”

Strategy Marketing Mix Born Neo Café at South Pontianak

“…Marketing scholars have redefined the original 4P concept, expanded the 4Ps with additional Ps, and developed new concepts to supplant the marketing mix in response to widespread criticism of the marketing mix from academics and practitioners (Lahtinen et al, 2020) There are limitations in adopting the traditional marketing mix in social marketing initiatives have provided relevant arguments. This study discusses the limitations of the traditional marketing mix in behavior change programs and the need for a segmented approach based on the stages of behavior change when using the 4Ps (Issock Issock et al, 2021). The study (Cruz-Milán, 2022) identified factors that are internal and external to the company because they affect the implementation of the marketing mix.…”

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

“…This process requires communication to achieve different outcomes, in parallel with the assumptions of the levels of the hierarchy of effects (Bleoju et al, 2016). Furthermore, the whole process requires different marketing techniques to reinforce the social benefit of change, minimizing barriers and ensuring accessible conditions for change (Issock Issock et al, 2021).…”

“…Although segmented social marketing interventions can follow the model of the stages of behavior change (Issock Issock et al, 2021), the campaigns tend to ignore the maintenance stage of TTM (Akdas ¸& Cismaru, 2021), thus requiring a more robust focus on retention and loyalty to achieve the desired attitudinal and behavioral changes. The incorporation of digital marketing in the social marketing strategy allows, in this sense, the use of real time digital analytics, which can be an advantage for that purpose.…”

“…The application of the TTM to social marketing strategy proposes that social marketers should go beyond the disclosure of information messages by also focusing on other marketing techniques to achieve the conversion of behavior change (Levit et al, 2016). In social marketing, this conversion perspective assumes major relevance, given the lack of attention to social marketing techniques besides communication (Issock Issock et al, 2021). In fact, commitment and loyalty are needed to achieve sustained behavior change (Hjelmar, 2005) in order to realize the expected return on social good from the social marketing investment (Dann, 2010; Nicholls, 2017).…”