Abstract:Purpose of the article: The paper deals with question if the final customers are interested in reverse logistics in marketing campaigns, acceptable in the market of Czech Republic. methodology/methods: Paper is based on primary research, on which participated final consumers in Czech Republic through the questionnaire survey. Results of the paper are based on testing of dependence between individual variables by Pearson chi-square test. Scientific aim: The aim of the article is to show relationship of marketin… Show more
“…Environmentally friendly marketing campaigns can inform users about necessary actions for environmental preservation and differentiate products in the market [41]. These campaigns have a positive effect on waste management by guiding users' involvement toward proper household waste medicine (HWM) practices [42]. Thus, the second hypothesis focuses on the impact of marketing campaigns on user cooperative behavior in HWM management.…”
The appropriate management of home medical waste is of paramount importance due to the adverse consequences that arise from improper handling. Incorrect disposal practices can lead to pharmacopollution, which poses significant risks to environmental integrity and human well-being. Involving medicine users in waste management empowers them to take responsibility for their waste and make informed decisions to safeguard the environment and public health. The objective of this research was to contribute to the prevention of pharmacopollution by identifying influential factors that promote responsible disposal practices among medicine users. Factors such as attitude, marketing campaigns, collection points, safe handling, medical prescription, package contents, and public policies and laws were examined. To analyze the complex relationships and interactions among these factors, a dual-staged approach was employed, utilizing advanced statistical modeling techniques and deep learning artificial neural network algorithms. Data were collected from 952 respondents in Pernambuco, a state in northeastern Brazil known for high rates of pharmacopollution resulting from improper disposal of household medical waste. The results of the study indicated that the propositions related to safety in handling and medical prescription were statistically rejected in the structural equation modeling (SEM) model. However, in the artificial neural network (ANN) model, these two propositions were found to be important predictors of cooperative behavior, highlighting the ANN’s ability to capture complex, non-linear relationships between variables. The findings emphasize the significance of user cooperation and provide insights for the development of effective strategies and policies to address pharmacopollution.
“…Environmentally friendly marketing campaigns can inform users about necessary actions for environmental preservation and differentiate products in the market [41]. These campaigns have a positive effect on waste management by guiding users' involvement toward proper household waste medicine (HWM) practices [42]. Thus, the second hypothesis focuses on the impact of marketing campaigns on user cooperative behavior in HWM management.…”
The appropriate management of home medical waste is of paramount importance due to the adverse consequences that arise from improper handling. Incorrect disposal practices can lead to pharmacopollution, which poses significant risks to environmental integrity and human well-being. Involving medicine users in waste management empowers them to take responsibility for their waste and make informed decisions to safeguard the environment and public health. The objective of this research was to contribute to the prevention of pharmacopollution by identifying influential factors that promote responsible disposal practices among medicine users. Factors such as attitude, marketing campaigns, collection points, safe handling, medical prescription, package contents, and public policies and laws were examined. To analyze the complex relationships and interactions among these factors, a dual-staged approach was employed, utilizing advanced statistical modeling techniques and deep learning artificial neural network algorithms. Data were collected from 952 respondents in Pernambuco, a state in northeastern Brazil known for high rates of pharmacopollution resulting from improper disposal of household medical waste. The results of the study indicated that the propositions related to safety in handling and medical prescription were statistically rejected in the structural equation modeling (SEM) model. However, in the artificial neural network (ANN) model, these two propositions were found to be important predictors of cooperative behavior, highlighting the ANN’s ability to capture complex, non-linear relationships between variables. The findings emphasize the significance of user cooperation and provide insights for the development of effective strategies and policies to address pharmacopollution.
“…Diante dessas considerações, definiu-se a seguinte hipótese: H1: A atitude dos consumidores locais tem um impacto positivo na cooperação para a logística reversa dos resíduos de medicamentos.Porém, o principal problema encontrado pela LR é oferecer aos consumidores finais a possibilidade de devolução de produtos, resíduos ou embalagens. Logo, as ferramentas de comunicação de marketing tornam-se o campo corporativo essencial para conseguir realizar essa devolução por parte dos consumidores, outra razão para a tendência do interesse dos clientes nas atividades da LR pode ser o aumento da quantidade de lixo produzido(MILICHOVSKÝ, 2016). O marketing afeta diretamente no comportamento dos consumidores, visto que as qualidades de um determinado objeto determinam a atitude geral no que se refere ao objeto, em contrapartida determinam o intuito de se comportar de certa maneira, o que estimula um comportamento equivalente, moldando, assim, o comportando de engajamento do consumidor (GVILI; LEVY, 2018).…”
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