The Response to the Commitment with Block-Leader Recycling Promotion Technique: A Longitudinal Approach

Meneses, Gonzalo Díaz; Palacio, Asunción Beerli

doi:10.1300/j054v17n01_04

Cited by 9 publications

(2 citation statements)

References 42 publications

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“…Businesses and destinations are more likely to achieve behaviour change by using messages showing that they are on the same side as the consumer, by putting the emphasis on doing things together for an altruistic or collective benefit. This is because many direct sustainability messages which compel consumers to change their behaviour may backfire, since assertive messages are counterproductive when they are seen as an infringement of the consumer's freedom of choice (Dillard & Shen, 2005;Kronrod, Grinstein, & Wathieu, 2012), particularly when promoting sustainable behaviour (Meneses & Palacio, 2007). Examples of social marketing in tourism show how a range of positively and negatively framed messages, i.e.…”

Section: The Market Development Approachmentioning

confidence: 99%

Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential

Font

McCabe

2017

Journal of Sustainable Tourism

272

136

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Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This article summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It explores sustainability marketing's two fundamental approaches, that of market development, using market segmentation, and that of sustainable product development. It introduces a Special Issue of the Journal of Sustainable Tourism on sustainable marketing, sharing evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject's breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these prosustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use.

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Section: The Market Development Approachmentioning

confidence: 99%

Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential

Font

McCabe

2017

Journal of Sustainable Tourism

272

136

View full text Add to dashboard Cite

show abstract

“…In contrast, softer appeals, acknowledging possible obstacles to compliance on the side of the addressee (e.g., lack of time, inconvenience), have been found to elevate compliance with the request (Francik and Clark 1985; Paulson and Roloff 1997). Green requests should be particularly susceptible to nonconformity because consumers are likely to perceive a conflict between responsible behavior demands and their private goals (Meneses and Palacio 2007; Wiener and Doescher 1991).…”

mentioning

confidence: 99%

Go Green! Should Environmental Messages be So Assertive?

Kronrod

Grinstein

Wathieu

2012

Journal of Marketing

307

221

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Environmental communications often contain assertive commands, even though research in consumer behavior, psycholinguistics, and communications has repeatedly shown that gentler phrasing is more effective when seeking consumer compliance. This article shows that the persuasiveness of assertive language depends on the perceived importance of the issue at hand: Recipients respond better to pushy requests in domains that they view as important, but they need more suggestive appeals when they lack initial conviction. The authors examine this effect in three laboratory studies and one field experiment using Google AdWords. Their findings refer to various environmental contexts (i.e., economizing water, recycling plastic containers, reducing air and sea pollution). The key implication of these findings is that issue importance needs to be carefully assessed (or affected) before the language of effective environmental campaigns can be selected.

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Trials to Foster PEBs

Kurisu

2015

Pro-Environmental Behaviors

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The Response to the Commitment with Block-Leader Recycling Promotion Technique: A Longitudinal Approach

Cited by 9 publications

References 42 publications

Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential

Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential

Go Green! Should Environmental Messages be So Assertive?

Trials to Foster PEBs

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