The role and application of social marketing in managing water consumption: a case study

Lynch

Journal of Marketing Management

2014

Self Cite

There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing's role in achieving such goals.This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption. This is the first study to develop a comprehensive and empirically tested model of the nonAprice drivers of household water consumption, within the context of a social marketing intervention. The findings make a contribution to the field of consumer behaviour and social marketing by illustrating key behavioural drivers of water consumption.Consequently the study also shows how marketers can assist in preserving essential goods and services such as water.

Section: Discussion and Implications For Theory And Practicementioning

confidence: 99%

Section: Institutional Sentiment Towards the Water Authoritymentioning

confidence: 99%

See 1 more Smart Citation

Reducing household water consumption: a social marketing approach

Lynch

Journal of Marketing Management

2014

Self Cite

“…Semi-structured interviews were conducted with respondent groups (Table 1) to gain an understanding of the topic, similar to other recent research with similar objectives (e.g., Dowell, Heffernan and Morrison, 2013;Lowe, Lynch and Lowe, 2014). If one takes a loosely structured and evolutionary approach, for example, personal interviews with industry experts are appropriate.…”

Section: Qualitative Methodologymentioning

confidence: 99%

Visual cues and innovation adoption among bottom of the pyramid consumers

Hasan

Rahman

2017

QMR

Self Cite

Purpose -To explore how visual comprehensibility of a product can affect innovation adoption among bottom of the pyramid consumers (BOP) in Bangladesh.Design/methodology/approach -This is an exploratory qualitative study based on interviews with 8 managerial respondents involved in the design and marketing of innovative products targeted at BOP consumers in Bangladesh, and 3 respondents who are consumers of these products. Originality/value -This is one of the first studies to consider innovation adoption of propoor innovations in BOP markets and one of the first studies to collect data on the role of visual comprehensibility for consumers in BOP markets.

J of Philanthropy and Mktg

“…McDougle, Greenspan, and Handy () find that social ties and social contacts are important motivators for environmental consciousness. Lowe, Lynch, and Lowe () show that social marketing has positive impact on sustainable consumption. However, members of different societies demonstrate different levels of ecological concern.…”

Section: Introductionmentioning

confidence: 99%

Influence of cultural divergence on consumers' perception towards reconstructed products: A qualitative enquiry

Gaur

Gupta

Banerjee

et al. 2019

The purpose of this study is to understand whether consumers from different cultures have varied perception towards reconstructed products. Cultural divergence concept provides the theoretical support for the study. Data are collected from consumers of two culturally diverse societies (India and the United States). We use grounded theory for interview and data analysis. From the data, 23 open codes and 8 axial codes for Indian consumers and 28 open codes and 8 axial codes for the American consumers are generated. The key finding of our study suggests that culture plays a decisive role in shaping consumers' perception towards reconstructed products. The other findings of our study indicate that consumers of both societies are influenced by other factors that include product‐ or process‐related factors, brand‐ or store‐related factors, and individual factors. We discuss policy level, firm level, and nonprofit or charity level implications. Finally, limitation and scope for future research are outlined.