The use of personalised social marketing to foster voluntary behavioural change for sustainable travel and lifestyles

Haq, Gary; Whitelegg, John; Cinderby, Steve; Owen, Anne

doi:10.1080/13549830802260092

Cited by 40 publications

(25 citation statements)

References 32 publications

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“…Whilst governments may choose to influence behaviour via a legal framework, the literature suggests that social marketing is a key tool for influencing behaviour and, hence, offers a key to unlock sustainable choices amongst festival audiences (Frame and Newton, 2007). Other writers have also noted that social marketing intervention programmes feature strongly when influencing behaviour in a sustainable direction (Haq et al, 2008). Peattie and Peattie (2009) define social marketing as utilising tools, techniques and concepts derived from commercial marketing in pursuit of social goals.…”

Section: Literature (A) Social Marketing: Underpinning a Change In Aumentioning

confidence: 99%

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Changing audience behaviour: festival goers and throwaway tents

Henderson

Musgrave

2014

International Journal of Event and Festival Management

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Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

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Section: Literature (A) Social Marketing: Underpinning a Change In Aumentioning

confidence: 99%

“…In doing so, the audience bring with them their own attitudes towards sustainability which festival management need to consider and, subsequently, according to various writers (Haq et al, 2008;Frame and Newton, 2007;McKenzie-Mohr, 2000), will find the conduit that influences consumption behaviour is social marketing.…”

Section: Introductionmentioning

confidence: 99%

Changing audience behaviour: festival goers and throwaway tents

Henderson

Musgrave

2014

International Journal of Event and Festival Management

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“…Thørgersen [41] considers that consumers should have a desire to behave consistently in the case of similar environmental behaviours, but this will not be the case where different environmental behaviours are substitutes. However, others such as Haq et al [42] note the difficulty of assuming the spillover between different practices and contexts. This has been confirmed by Barr, Shaw and Gilg [36] who noted a lack of spillover between sustainable home behaviours and tourism-related behaviour such as travelling.…”

Section: Introductionmentioning

confidence: 99%

Neutralisation and Mental Accounting in Ethical Consumption: The Case of Sustainable Holidays

Schütte

Gregory‐Smith

2015

Sustainability

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Abstract:The present research aimed to investigate the decision-making process for sustainable holidays, as a type of ethical consumption related to environmental welfare. Using semi-structured in-depth interviews with 20 German holidaymakers of different ages, it was found that individuals use cognitive processes such as neutralisation and mental accounting to justify their unethical/unsustainable choices and to manage negative emotions. The findings also indicated a lack of spillovers between sustainable behaviours at home and holiday-related behaviours. This could be explained by the identification of "ethical" and "unethical" mental accounts, which the interviewees have disclosed. When the compensation between the two types of mental accounts takes place, neutralisation is not used. It was also found that positive and negative emotions could motivate the choice of sustainable holidays. These findings have implications in relation to marketing communications aimed at creating awareness and encouraging the purchase of sustainable holidays.

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“…The long term effects of the interventions-reductions still in effect after two or more months-were considered in 13 of the 38 studies; only five studies reported that reductions were maintained [6]. Haq et al [4] identified a similar problem with changing transport behaviour in York, a city in the north of England. Although they document statistically significant changes 6 months after the intervention, there was a return to original behaviour patterns after 12 months.…”

Section: Introductionmentioning

confidence: 99%

“…The UK Energy Research Centre estimated that changes in individual and household behaviour in the United Kingdom (UK) could contribute a 30% cut in emissions on 1990 levels [1], and Dietz et al [2] suggested that simple behaviour changes could contribute a 20% reduction in direct household carbon emissions in the United States (US). Despite such potential, pro-environmental behaviour change programmes have yet to be successful in delivering meaningful reductions in energy use or carbon emissions, particularly over the longer term [3][4][5]. For example, a review of 38 interventions targeting household energy use by Abrahamse et al [6] found either no reduction or a reduction of less than 5% in energy use across the majority of the interventions.…”

Section: Introductionmentioning

confidence: 99%

Reducing Energy Use and Carbon Emissions: A Critical Assessment of Small-Group Interventions

Fisher

Irvine

2016

Energies

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Abstract:Motivating individuals to decrease the environmental impact of their lifestyles could play an important role in reducing energy use and meeting carbon reduction commitments in developed countries. Few approaches which encourage voluntary changes in behaviour result in substantial reductions in energy use, however, particularly over the longer term. An exception to this general trend is small-group interventions which use group participation and which target collections of behaviours including energy use. Through a critical examination of published data this paper considers the energy and carbon emission reductions achieved by such initiatives, the durability of those reductions, and the common elements which may contribute to their success. Participants in small-group interventions reduced their energy use and carbon emissions by approximately 20% within a year. There is also some evidence that these reductions were lasting and that participants continued to make changes to their lifestyles after the end of the intervention. The reasonable person model (RPM) is proposed as a useful framework for understanding the success of these small-group interventions. Examination of small-group interventions suggests that they provide settings which are supportive of informational needs, and that this may be important to their success in promoting substantial and durable decreases in energy use.

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The use of personalised social marketing to foster voluntary behavioural change for sustainable travel and lifestyles

Cited by 40 publications

References 32 publications

Changing audience behaviour: festival goers and throwaway tents

Changing audience behaviour: festival goers and throwaway tents

Neutralisation and Mental Accounting in Ethical Consumption: The Case of Sustainable Holidays

Reducing Energy Use and Carbon Emissions: A Critical Assessment of Small-Group Interventions

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