Water conservation campaigns in an emerging economy: how effective are they?

Maduku, Daniel K.

doi:10.1080/02650487.2020.1780060

Cited by 16 publications

(14 citation statements)

References 63 publications

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“…Many other mechanisms on reducing household water consumption by targeting their behaviour are documented in the literature (Kanakoudis, 2002;Mini et al, 2015;Sorensen, 2017;Thwala & Edoun, 2018). In a study that randomly selected participants, Maduku (2021) reported that conservation campaigns affect consumer's planned and habitual water conservation behaviour, implying that social marketing communications are effective towards water conservation in emerging economies. Koop et al (2019) suggested that when knowledge transfer is combined with price incentives and water-use restrictions, it can reduce water use by about 10-25%, especially during periods of water scarcity.…”

Section: Household Water Conservationmentioning

confidence: 99%

Understanding household water-use behaviour in the city of Johannesburg, South Africa

Murwirapachena

2021

Water Policy

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Climate change, population growth and industrial activities continue to threaten water security, especially in the semi-arid regions. Demand management policies are essential in minimising the effects of acute water shortages. Such policies require information on household water consumption patterns and their behavioural practices. This study examines household water consumption behaviour and the adoption of water-efficient appliances in Johannesburg, South Africa. The study uses probit regression models to analyse survey data collected from 889 households during the period November 2017 to February 2018. Results show that while most households do not have water-efficient appliances installed in their homes, they do practise water-efficient behaviour. Older respondents as well as males and lower-income respondents are found to be more likely to practise efficient water-use behaviour. However, biographical variables do not generally influence the adoption of water-efficient appliances. These results are essential for policy-makers when formulating targeted water demand management policies. Thus, policy-makers should focus more on younger people, women and higher-income households when developing campaigns on efficient water-use behaviour.

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Section: Household Water Conservationmentioning

confidence: 99%

Understanding household water-use behaviour in the city of Johannesburg, South Africa

Murwirapachena

2021

Water Policy

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“…In the context of social media communication, effective communication refers to the extent to which the communication creates an encouraging online behaviour that leads to more likes and shares [36]. Concerning water conservation campaigns, effective communication is achieved when the communication message positively affects consumers' intention to conserve water and change water consumption behaviour [31].…”

Section: Defining Effective Communicationmentioning

confidence: 99%

“…ELM was developed by Petty and Cacioppo in the 1980s [50,127]. ELM has been used in various disciplines such as health [128], tourism [129], transport [130], products [51] and water conservation campaigns [31]. ELM proposes that message receivers can be persuaded in one of two ways: a central route to persuasion or a peripheral route to persuasion.…”

Section: Elaboration Likelihood Model (Elm)mentioning

confidence: 99%

“…Since it is known that both video and images play a different role in marketing strategy [133], the visual elements of the video are expected to influence attitudes differently. In addition, Maduku (2020) interestingly found a negative association between perceived source credibility and attitude to water conservation [31], but highlights the importance of credibility to persuade water consumers, even if, often, the credibility of the available water conservation campaigns does not sufficiently trigger enough persuasion [31]. Future research is needed to investigate and test the relationships in the framework.…”

Section: Implications Limitations and Research Directionsmentioning

confidence: 99%

“…With these concerns and developments in mind, it seems appropriate to consider the use of a water conservation campaign using video on social media as a way to stimulate communities' resilience to water scarcity. However, the effectiveness of water conservation campaigns depends largely upon how the communication is delivered [31][32][33]. Therefore, this research aims to build a new, socio-psychological conceptual framework to communi-cate via a water conservation video on social media platforms.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Effective Communication for Water Resilient Communities: A Conceptual Framework

Bakar

Proverbs

et al. 2021

Water

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Communication campaigns to promote the importance of water as a vital but limited resource have evolved in many ways. Nowadays, the resources, techniques and skills to deliver effective communication campaigns are far greater than ever before. Over the past decades, there has been a significant body of research towards improving water conservation campaign communication but with limited success in promoting more resilient behaviours on behalf of water consumers. While the media and technology have rapidly evolved and awareness among consumers may have increased, this has not been sufficient to make the communication effective in changing behaviour. Communications to promote resilience among consumers need to reach a wide audience, capture audiences’ attention, build awareness and motivate water consumers to consume water sustainably. This represents a subject in need of further theoretical and conceptual investigation. This research reviews various approaches to effective communication and through a synthesis of the concepts aims to present a new, socio-psychological water conservation conceptual framework. The present conceptual framework integrates emotional appeal, for use on social media platforms and in order to foster more water resilient communities. This framework represents a potentially major contribution in providing guidelines for water sectors to deliver effective video communications on social media platforms.

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Are advertising campaigns for water conservation in Latin America persuasive? A mixed-method approach

Sánchez,

Bianchi,

Rodriguez-Sanchez

et al. 2023

Int Rev Public Nonprofit Mark

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The United Nations 2030 Agenda for Sustainable Development calls for an urgent reduction of global water footprint. Communication is crucial to respond to this call. However, most water conservation communication campaigns use the knowledge deficit model and overlook persuasive techniques. This paper presents a mixed-method approach consisting of exploratory sequential qualitative (content) analysis followed by a quantitative (cluster) analysis. This approach was used to explore the communication strategies of 95 advertisements promoting water conservation in Latin America. Four widely used persuasion frameworks were analyzed: (1) the elaboration likelihood model (ELM), (2) prospect theory (gains vs. losses), (3) the action framework (i.e., do more vs. take less), and (4) the temporal distance frame. Regarding persuasive characteristics (ELM model), most ads excluded behavioral beneficiaries (58%) and included explicit (60%) and active (52%) messages. Virtually all ads (87%) had a denotative message. Surprisingly, only 3% and 43% of ads used social norms and an authority source, respectively. Regarding the communication strategy, 44% of ads used a loss frame, and 59% focused on the current generation. Cluster analysis was used to classify the sample of ads into homogeneous groups. This analysis leads to a better understanding of the profile of campaigns promoting water conservation. Four advertising profiles were identified: (1) Persuade to act (29%), (2) Motivate without scaring (35%), (3) Raise awareness of water problems (19%), and (4) Warn of water problems (17%). The paper offers a discussion of the implications for social marketers and directions for future research on how to design effective communication campaigns.

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Water conservation campaigns in an emerging economy: how effective are they?

Cited by 16 publications

References 63 publications

Understanding household water-use behaviour in the city of Johannesburg, South Africa

Understanding household water-use behaviour in the city of Johannesburg, South Africa

Effective Communication for Water Resilient Communities: A Conceptual Framework

Are advertising campaigns for water conservation in Latin America persuasive? A mixed-method approach

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