Examining the effect of an environmental social marketing intervention among university employees

This is an Accepted Manuscript of an article published by Taylor & Francis in Studies in Higher Education on 31 Mar 2017, available online: https://www.tandfonline.com/doi/full/10.1080/03075079.2017.130964

Linking Environmental Sustainability and Healthcare: The Effects of an Energy Saving Intervention in Two Hospitals

Set in a real organisational setting, this study examines the challenges of implementing environmentally sustainable behaviour in healthcare. It evaluates the success of a real energy saving behaviour change intervention, based on social marketing principles, which targeted the employees of two National Health Service (NHS) hospitals. It also explores the intervention benefits for three key stakeholders: the organisation/hospitals, hospital employees and patients. A rich secondary dataset containing actual workplace behaviour measures (collected via observations) and self-reported data from employee interviews and patient questionnaires is used for this purpose. The intervention encouraged three employee energy saving actions (called TLC actions): (1) Turn off machines, (2) Lights out when not needed, and (3) Close doors when possible; which led to energy savings and carbon reduction for the two hospitals. Hospital employees reported a greater level of work efficiency as a result of engaging in TLC actions, which increased the 'quiet time' periods in both hospitals. Indirectly, employees' TLC actions also improved patients' quality of sleep (which in turn is positively associated with greater patient hospital experience satisfaction). These findings shed light on the benefits of social marketing interventions targeting energy saving behaviour change for multiple stakeholders in healthcare organisations. They also illustrate connections between environmental sustainability and social and political pillars of corporate social responsibility. Additionally, organisational culture was highlighted as a key challenge in changing practices. To encourage long-term sustainable behaviour, this study recommends a pre-intervention assessment of infrastructure and equipment, the communication of expected benefits to motivate higher involvement of employees, the need for internal green champions and the dissemination of post-intervention feedback on various energy saving and patient indicators

What We Do Know and Don’t Know about Marketing Communications on Mature Consumers

Given the increased significance and rapid growth of an ageing population, this review paper (1) defines the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, (2) identifies the current state of the marketing communications field in terms of mature consumer research, and (3) highlights future research directions on mature consumers for marketing communications academics and practitioners. A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. 106 papers were identified in 21 marketing journals. Three existing research themes were identified: market segmentation of mature consumers [we ground this theme in three interrelated facets: chronological age, health (physical and neurological) and self-perception of age (also referred to as cognitive age)]; attitudes and behaviours of mature consumers; and marketing to mature consumers. We also propose several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers. Recognising the heterogeneity within the chronologically-based mature consumer segment, we propose an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone. In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully. This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice

aPRIDIT Unsupervised Classification with Asymmetric Valuation of Variable Discriminatory Worth

Sometimes one needs to classify individuals into groups, but there is no available grouping information due to social desirability bias in reporting behavior like unethical or dishonest intentions or unlawful actions. Assessing hard-to-detect behaviors is useful; however it is methodologically difficult because people are unlikely to self-disclose bad actions. This paper presents an unsupervised classification methodology utilizing ordinal categorical predictor variables. It allows for classification, individual respondent ranking, and grouping without access to a dependent group indicator variable. The methodology also measures predictor variable worth (for determining target behavior group membership) at a predictor variable category-by-category level, so different variable response categories can contain different amounts of information about classification. It is asymmetric in that a “0” on a binary predictor does not have a similar impact toward signaling “membership in the target group” as a “1” has for signaling “membership in the non-target group.” The methodology is illustrated by identifying Spanish consumers filing fraudulent insurance claims. A second illustration classifies Portuguese high school student’s propensity to alcohol abuse. Results show the methodology is useful when it is difficult to get dependent variable information, and is useful for deciding which predictor variables and categorical response options are most important

An environmental social marketing intervention in cultural heritage tourism: a realist evaluation

Following Pawson and Tilley's principles of realist evaluation and the context–mechanism–outcome (CMO) framework, this paper conducts a process evaluation of an environmental social marketing intervention in a heritage tourism organisation. Social marketing and employee environmental interventions have received relatively scant attention in tourism. Additionally, prior literature mostly focused on the evaluation of intervention outcomes (i.e. how far the intervention produces precise targeted outcomes) and ignores the importance of process evaluation (i.e. identifying what works, for whom, under which circumstances and how, plus issues of intervention maintenance). This paper fills this literature gap using realist evaluation theory and academic perspectives, as well as via the reflections of practitioners involved in intervention design and delivery. Findings suggest that a good understanding of the tourism and organisational context (regarding the dimensions of structure, culture, agency and relations) and the use of tailored, action-focused mechanisms (for each context dimension) are critical to achieving transformational outcomes in environmental interventions in cultural heritage organisations. Based on these findings, it is concluded that the CMO is a useful framework for assessing environmental social marketing interventions in tourism (both for heritage and other tourism organisations). Implications for tourism practice and further research directions are also discusse

The influence of prior knowledge structures on website attitudes and behavioral intentions

© 2017 The Persuasion Knowledge Model identifies three knowledge structures (i.e., topic knowledge, persuasion knowledge and agent knowledge) that an individual has prior to exposure to a persuasive attempt. This study extends these knowledge structures by distinguishing between objective and subjective topic knowledge conceptualizations. Specifically, this study examines empirically how an individual's different knowledge structures, held prior to exposure to a web-based intervention, influence subsequent website attitudes and behavioral intentions. The UK's National Health Service (NHS) Live Well website relevant to weight control is used as the web-based intervention in this study. Results suggest that agent (i.e., NHS) knowledge is the most important predictor of website attitudes, while both agent and persuasion knowledge are associated with behavioral intentions to take weight control actions. The results also reveal that the distinction between objective and subjective weight control knowledge is essential given their differential effects on agent and persuasion knowledge. Goal frames, as indicated by the choice between the “healthy eating” and “lose weight” Live Well intervention web pages, are found to moderate the identified Knowledge-Attitude-Behavior links. Theoretical contributions, implications for practice and public policy and future research directions are discussed

Dimensions of prior knowledge : implications for health information-seeking and disease prevention behaviors

textConsumer behavior has long suggested the importance of prior knowledge in understanding behavior. In spite of the vast amount of research in this area, there is a vacuum regarding to what extent an individual applies his/her knowledge in decision-making situations (a concept from economic psychology). An individual may have the knowledge but might not use it or apply it when making decisions. This is of great importance, especially within a health context where decisions may result in life or death situations. In addition, operationalizations of dimensions of prior knowledge within the consumer behavior field have been inconsistent. To eliminate these gaps in prior research and extend the consumer behavior literature this dissertation draws upon the consumer behavior and economic-psychology literatures to investigate the impact of six dimensions of prior knowledge on health information-seeking and disease prevention behaviors. The case of HPV is used here to examine the theoretical relationships. This dissertation is also of particular interest to better understanding direct-to-consumer (DTC) advertising. DTC advertising usually provides information to consumers through the listing of sources consumers can go to, other than providing disease prevention information within the message itself. Hence, examining how prior knowledge impacts information-seeking and prevention behaviors can help guide the development of more effective DTC messages. Results show that information-seeking intentions are predicted by how much consumers think they know and how much of their knowledge they apply in decision-making situations. Also, consumers who have high confidence in using their knowledge are more likely to use external (as opposed to internal) sources of information. In addition, prevention behaviors are predicted by how much consumers know about the disease, how much they think they know and their experience with the disease. This investigation helps guide the development of future DTC campaigns, in terms of motivating consumers to seek additional information, and take the recommended preventative actions; based on consumers’ prior knowledge set. In conclusion, this dissertation extends the literature on the role of prior knowledge in consumer decision-making on multiple levels and provides interesting findings for future research.Advertisin

Common Reasons For Adopting Sustainable Consumption Behaviour And Digital Engagement: A Systematic Literature Review

Sometimes consumers do not adopt sustainable behaviour because they do not perceive it to be the conventional behaviour of that particular society. People’s consumption choice is shaped by contexts like society, education awareness etc. Depending on social media contents consumers’ perception of the product and the brand may be affected positively or negatively, which will be reflected in their word of mouth (WOM) and eventually in their purchase decision. It appears that there is a complementary relationship between digital engagement and sustainable consumption. This paper shows that, both digital engagement behaviour and sustainable consumption behaviour varies depending on the groups the users/consumers belong to and with the brand or product they feel themselves associated with. The level to which the consumers will adopt sustainable behaviour or engage online depends on their perception of the extent to which their behaviour is effecting other members of the online community or the environment. Both behaviours are subject to gender, age and education along with the information they are acting upon. The findings of the paper may contribute to formulate the promotional policy of sustainable consumption and the important variables to focus upon

The difference in the impact of users' positive and negative caption accompanying a sustainability ad on social media, on other users' social media engagement with the ad and behavioural intentions, in terms of brand purchase and other sustainable behaviour

Though concern for sustainability is rising, it is not reflected in consumption behavior. Overconsumption is one of the salient hindrance of sustainable development. In order to combat that, mass consumers need to understand the consequence of their choice. Increasing demand for sustainable products motivates companies to take sustainable initiatives, but those initiatives may be perceived to be exploitive and the promotion for sustainable products may be perceived as greenwashing. Since consumers trust other consumers more than the brands, their distrust can be mitigated through social media engagement. Social media has proved to be more effective to promote sustainable products than the mass media. This paper address the need for investigation social media engagement regarding sustainability ad, affect the purchase intentions of the sustainable products along with other sustainable behavioral intention and present a conceptual framework to examine the underlying mechanism of adopting sustainable behavior