A step-by-step approach to social marketing in energy transition

International audienceBy examining social marketing this articles has featured a step-by step approach for residential behavioural change towards sustainable energy transition. Specifically, this article considers the value-based approach instead of rational information campaigns for behavioural change of energy users. The proposed framework is based on environmental values and designed to transform the selected destructive behaviour into a sustainable one. The framework consist of five steps: (1) selecting the behaviour, (2) user orientation, (3) exchange, (4) marketing mix: elements of intervention, (5) measuring behaviour change. As behavioural change is the final goal of any energy efficiency campaign, it becomes also a starting point and an objective of the rest of the activities in the framework. Second, we suggest using the user orientation concept that divides the society into three groups based on their attitude towards environmental issues, i.e. environmentalist, the environmentally concerned and the disinterested. In the third step we apply the exchange theory; whereas in the step of 'marketing mix' a conceptual combination of six elements for energy transition is reasoned: proposition, cost, communication, communities and partnership. Finally, the fifth step stresses on the measurement of the behavioural change that enables energy transition. The proposed step-by step framework is based on theory and builded on current practice in a field that is analysed in the article

Generacija Z i korištenje: Kako komunikacijsko okruženje oblikuje odabire mladih

Using smart applications, members of Generation Z communicate in their networks on a wide‏ range of issues, which forms their social sensitivity and makes impact on their consumption. The article‏ focuses on Generation Z in Central and East Europe (CEE) where youth as a share of the total population is‏ the smallest in the world. This study investigates Generation Z in Lithuania, one of the CEE countries, and‏ presents the results of a large-scale survey of youth which analyses the expression of consumption and‏ its interconnection with characteristics formed by social media. There are three main characteristics that‏ explain consumption by Generation Z: cultural tolerance, social tolerance and tolerance to otherness on‏ the network. This threefold theoretical model was proved using the Structural Equation Model (SQM). On‏ the basis of this test we found out that social mindset is the strongest mediator between communication‏ environment and consumption by Generation Z. At the same time, communication environment‏ motivates for self-reward and hedonic consumption which does not compete and goes along with the‏ social mindset. We conclude that Gen Z is a new group in consumer society that is distinctive by its unique‏ characteristics.‏Koristeći pametne aplikacija, pripadnici generacije Z komuniciraju putem svojih mreža o‏ širokom spektru tema, što oblikuje njihovu društvenu osjetljivost i utječe na njihovo korištenje medija.‏ Članak se fokusira na generaciju Z u Srednjoj i Istočnoj Europi gdje je udio mladih u ukupnom stanovništvu‏ najmanji na svijetu. Ova studija istražuje generaciju Z u Litvi, jednoj od zemalja Srednje i Istočne Europe‏ te predstavlja rezultate opsežne ankete provedene među mladima koja analizira korištenje i povezanost‏ s obilježjima koja oblikuju društveni mediji. Tri su glavna obilježja koje objašnjavaju korištenje‏ generacije Z: kulturna tolerancija, socijalna tolerancija i tolerancija prema drugačijima na mreži. Ovaj‏ trostruki teorijski model dokazan je uporabom strukturalnog modeliranja (Structural Equation Model‏ - SQM). Na temelju ovog testa otkriveno je da je društveni način razmišljanja najjači posrednik između‏ komunikacijskog okruženja i korištenja kod generacije Z. Istodobno, komunikacijsko okruženje motivira‏ na samonagrađivanje i hedonističku potrošnju, što je u skladu s društvenim načinom razmišljanja.‏ Zaključujemo da je Generacija Z nova grupa u potrošačkom društvu koja se razlikuje po svojim jedinstvenim‏ obilježjima.

Consumer value co-creation in online business: the case of global travel services

This paper aims to examine the application of value co-creation approach in online travel service based on service-dominant logic. Drawing on recent works, the research indicates travellers as co-creators of value and emphasizes the development of customer–supplier interaction. The paper presents three case studies to analyse global travel service suppliers’ (service providers) behaviour: CouchSurfing International, Inc.; TripAdvisor LLC, AirBnbINc. Case studies analysis is followed by netnographic research of 22 different discussions (1243 records) in online forums related to selected service suppliers. The research findings suggest that value co-creation approach can be effectively used to analyse processes in global online travel service section. The originality of the paper lies in exploring the contribution of co-creation approach which allowed to identify the patterns of actions and behaviour of the online travel service providers and their consumers. As an additional value of the research, it was found that the online travel service providers integrate customer-to-customer interactions as a value co-creation in their platforms using consumers’ resources such as time, knowledge and experience

Three-Faceted Approach to Perceived Stress: A Longitudinal Study of Stress Hormones, Personality, and Group Cohesion in the Real-Life Setting of Compulsory Basic Military Training

Compulsory basic military training is characterized not only by being challenging but also by being stressful. Assuming a high frequency of perceived stress events as a negative outcome of training, this article provides evidence on how the perceived frequency of stressful situations is affected by three types of factors: (i) biological stress response variables measured by hair steroid hormone levels, (ii) personality traits measured using the Big Five personality test, and (iii) group cohesion measures in military squads. A total of 112 conscripts in 11 squads participated in the research at the beginning (T1), in the middle (T2), and at the end (T3) of compulsory basic military training. Hair steroid hormone levels (cortisol, cortisone, and dehydroepiandrosterone (DHEA)) levels were measured by liquid mass spectrometry; other data were collected using self-report questionnaires. The results of the Poisson regression analysis indicated that hair steroid hormone cortisol had a statistically significantly impact and could increase the perceived frequency of stressful situations by up to 1.317 (e0.275, T2) times. The concentrations of other hormones (cortisone = 1.157, e0.146, T3 and DHEA = 1.020, e0.020, T3) also had a statistically significant effect. Other factors had a decreasing effect on the frequency. Extraversion was significant with an effect of 0.907 (e−0.098, T2) and 0.847 (e−0.166, T3), while task cohesion had an effect of 0.946 (e−0.056) and norm cohesion of 0.954 (e−0.047). The research indicates that the three groups of factors affect the perceived frequency of stressful situations during compulsory basic military training, but their impacts are considerably different.publishedVersio

Towards Sustainable Human Resources: How Generational Differences Impact Subjective Wellbeing in the Military?

The article analyzes the generational (age cohorts) effect on subjective wellbeing at work. The main aim is to reveal generational differences that lead to subjective wellbeing at work and possible discrepancies between the generations. The article contributes to the literature by creating and testing a theoretical model of subjective wellbeing at work as a composition of several dimensions that vary among generations, including physical experience, cognitive job performance, and appraisal, as well as social relationships and socio-emotional enablement at work. Using the military as an organization where daily routine creates similar conditions for different generations, we surveyed 890 army professionals representing three different generations: Gen Y, Gen X, and Gen Z. A structural equation modelling (SEM) technique is used to test the research model. The results support the hypothesis that generation has a strong moderating impact on the components of subjective wellbeing at work. Social relationship, as a socio-emotional experience, is the most important component of wellbeing at work for Gen Z, while socio-emotional enablement plays a central role in subjective wellbeing at work for Gen X and Gen Y

International region as a brand origin: Conceptualization and review

International audienc

A step-by-step approach to social marketing in energy transition

By examining social marketing this articles has featured a step-by step approach for residential behavioural change towards sustainable energy transition. Specifically, this article considers the value-based approach instead of rational information campaigns for behavioural change of energy users. The proposed framework is based on environmental values and designed to transform the selected destructive behaviour into a sustainable one. The framework consist of five steps: (1) selecting the behaviour, (2) user orientation, (3) exchange, (4) marketing mix: elements of intervention, (5) measuring behaviour change. As behavioural change is the final goal of any energy efficiency campaign, it becomes also a starting point and an objective of the rest of the activities in the framework. Second, we suggest using the user orientation concept that divides the society into three groups based on their attitude towards environmental issues, i.e. environmentalist, the environmentally concerned and the disinterested. In the third step we apply the exchange theory; whereas in the step of ‘marketing mix’ a conceptual combination of six elements for energy transition is reasoned: proposition, cost, communication, communities and partnership. Finally, the fifth step stresses on the measurement of the behavioural change that enables energy transition. The proposed step-by step framework is based on theory and builded on current practice in a field that is analysed in the article