Community-based social marketing: effects on social norms

Schuster, Lisa; Kubacki, Krzysztof; Rundle‐Thiele, Sharyn

doi:10.1108/jsocm-06-2015-0036

Cited by 34 publications

(39 citation statements)

References 47 publications

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“…The Walk to School campaign has run annually since 2006 (Schuster et al, 2016a, Schuster et al, 2016b). In 2015, the campaign ran for the month of October (spring).…”

Section: Methodsmentioning

confidence: 99%

Impact of an Australian state-wide active travel campaign targeting primary schools

Sahlqvist

Veitch

Abbott

et al. 2019

Preventive Medicine Reports

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Active travel can have health and environmental benefits. This study evaluated the impact of a month-long (October 2015) campaign encouraging primary school children in Victoria, Australia to engage in active school travel. With support from local councils, schools participated in the campaign by monitoring active school travel and delivering promotional activities. A longitudinal study evaluated campaign impact. Carers (n = 715) of Victorian primary school children were recruited via social media and completed online surveys at baseline (T1; 0 wk) and during (T2; +2 wks) and after the campaign (T3; +6 wks). Carers reported their child's travel behaviour over the last five school days, and whether their child and/or their child's school participated in the campaign. Separate generalised linear models were used for T2 and T3 outcomes adjusting for T1 values and potential confounders. A greater proportion of children who participated in the campaign engaged in any active school travel at T2 (OR = 2.49, 95% CI = 1.63, 3.79) and T3 (1.62, 95% CI = 1.06, 2.46) compared with non-participating children. Similarly, these children had a higher frequency of active school travel at T2 (IRR = 1.60, 95% CI = 1.29, 1.97) and T3 (IRR = 1.45, 95% CI = 1.16, 1.80). Campaign participation resulted in small, short-term increases in active school travel.

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“…The Walk to School campaign has run annually since 2006 (Schuster et al, 2016a, Schuster et al, 2016b). In 2015, the campaign ran for the month of October (spring).…”

Section: Methodsmentioning

confidence: 99%

Impact of an Australian state-wide active travel campaign targeting primary schools

Sahlqvist

Veitch

Abbott

et al. 2019

Preventive Medicine Reports

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“…Injunctive and descriptive norms represent distinct sources of motivation and should have separate influences on a given behavior (Cialdini et al, 1990; Schuster et al, 2016; Smith et al, 2012). Although some previous social marketing studies have used social norms as a unidimensional construct (Onel, 2017; Russell-Bennett et al, 2018), there is empirical research evidence that descriptive and injunctive norms have independent and distinct impacts on intentions and behavior (Cialdini et al, 1990; Geiger et al, 2019; Leoniak & Cwalina, 2019; Smith et al, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Moreover, although it is evident that the support received at the upstream level (government, policy makers) through effective policy implementation plays a crucial role in changing individual behavior (Dessart & van Bavel, 2017; Kelly & Stanley, 2014), there is a paucity of research on the role of policy implementation in promoting behavior change (French, 2011; Gordon, 2013; Schuster et al, 2016). This study thus examines how the current HWS policy could have a moderating effect on the impact that norms have on the intention to adopt HWS.…”

Section: Introductionmentioning

confidence: 99%

Normative Influence on Household Waste Separation: The Moderating Effect of Policy Implementation and Sociodemographic Variables

Issock

Roberts-Lombard

Mpinganjira

2020

Social Marketing Quarterly

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Background: With the increasing production of domestic waste in South African urban areas, household waste separation has become a crucial recycling activity for better management of domestic waste and a decrease in environmental pollution. Focus of the article: This empirical study investigates how normative influences can shape the intention to separate household waste and how these influences are moderated by sociodemographic attributes and upstream social marketing interventions (recycling policy implementation). Research Hypotheses: The hypotheses stipulate that descriptive, injunctive, and moral norms have an influence on the behavioral intention to separate household waste before disposal. Policy implementation and sociodemographic variables moderate the impact of these normative forces on behavioral intention. Methods: A cross-sectional design was applied to this study. A survey was administered to collect quantitative data from 350 households residing in a city that is currently implementing a mandatory recycling policy (Johannesburg) and from 349 households in a city that is not doing so (Tshwane). Structural equation modeling and moderation analysis were the main data analysis techniques applied to this study. Results: The findings underline the importance of injunctive and moral norms in influencing the intention to separate household waste. Gender and age appeared to play an important moderating role in the relationships between norms and behavioral intention. Policy implementation had no effect on the reported influences of social and moral norms on the intention to separate household waste. Recommendations for Practice: Policy makers in emerging markets are encouraged to apply more persuasive and decisive actions such as financial incentives (or disincentives) that will motivate households to comply with recycling policies. Limitations: One limitation of this study is the application of a cross-sectional design relying on self-reported measures of norms and behavioral intention.

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“…However, few TPB studies explore subjective norms with consumer behavior and customer loyalty (Lee et al 2009). On this basis, our study focuses on a derived construct, namely social norms, referring to a shared understanding of what is considered "normal" behavior (Olsen and Grunert 2010;Burchell et al 2013;Schuster et al 2016;Fang et al 2017;Janmaimool 2017). Specifically, social norms are intended to measure the influence of the social environment, and are operationalized in the literature in essentially two complementary ways.…”

Section: Social Normsmentioning

confidence: 99%

Entity crisis, halo effect and loyalty

et al. 2019

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Taking as reference the period of deep financial and economic crisis suffered at global level, with special incidence in the Spanish financial industry, this paper examines the effect of entity crisis on consumer loyalty, studying the halo effect on trust, brand image and social norms. A causal model is proposed and contrasted with a sample of 500 bank customers and structural equation models were used to verify the hypothesized relationships. The contribution of this research is related to the analysis of the model proposed from a theoretical and empirical perspective. The general model establishes the consumption habits of customers during an entity crisis. It can be seen that the most important antecedent of loyalty are social norms, followed by trust and then brand image. However, the intensity of the crisis in each entity changes the results. The findings suggest that loyalty is an anticyclic strategy for firms. Investing in building customer loyalty in boom years generates positive credit towards the firm from customers who are unwilling to abandon it even when it is in crisis. The halo effect is fulfilled in the sense that customers' general opinion of the entity and the more emotional variable determines and moderates negative news from the environment which attempts to influence consumers' beliefs.

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Community-based social marketing: effects on social norms

Cited by 34 publications

References 47 publications

Impact of an Australian state-wide active travel campaign targeting primary schools

Impact of an Australian state-wide active travel campaign targeting primary schools

Normative Influence on Household Waste Separation: The Moderating Effect of Policy Implementation and Sociodemographic Variables

Entity crisis, halo effect and loyalty

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