Journal of Social Marketing: Volume 12 Issue 4

Can social cognitive theory explain breakfast frequency in workplace institutional feeding populations?

Jessica A. Harris, Julia Carins, Sharyn Rundle-Thiele, Patricia David

The purpose of this study is to respond to calls to increase levels of theory application and extend understanding beyond individuals ensuring social and structural environmental…

Intention and behavior toward bringing your own shopping bags in Vietnam: integrating theory of planned behavior and norm activation model

Thi Phuong Linh Nguyen

The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic…

Is it still possible to reduce population salt intake in the absence of adequate national policies and regulations? A social marketing intervention

Marzeyeh Soleymani Nejad, Nastaran Keshavarz-Mohammadi, Nasrin Omidvar, Farid Zayeri

High salt intake is one of the most important causes of some serious health problems. This study aims to evaluate the effects of a salt intake reduction intervention based on…

Adoption of safe motherhood practices and the moderating role of facilitating conditions

Shashibala Rai, Saswata Narayan Biswas

The purpose of the study is to investigate the factors responsible for the utilisation of safe motherhood practices under the Government of India (GOI)-run maternal health…

Promoting respite for carers of people with dementia: a case study of social marketing effectiveness in hard to reach audiences

Lyn Phillipson, Danika Valerie Hall, Keryn Marie Johnson, Elizabeth Cridland, Elaine Fielding, Christine Neville, Helen Hasan

This study aims to describe the development and approach of a theory-informed social marketing intervention that aimed to promote respite for carers of people with dementia…

BUILD: a five-step process to develop theory-driven social marketing interventions

Yannick Van Hierden, Timo Dietrich, Sharyn Rundle-Thiele

In social marketing practice, there is no all-encompassing approach that guides researchers and practitioners to build theory-driven social marketing interventions. While the…

The role of social marketing theory in assessing insecticide-treated net usage intentions among pregnant women in Ghana

Ernest Yaw Tweneboah-Koduah, Shaman Abdulai, Isaac Sewornu Coffie, Mahmoud Abdulai Mahmoud

Despite the efforts to improve the usage of insecticide-treated nets (ITNs) among pregnant women in endemic malaria countries like Ghana, its usage still remains low. Therefore…

Solar rooftop adoption among Indian households: a structural equation modeling analysis

Vikas Kumar, Arun Kumar Kaushik

This study aims to examine factors influencing purchase intentions of households toward solar rooftops, using diffusion of innovation theory.

Understanding flooding events in Ghana: a social marketing and self-determination theory perspective

Ernest Yaw Tweneboah-Koduah, Matilda Adams, Michael Nana Amoakoh, Stephen Mahamah Braimah

The purpose of this study is to deepen the understanding of individuals’ flood disaster mitigation behaviour through the theoretical lens of self-determination theory (SDT)…

Effects of abnormally shaped fruits and vegetables on consumer’s willingness to buy: a meta-analytic study

Ana Carolina Campos, Fernando De Oliveira Santini, Marcelo G. Perin, Wagner Junior Ladeira

The purpose of this meta-analytic study is to investigate the possible influence of food shape abnormality on consumer’s willingness to buy fruits and vegetables. This research…

Mitigation versus adaptation: climate-change-related appeals and pondering the future

Lina Xu, Michael R. Hyman

Responding to a recent editorial call for sustainable development (Truong and Saunders, 2021), this study aims to explore the persuasiveness of climate-change-related appeals.

The relative merit of two segmentation approaches: executives views and a cost-benefit analysis

Ali Ibrahim, Sharyn Rundle-Thiele, Kathy Knox, Ra’d Almestarihi

This study aims to capture the views of executives about the merit of using the two segmentation approaches (quantitative vs qualitative). Furthermore, this study aimed to examine…

Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing

Emma Shaozhen Florence, David Fleischman, Rory Mulcahy, Monte Wynder

The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally…

The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)

Matti Haverila, Kai Christian Haverila, Caitlin McLaughlin

Health authorities have introduced non-pharmaceutical interventions (NPIs) with the aim of reducing the spread of viruses. Against the backdrop of social marketing, normative and…