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This paper aims to understand how fashion-based social enterprises (FSEs) navigate the marketing communications of fashion products alongside those of their social mission. The authors use the theoretical lens of Consumer culture theory, Collin Campbell’s “Romantic ethic” and the work of Eva Illouz to explore how FSEs weave the emotional appeals of fashion consumption with those of contributing to a greater social cause. The melding of these theoretical approaches to consumer behaviour enables a thorough analysis of FSE marketing strategies.

Semi-structured in-depth interviews were conducted with 16 founders, marketing directors and managers of FSEs. Open-ended questions were used, and key themes were established through inductive analysis.

The findings show that FSEs use a form of brand storytelling in their marketing communications; they view their social mission as a unique selling point; FSEs could further incorporate product quality/aesthetic value into brand storytelling; and they could sharpen brand storytelling by further engaging with the positive emotional responses they elicit from consumers.

This research has both theoretical and practical implications in that FSEs that focus on explicit altruistic messaging at the expense of aesthetic hedonism may limit their appeal to mainstream fashion consumers. Accordingly, a promising approach may be to effectively incorporate and link the positive emotional responses of both altruistic and aesthetic value. This approach could similarly apply to other areas of social enterprise retail marketing, particularly for those seeking to attract consumers beyond ethical shoppers.

This study aims to explore the use of a double diamond design method to engage the industry in a sector-wide response to the issues of food waste as constructed by consumers. This particular design method is achieved by an exploration of a collective intelligence-participatory design (CIPD) project to engage industry participants in understanding and responding to consumers’ perceptions of the role of packaging in reducing food waste.

Using the UK Design Council’s double diamond design method as a guiding conceptual principle, the project recruited industry participants from medium to large food businesses across various food categories. Two scoping workshops with industry were held prior to the initiation of a 12-stage project (n = 57), and then two industry workshops were held (n = 4 and 14). Eighty participants completed an online qualitative survey, and 23 industry participants took part in a Think Tank Sprint Series. The Think Tanks used participatory design approaches to understand barriers and opportunities for change within food industry sub-sectors and test the feasibility and acceptability of package designs to reduce consumer waste.

For CIPD to work for complex problems involving industry, it is vital that stakeholders across macro- and micro-subsystems are involved and that adequate time is allowed to address that complexity. Using both the right tools for engagement and the involvement of the right mix of representatives across various sectors of industry is critical to reducing blame shift. The process of divergence and convergence allowed clear insight into the long-term multi-pronged approach needed for the complex problem.

Participatory design has been useful within various behaviour change settings. This paper has demonstrated the application of the double diamond model in a social marketing setting, adding value to an industry-wide project that included government, peak bodies, manufacturing and production and retailers.

Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance.

This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework.

The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance.

The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.

After comprehensive review of discourse surrounding school-banking programmes and marketing to children, the authors develop evidence-based guidelines for such programmes. Guidance for organisations is provided to ensure they understand these products' impact on children and other vulnerable consumers.

A comprehensive, systematised review of literature related to school-banking programmes was undertaken during 2019, 22 Boolean searches were collated, appraised using a five-step quality appraisal framework and analysed against selection criteria. To accommodate literature across disciplines, quality appraisal combined two existing hierarchies of evidence and peer-review status.

Searches returned over 375,000 articles; 149 were relevant and met quality thresholds. Evidence supports the role of financial education in producing positive financial outcomes. However, education should involve communities and families to enhance consumer socialisation and limit negative consequences. From this, guidelines are presented accounting for students' and parents' ability to understand marketing messages and the impact of in-school marketing on students – including on longer-term perceptions, attitudes and behaviours.

Guidelines are to assist financial institutions, policymakers and schools balance the benefits of financial literacy and education with potentially negative consequences of school-banking programmes. Classifying programmes as marketing rather than CSR also benefits organisations contributing corporate resources and voluntarily engaging practices underpinned by commitment to community well-being.

Avoiding moral panic, the authors instead outline evidence-based guidelines on school-banking programmes. The quality appraisal process used in this review offers a new approach to synthesising inter-disciplinary evidence.

This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours.

Purposive and convenience sampling were used to identify (n = 13) online gaming industry professionals and emerging adult (EA) gamers for interview. Qualitative thematic analysis of data using NVivo was undertaken.

Bi-directional influences were found that are potentially impacting EA diet behaviours. Food industry advertising and sponsorships were identified as dominant influences within the behavioural ecology, using microcelebrities and esports events to target EAs. The study identifies a need for social marketers to engage EA gamers in healthful behaviours through interventions across various levels of the behavioural ecology, including those upstream with industry and potential government regulation, to promote better health and balance food marketing. It also identifies future research avenues for engaging gamers in good health.

To the best of the authors’ knowledge, this is the first study to explore the impact of the gaming behavioural ecology on EA diet behaviour. It identifies new channels that social marketers can use to engage EAs, who are difficult to reach through more traditional marketing channels.

This paper aims to examine motorcycle driving norms and their implications for social marketing practice. It investigates whether misperceptions of descriptive norms related to motorcycle speeding behaviour are prevalent among young motorcyclists, and whether there is an association between these misperceptions with their speeding behaviour.

A cross-sectional survey of 541 young motorcyclists was carried out as the second phase of a larger project, which examined the role of social norms related to road safety attitudes and behaviours.

The results showed misperceptions of perceived speeding norms among both male and female young motorcyclists. There was an association between normative misperceptions and speeding behaviour, and between speeding behaviour and approval to speeding behaviour by young motorcyclists. In addition, peer presence was found to moderate the relationship between misperceptions of speeding norms and speeding behaviour.

The study contributes to addressing the call for study of social norms marketing and health risks in non-Western contexts. Further, the results provide support for social marketers to consider the use of social norms approach in designing social marketing campaigns to promote safe motorcycle driving behaviours.

This paper aims to elucidate perceptions of safe driving and social norms in relation to driving motorbikes in the Vietnamese context.

A series of focus groups was undertaken in relation to driving practices from a number of groups: adolescents, families and adult males and females. The discussion centred on how driving behaviours were socialised within the various groups.

The research highlighted some very interesting social dynamics in relation to how safe driving habits are established and supported within the social context. In particular, the separation of descriptive and injunctive norms and the role such norms play in socialising driving behaviours, safe or otherwise.

The implications for social marketing practice are considerable, especially in the Vietnamese context where injunctive norms are difficult to portray, given the dynamics of the media landscape. Social marketing campaigns will need to have a broader consideration of how to establish descriptive norms, bearing in mind the social milieu in which the behaviours occur.

This research is the first of its kind in the Vietnamese context. While much practice-led innovation is occurring in the region, there is little extant research on the topic of social norms and the socialisation of behaviours within the Southeast Asian region.

This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam.

An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City (N = 391).

The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases.

For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam.

Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns to increase the desirability of pro-environmental product choices and other pro-environmental behaviours.

This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves.