Using Community-Based Social Marketing to Change Youth Littering Behavior (original) (raw)

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016

Abstract

In this paper, we discuss the effectiveness of community-based social marketing by using a successful youth littering abatement program called “Be the Street” as an example. A precampaign online survey was conducted to assess motivators for and barriers to littering behavior and perceived social norms of target audience, Gen Y youth in California Bay Area. The collected data was established as a baseline against a follow-up survey, which mirrored the precampaign survey to ensure data compatibility and to determine the overall impact of the program.

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