Applying the theory of social marketing for environmental campaign: : Fostering waste separation and recycling in the city of Altea by increasing environmental awareness and influencing behavioural change.
Puumala, Ilkka (2012)
Puumala, Ilkka
Metropolia Ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012060712090
https://urn.fi/URN:NBN:fi:amk-2012060712090
Tiivistelmä
This paper is a research performed for finding solutions to increase the amount of waste
separation and recycling in the city of Altea. The paper presents the main characteristics that
differentiate social marketing from the traditional business marketing most important being
the attributes of the product and its cost. They are presented the among the relevant
theories for understanding what social marketing is. The implementation of the theory is
supported by reviewing relevant literature and demonstrating case studies.
Social marketing is more than advertising. As in business marketing, the best result requires
the consistent use of the whole marketing mix. The process starts by indicating the target
audience and the barriers they face for performing the desired behaviour. The benefits of the
behaviour have to be highlighted in contrast to costs. The message has to be developed to
be personal, easy to understand and remember and it has to clearly state what is expected
from the audience. Among various tools, the most powerful tool in increasing the motivation
of the people was noticed to be to generate involvement and empowering the people in the
target audience.
The paper works as an overview of the problems and solutions. Lack of deep primary and
secondary research prevented the development of a proper and extensive marketing plan.
separation and recycling in the city of Altea. The paper presents the main characteristics that
differentiate social marketing from the traditional business marketing most important being
the attributes of the product and its cost. They are presented the among the relevant
theories for understanding what social marketing is. The implementation of the theory is
supported by reviewing relevant literature and demonstrating case studies.
Social marketing is more than advertising. As in business marketing, the best result requires
the consistent use of the whole marketing mix. The process starts by indicating the target
audience and the barriers they face for performing the desired behaviour. The benefits of the
behaviour have to be highlighted in contrast to costs. The message has to be developed to
be personal, easy to understand and remember and it has to clearly state what is expected
from the audience. Among various tools, the most powerful tool in increasing the motivation
of the people was noticed to be to generate involvement and empowering the people in the
target audience.
The paper works as an overview of the problems and solutions. Lack of deep primary and
secondary research prevented the development of a proper and extensive marketing plan.