Social Marketing Quarterly

Modern zoos seek to support their audiences in taking conservation action. To increase participation and maximize environmental impact, zoos should consider their community members’ perspectives from the outset -- i.e., in the selection of the action -- including understanding perceived barriers, benefits, current participation, and ease of taking the action.

This article focuses on a zoo’s process to integrate community perspectives when selecting conservation actions for messaging. We collected data from four audiences and applied community-based social marketing (CBSM) and other decision-making models to identify conservation actions in which efforts by the zoo could increase community engagement and behavior change.

How can a zoo incorporate community perspectives into the process of selecting conservation actions for messaging?.

Using the CBSM decision-making equation and a novel decision-making equation inspired by research with zoo visitors (the NERO model), the Queens Zoo balanced environmental impacts, community perspectives, and its’ expertise in developing and implementing conservation campaigns. Other institutions, like schools, museums, and universities looking to engage their communities in actions should apply this strategy to maximize the impact of their campaigns, especially when an action does not need to be done at home.

We used a two-phase mixed-methods design to answer our research question. Phase 1 included a content analysis, a survey of 42 zoo educators, interviews with 28 Queens Zoo visitors, and focus groups with 24 community members to identify eight conservation actions that were local priorities. We explored these actions more deeply in Phase 2, fielding an online survey to 400 residents of the New York City metro area. We used survey and environmental impact data to assign numeric values to the variables in two decision-making equations: CBSM and the NERO model, which is based on research with zoo visitors. Using the scores, we ranked the eight actions relative to each other and used these results to inform discussions with zoo leadership to strategically identify actions where the zoo’s expertise can support broad and sustainable behavior change.

Conservation actions prioritized during Phase 1 primarily included protecting the environment in general and protecting wildlife and habitats. Phase 2 survey data and application of the decision-making equations highlighted four actions nested within those themes -- enrolling with a clean energy provider, advocating for green space, reducing plastic use, and creating wildlife habitat -- as having high potential to engage many people and have meaningful environmental impact. Discussions with zoo leadership focused on how these actions align with zoo priorities and expertise and how the zoo could support communities in conservation action.

Conservation organizations seeking to support people in the behavior change process should consider how decision-making equations and data from their communities can help them select actions for campaigns. Incorporating community perspectives throughout the design of a conservation action campaign will increase relevance and interest and maximize participation and environmental impact.

The rising demand for energy in India due to tropical weather conditions, rising income levels and rapid urbanization has caused an increase in buying and use of air conditioners. Air conditioners are energy guzzlers. Strangely, although there is a high consideration for use of energy efficient air conditioners and high concern for the environment, yet the adoption of these appliances is considerably less, leading to an energy efficiency gap.

The present study aims to fulfill the energy efficiency gap by comparing the influence of psychological factors (expanded Theory of planned behavior (TPB) model) with technical factors (Diffusion of innovation (DOI) model) on the intention to purchase energy efficient air conditioners. The study also compares serial mediating effects of expanded TPB constructs and DOI constructs to transform environmental concern into purchase behavior towards energy efficient air conditioners.

The study attempts to answer the research questions, how do psychological factors influence purchase intention towards energy efficient air conditioners, how do technical factors influence purchase intention towards energy efficient air conditioners, and what extent, psychological and technical factors, carry the influence of environmental concern on purchase behavior towards energy efficient air conditioners? The hypotheses stipulate that the psychological factors and the technical factors have a significant influence on intention. The study also compares the sequential mediation of psychological and technical factors that carry the effect of environmental concern on purchase behavior towards energy efficient air conditioners.

A quantitative descriptive study was carried out by distributing a self-administered questionnaire within three regions: Delhi & NCR, Punjab and Tri-city. The data collected from 424 respondents have been analysed using AMOS 23.0. Path analysis has been used to test the direct relationship of psychological and technical factors on purchase intention towards energy efficient air conditioners. Further, serial mediating effects were analysed using bias-corrected bootstrapping analysis in AMOS 23.0.

Both psychological factors and technical factors (except trialability) significantly influence purchase intention towards energy efficient air conditioners. However, the psychological factors have been found relatively more influential than technical factors. Further, psychological factors sequentially mediate the effect of environmental concern on purchase behavior, whereas technical factors do not mediate.

Social marketing practitioners can promote the adoption of energy efficient air conditioners by designing interventions based on extended TPB model to transform environmental concern into purchase behavior. The study will contribute towards bridging the energy efficiency gap, considering the infirm impact of current commercial marketing campaigns focusing solely on technical aspects.

The present study manifests that integrated marketing communication based on both the types of TPB and DOI constructs will put synergetic impact on purchase intention.

The context of the study is limited in terms of one product, regions and households covered. Future studies can be carried out with larger samples, multiple products, and wider regions to generalise the study’s findings in situations involving pro-environmental purchase behavior.

Littering, the incorrect disposal of waste has become a widespread and costly social issue globally. Consequently, sustainable management of litter has evolved into a global necessity, highlighting its essential role in attaining various Sustainable Development Goals (SDGs). India plays a major role in contributing to the solid waste in the continent and hence, is struggling with this social problem.

Guided by the empirically tested integrated model developed in previous studies by the authors, the current study designs and explores the practical social marketing strategies targeted at encouraging anti-littering behavior.

What are the key social marketing interventions that can be effective in adopting anti-littering behavior?

The present research used a survey questionnaire to gather data. Subsequently, by performing Exploratory Factor Analysis (EFA), a four-component social marketing intervention mix was suggested to target the most impactful determinants identified by testing the aforementioned integrated model.

The current study proposes a social marketing interventions mix based on an empirically tested integrated behavior change theoretical framework to guide the development of effective social marketing behavior change campaigns.

The intervention mix proposed in the current studymay act as a tool for policymakers to identify appropriate social marketing intervention mix to target diverse groups requiring diverse treatments to change their undesired behavior.

An experiential learning project in an undergraduate consumer behavior course is presented as a case study of how to utilize social marketing principles in marketing courses. It is intended for educators, academics, and college professors specializing in marketing education who seek to engage students in societal impact initiatives through service learning.

The primary audience for the marketing mix strategies developed by the student teams was visually impaired people (VIPs), particularly those participating in the programs offered by the Hearts for Sight Foundation in Los Angeles, California. Over 12 million Americans aged 40+ have vision impairment, with one million classified as legally blind.

The project had a dual objective: one focusing on student learning outcomes and the other on the non-profit organization’s priority audience. For students, the project aimed to facilitate the application of marketing theories and concepts in a real-world context. For the non-profit organization, the goal was to increase participation among visually impaired individuals in eco-therapeutic activities while enhancing volunteer engagement. The initiative addressed challenges such as passive lifestyles resulting from transportation barriers and social isolation, promoting physical fitness, social interaction, and alternative transportation solutions such as ridesharing. Additionally, the project sought to expand volunteer involvement and enhance the organization’s overall visibility.

The project followed a three-phase framework for developing and implementing societal impact initiatives in higher education. Students designed a marketing strategy informed by audience insights, focusing on overcoming key barriers while promoting the benefits of the non-profit’s programs. The product strategy centered on eco-therapeutic activities, incorporating enhancements such as increased family involvement and expanded digital fitness offerings. Non-monetary incentives, including free transportation and digital partnerships, were proposed to improve accessibility. Promotional efforts leveraged podcasts, newsletters, and social media to highlight the benefits of participation, such as improved health, stronger social connections, and greater independence, while encouraging volunteer engagement.

The reflective exercises submitted by the students indicated that working with a nonprofit gave students valuable hands-on experience applying marketing concepts in real-world settings. They developed key skills like research, teamwork, communication, and strategic thinking while navigating unique challenges such as limited budgets and inclusive marketing for the visually impaired. Integrating GenAI tools and direct collaboration with professionals enriched their learning and boosted confidence. Students felt personally and professionally transformed, gaining insights and a sense of purpose. In a post-project debriefing, the non-profit president stated that their contributions provided practical solutions and creative ideas that advanced the foundation’s growth, supported its development, and contributed to securing funding.

When designing student projects that incorporate experiential learning with social marketing applications, educators should design a mutually beneficial project in collaboration with the community partner and implement structured check-ins and feedback sessions between students and community partners. Emphasizing the real-world impact of marketing strategies enhances the educational experience by connecting theoretical concepts to practical applications and societal issues.