... Marketers should prioritise value-driven messaging, leveraging emotional appeals and credible information to strengthen consumer engagement with sustainability initiatives. Social implications The study highlights how social marketing communication can support sustainable consumer behaviour and SDG...

...Emma Shaozhen Florence; David Fleischman; Rory Mulcahy; Monte Wynder Purpose 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 sustainable behaviour, which is a form...

...-step theory application process with the aim of supporting improved theory use across the entire social marketing process. Design/methodology/approach The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory...

... may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change. Design/methodology...

...Patricia David; Sharyn Rundle-Thiele; Jason Ian Pallant Purpose Behavioural change practice has focussed attention on understanding behaviour; failing to apply dynamic approaches that capture the underlying determinants of behavioural change. Following recommendations to direct analytical focus...

... the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. Design/methodology/approach This is a conceptual paper that proposes the MOAB framework to understand...

... risk of disease and mediates the relationship between luck and superstition and PGSI. Research limitations/implications – Because not all cognitive dimensions apparently influence gambling behaviour, future research should extend the analysis to include other variables that may moderate...

... to sustain this behaviour over time. Design/methodology/approach – The validity and reliability of the scales used were tested using Cronbach’s alpha and exploratory and confirmatory factor analyses. Differences in cognition, attitudes and behaviour with respect to breastfeeding between the short...

...Stephen G. Saunders; Dani J. Barrington; Srinivas Sridharan Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing...

...Judith Holdershaw; Philip Gendall; Malcolm Wright Purpose The purpose of this paper is to test whether, in the context of blood donation, the predictive ability of the theory of planned behaviour (TPB) extends from behavioural intention to actual donation behaviour, and whether extended versions...

.../value Eight commonly expressed mythunderstandings are listed, including definitional issues, the roles of education, law and advocacy in social marketing and whether the sought behaviour change must be voluntary. While others have looked at outsiders' misunderstandings of social marketing, this paper...