... an electronic and electrical waste (e-waste) recycling pilot in one university setting. Design/methodology/approach During the Co-creation phase, the Capability, Opportunity, Motivation and Behaviour (COM-B) theory was applied delivering insights to guide campaign design, implementation and evaluation...

...Yue Xi; Sharyn Rundle-Thiele; Carina Roemer; Jeawon Kim; Sunil Herat Purpose This study responds to calls for increased theory use, higher levels of theory application and utilisation of approaches that extend beyond how individuals think and feel in social marketing. The capability, opportunity...

...Jessica Harris; Julia Carins; Sebastian Isbanner; Sharyn Rundle-Thiele Purpose The purpose of this paper was to document the success and failures of applying Social Cognitive Theory to increase breakfast consumption in a military setting. Breakfast is the most important meal of the day, delivering...

.... Originality/value This paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good. The present...

...Patricia David; Sharyn Rundle-Thiele Purpose In response to calls for theory use and a more reflexive turn in social marketing, this paper aims to draw on previously executed studies. In line with dominant social marketing downstream-focussed practice, the explanatory power of a commonly used...

...Shamini Manikam; Rebekah Russell-Bennett Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect...

... patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.). Mood research, information processing scholarship, framing theory and linguistic analysis of respondents' thoughts about the messages are used to explain the effects...