Understanding the social marketing mix for engaging coastal users in pro-environmental behavior: A marketing-as-practice analysis (notice n° 1351146)
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fixed length control field | 02267cam a2200205 4500500 |
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control field | 20250504013529.0 |
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Language code of text/sound track or separate title | fre |
042 ## - AUTHENTICATION CODE | |
Authentication code | dc |
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Personal name | Trelohan, Magali |
Relator term | author |
245 00 - TITLE STATEMENT | |
Title | Understanding the social marketing mix for engaging coastal users in pro-environmental behavior: A marketing-as-practice analysis |
260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
Date of publication, distribution, etc. | 2025.<br/> |
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General note | 48 |
520 ## - SUMMARY, ETC. | |
Summary, etc. | • Research objectivesThis research explores social marketing practices used by coastal protection actors to encourage pro-environmental behaviors (PEB) among users. It aims to enrich the field of “marketing-as-practice” (MAP) by focusing specifically on social marketing practices, which have been relatively under-researched to date.• MethodologyA qualitative study was conducted through seventeen semi-structured interviews with actors involved in coastal protection. The collected data were analyzed using NVivo software to characterize the social marketing mix as practiced by these actors.• ResultsThe results reveal that coastal protection actors go beyond the six traditional elements of the social marketing mix (6Ps) by suggesting a seventh P: the exemplarity of the actors, or “perfect model.” Additionally, three of the existing Ps are further developed through specific practices such as anticipating future behaviors, adapting local policies, and directly involving users. Conversely, the other three Ps in the social marketing mix remain underutilized.• Conceptual and managerial implicationsThe findings provide practitioners with guidance to improve their interventions by leveraging the latest knowledge to design more comprehensive and effective strategies to promote PEB among users.• OriginalityThis research introduces a seventh element to the social marketing mix and deepens some of the existing elements, offering a new perspective on social marketing practices in the field of environmental protection. |
690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
Topical term or geographic name as entry element | marketing mix |
690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
Topical term or geographic name as entry element | marketing-as-practice |
690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
Topical term or geographic name as entry element | pro-environmental behaviour |
690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
Topical term or geographic name as entry element | social marketing |
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Note | Décisions Marketing | 117 | 1 | 2025-01-01 | p. 199-217 | 0779-7389 |
856 41 - ELECTRONIC LOCATION AND ACCESS | |
Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-1-page-199?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-1-page-199?lang=en&redirect-ssocas=7080</a> |
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