Understanding the social marketing mix for engaging coastal users in pro-environmental behavior: A marketing-as-practice analysis (notice n° 1351146)

détails MARC
000 -LEADER
fixed length control field 02267cam a2200205 4500500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20250504013529.0
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Language code of text/sound track or separate title fre
042 ## - AUTHENTICATION CODE
Authentication code dc
100 10 - MAIN ENTRY--PERSONAL NAME
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/>
500 ## - GENERAL NOTE
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
786 0# - DATA SOURCE ENTRY
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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