Flexitarianism and Social Marketing

2018 ◽  
pp. 105-120 ◽  
Author(s):  
Hans Dagevos ◽  
Machiel J. Reinders
Keyword(s):  
Social Marketing ◽  
Consumer Culture ◽  
Field Experiments ◽  
Food System ◽  
Meat Consumption ◽  
Marketing Strategies ◽  
Behavioural Interventions ◽  
Eating Meat ◽  
Mind Set ◽  
Sustainable Transition

Society increasingly expresses concerns about the meat-centred food system, there is an increasing choice of plant-based meat substitutes and a growing amount of food consumers abstain from eating meat for several days per week (i.e., flexitarianism). However, consumers differ in their engagement regarding meat consumption moderation, leading to different transition routes of reducing meat consumption. Social marketing strategies are relevant when it comes to this transition and can be divided along a spectrum from light (“education”) to heavy (“law”). In the middle of this spectrum, nudging may be typified as aiming to unconsciously change behaviour by intervening in the context of consumption. This chapter presents two field experiments showing how these unconscious behavioural interventions could offer opportunities to effectively reduce meat consumption. Despite the promising contributions of these nudging interventions, a sustainable transition towards less meat consumption also requires changes in both prevalent consumers' mind-set and consumer culture.

The Psychology of Meat Consumption

2018 ◽  
pp. 1-16
Author(s):  
Iveta Šedová ◽  
Tereza Vandrovcová
Keyword(s):  
Social Marketing ◽  
Meat Consumption ◽  
Meat Production ◽  
Community Based ◽  
Eating Meat ◽  
Historic Development ◽  
Paradox Theory ◽  
Eating Animal

This chapter starts with a brief outline of the historic development of the interspecies relationships and discusses the role of norms in changing behavior. Norms play a role in maintaining the ideology of carnism which enables people to eat the flesh of certain animals due to the invisibility of meat production and to the mechanisms of objectification, deindividualization and dichotomization of livestock. According to the meat paradox theory, people alleviate the unpleasant feelings about eating animal flesh by diminishing the minds of the eaten animals. The 4N (normal, natural, necessary and nice) rationalizations which justify eating meat in current society are also pointed out. Furthermore, the role of values, attitudes and different type of motivations are discussed. In conclusion, possible ways of employing community-based social marketing are offered.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

The 5-4-3-2-1 Go! Intervention: Social Marketing Strategies for Nutrition

2007 ◽  
Vol 39 (2) ◽  
pp. S55-S59 ◽  
Author(s):  
W. Douglas Evans ◽  
Jonathan Necheles ◽  
Matt Longjohn ◽  
Katherine Kaufer Christoffel
Keyword(s):  
Social Marketing ◽  
Marketing Strategies

scholarly journals Landscape and Consumer Culture in the Design Work of Humphry Repton and Gordon Cullen: A Methodological Framework

2018 ◽  
Author(s):  
Mira Engler
Keyword(s):  
Mass Media ◽  
Urban Design ◽  
Consumer Culture ◽  
Landscape Design ◽  
Marketing Strategies ◽  
Theory And Practice ◽  
Methodological Framework ◽  
Design Studies ◽  
Consumer Markets ◽  
Humphry Repton

The practice of landscape and townscape or urban design is driven and shaped by consumer markets as much as it is by aesthetics and design values. Since the 1700s gardens and landscapes have performed like idealized lifestyle commodities via attractive images in mass media as landscape design and consumer markets became increasingly entangled. This essay is a methodological framework that locates landscape design studies in the context of visual consumer culture, using two examples of influential and media-savvy landscape designers: the renowned eighteenth-century English landscape gardener Humphry Repton and one of Britain’s top twentieth-century draftsmen and postwar townscape designers, Gordon Cullen. Rather than aesthetics and meaning, I focus on the designer’s motives, working modes, and visual marketing strategies for building audiences and markets. At the heart of these strategies is the performance of images in consumerist culture. Drawing on primary and secondary sources, I show that they persuasively fashioned, “packaged,” and “sold” their landscape commodity through attractive and marketable image-text products. The study highlights the specific role that each man assumed vis-à-vis his work environment and consumers, the pictorial sources that each used, and the media that broadcast and shaped each designer’s legacy. Despite the different historical contexts and the particular logics of the economy and mass media apparatuses of the time, this consumerist-focused study also reveals parallels between these men’s motives and image-making and marketing strategies. For instance, their drive for both professional and laypeople appeal led them to bridge theory and practice, use the “art of compromise,” and devise palatable and alluring images. By using consumerist arts perspectives in landscape and urban design studies, I offer a new interpretive path toward a historical knowledge that incorporates the landscape designer’s modus operandi and explains the role of mass media and marketing in the production and consumption of landscape.

Respecifying the Social Marketing Model for Unique Populations

1996 ◽  
Vol 3 (1) ◽  
pp. 44-52 ◽  
Author(s):  
Gary Meyer ◽  
James W. Dearing
Keyword(s):  
Interpersonal Communication ◽  
San Francisco ◽  
Social Marketing ◽  
Formative Evaluation ◽  
Economies Of Scale ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Environmental Mapping ◽  
Marketing Model ◽  
Large Audience

Social marketing strategies are deployed in social change campaigns around the world. Yet the usefulness of social marketing strategies to affect behavior change among unique population members is not well known. Social marketing is efficient and cost-effective when a campaign targets a sufficiently large audience so as to achieve economies of scale. Unique population groups, however, typically consist of few members. How can efficiency be achieved with small target audiences? To solve this conundrum we suggest that certain social marketing strategies (environmental mapping, formative evaluation, interpersonal communication channels, and the nonmonetary costs of adoption) should be emphasized, and others (program management and target audience segmentation) deemphasized, in program design. We use examples drawn from a recent study of HIV prevention programs in San Francisco to illustrate this point.

New Meat Without Livestock

2018 ◽  
pp. 344-361 ◽  
Author(s):  
Kurt Schmidinger ◽  
Diana Bogueva ◽  
Dora Marinova
Keyword(s):  
Best Practice ◽  
Sustainable Consumption ◽  
Meat Consumption ◽  
Marketing Strategies ◽  
Consumption Patterns ◽  
Animal Products ◽  
Solution Strategies ◽  
Positive Effects ◽  
Policy Suggestions ◽  
Global Problems

This chapter summarizes the global problems associated with livestock production and meat consumption and shows solution strategies through replacing animal products with plant-based alternatives. The positive effects of plant-based alternatives on human health and the environment are reviewed together with approaches for reducing world hunger. Psychological strategies for nutritional transitions towards more sustainable consumption patterns and criteria for market success of meat alternatives are presented. This is followed by an overview of meat alternatives – from soy1, lupine or wheat based, to bleeding burgers and artificial intelligence concepts. Marketing strategies and best practice policy suggestions complete the chapter.

Influencing strategy lessons from the world of social marketing

2018 ◽  
Vol 34 (1) ◽  
pp. 8-9
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Health Problem ◽  
Design Methodology ◽  
Public Health Problem ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Marketing Effectiveness ◽  
The Social

Purpose This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

scholarly journals More “Bank” for the Buck: Microtargeting and Normative Appeals to Increase Social Marketing Efficiency

2018 ◽  
Vol 25 (1) ◽  
pp. 26-39 ◽  
Author(s):  
Alexander L. Metcalf ◽  
Justin W. Angle ◽  
Conor N. Phelan ◽  
B. Allyson Muth ◽  
James C. Finley
Keyword(s):  
Social Marketing ◽  
Controlled Trial ◽  
The United States ◽  
Marketing Strategies ◽  
Control Group ◽  
Treatment Groups ◽  
Social Marketing Campaign ◽  
Chesapeake Bay Watershed ◽  
Normative Appeals ◽  
Normative Message

Successful conservation in the United States relies on collective stewardship by millions of private landowners, challenging those agencies and nongovernment organizations tasked with engagement and outreach. Perennially limited resources compound this challenge, highlighting a deep need for efficient social marketing. In the following research, we test the efficacy of two social marketing strategies—microtargeting and normative appeals—through a randomized controlled trial of an integrated social marketing campaign targeting riparian landowners in the Pennsylvania portion of the Chesapeake Bay Watershed. We used a microtargeting algorithm to predict landowners’ likelihood of responding to a conservation outreach campaign to create treatment groups of high-likelihood prospects versus random prospects (i.e., no microtargeting). A normative appeal was also included as an experimental factor in the campaign communicating that forested riparian buffer investments were common among similar landowners. Among microtargeted landowners, we observed a 66% increase in response to a riparian restoration survey compared to the control group. Additionally, we found a significant influence of a normative message among random (nonmicrotargeted) prospects, increasing response by 23% over the control group. We conclude conservation outcomes may be more efficiently achieved by deploying these marketing techniques on a wider scale to a variety of conservation challenges.

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