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  • Segmenting a Water Use Market: Theory of Interpersonal Behaviour Insights

    Author(s)
    Ibrahim, Ali
    Knox, Kathy
    Rundle-Thiele, Sharyn
    Arli, Denni
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2018
    Metadata
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    Abstract
    Water scarcity due to climate change, low rainfall, and the damaging effects of human activity is a global concern. In the United Arab Emirates, water consumption rates are among the highest in the world. Recently, researchers have suggested social marketing might assist to change individual water consumption. Guided by the theory of interpersonal behavior (TIB), this study sought to identify segments in one water use market, drawing on demographic, geographic, psychographic, and behavioral segmentation bases. A cross-sectional theoretically based online survey was designed based on the TIB constructs to collect data about ...
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    Water scarcity due to climate change, low rainfall, and the damaging effects of human activity is a global concern. In the United Arab Emirates, water consumption rates are among the highest in the world. Recently, researchers have suggested social marketing might assist to change individual water consumption. Guided by the theory of interpersonal behavior (TIB), this study sought to identify segments in one water use market, drawing on demographic, geographic, psychographic, and behavioral segmentation bases. A cross-sectional theoretically based online survey was designed based on the TIB constructs to collect data about one residential population’s water knowledge/awareness attitudes, emotions, religiosity, habits, surrounding social norms, and facilitating factors. E-mail invitations to complete the survey were sent to the target population. Two-step cluster analysis was used to analyze the data (N = 1350), and three major water user segments were identified (regular, conscious, and careless users), who could be characterized based on psychographic and water use (behavioral) determinants. Audience segmentation is often absent or done on the fly, and this article proposes that effectiveness could be improved by applying a rigorous and theoretically based approach. Opportunities for social marketers to develop interventions targeting specific user groups are subsequently identified, along with a future research agenda.
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    Journal Title
    Social Marketing Quarterly
    Volume
    24
    Issue
    1
    DOI
    https://doi.org/10.1177/1524500417741277
    Subject
    Health services and systems
    Public health
    Publication URI
    http://hdl.handle.net/10072/380755
    Collection
    • Journal articles

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