Extending social marketing principle application to program co-creation

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Rundle-Thiele, Sharyn

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Knox, Kathy L

Dietrich, Timo H

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2020-08-13
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Abstract

Social marketing is a way of thinking and operating that aims to build solutions people value. Through voluntary exchange, social marketing can deliver behaviour change for societal benefit. Social marketing can be applied to food waste and the environment. The effectiveness of social marketing in food waste behaviour change has received limited attention. Moreover, a clear roadmap on how to apply social marketing benchmarks to co-create programs is absent. This thesis brings together the results of ten studies reported in five papers, which aim to address two main research questions across two stages of research. In Stage 1, three formative research studies were conducted to inform the design of a consumer-insight driven social marketing pilot program (Studies 1a-c). Two empirical studies reported an evaluation of the pilot program (Studies 1d-e). Stage 2 of this thesis expanded the social marketing benchmark criteria (SMBC) application to co-create a social marketing behaviour change program. Studies 2a-e aimed to incorporate all eight SMBC in formative research, thus, demonstrates when, where, and how benchmarks can be applied to co-create a food waste prevention program. More specifically, drawing from Stage 1 learnings, Stage 2 studies aimed to extend the number of social marketing benchmarks that were applied, to extend behaviour change rates in program delivery. This thesis provides a new conceptual framework of Marketing Cocreation that incorporates all benchmarks into an existing co-design process. This thesis makes four major contributions. Firstly, this research verified the efficacy of social marketing in changing food waste behaviour. Secondly, this research identified consumer insights to guide researchers/practitioners in the food waste context. Thirdly, it outlines a first attempt to implement a comprehensive program of formative research that applies all benchmarks to co-create a marketing program aiming to reduce household food waste. Finally, the framework of Marketing Co-creation is proposed for social marketing academics/practitioners to guide the implementation of social marketing principles during program co-creation. This thesis offers a framework that can be applied by researchers and/or practitioners, ensuring that more benchmarks are utilised during cocreation with the aim to enhance the likelihood of behavioural change.

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Thesis (PhD Doctorate)

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Doctor of Philosophy (PhD)

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Dept of Marketing

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The author owns the copyright in this thesis, unless stated otherwise.

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Subject

Social marketing

Benchmark criteria

Co-design

Framework

Food waste

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