Reducing household water consumption: a social marketing approach

There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing's role in achieving such goals. This research examines how key behavioural factors influence household water use, in the context of a...

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Bibliographic Details
Published inJournal of marketing management Vol. 31; no. 3-4; pp. 378 - 408
Main Authors Lowe, Ben, Lynch, David, Lowe, Julian
Format Journal Article
LanguageEnglish
Published Helensburg Routledge 12.02.2015
Taylor & Francis Ltd
Subjects
Australia
behavioural change
Cities
Households
Marketing
Natural resources
Social marketing
Studies
Sustainability
sustainable consumption/marketing
Sustainable development
theory of planned behaviour
Water conservation
Water consumption
Australia
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Summary:There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing's role in achieving such goals. This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2014.971044