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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Using Community-Based Social Marketing to Change Youth Littering Behavior
verfasst von : Mine Üçok Hughes, Will McConnell
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
In this paper, we discuss the effectiveness of community-based social marketing by using a successful youth littering abatement program called “Be the Street” as an example. A precampaign online survey was conducted to assess motivators for and barriers to littering behavior and perceived social norms of target audience, Gen Y youth in California Bay Area. The collected data was established as a baseline against a follow-up survey, which mirrored the precampaign survey to ensure data compatibility and to determine the overall impact of the program.