摘要:

AbstractMeans‐end chain theory and the laddering methodology were used to derive the goals relevant to consumers for recycling, as well as the interrelations among goals. The importance of the goals and their hierarchical structure were also tested, and their effects on attitudes, subjective norms, and past behavior determined. Data were collected on 133 consumers in a moderate‐size metropolitan community by use of a random digit dialing procedure. The overall framework emerging from the analyses is one where concrete goals lead to more abstract goals, and attitudes and past behavior intervene between goals and intentions in decision making. Nineteen total goals were uncovered, with 15 ultimately found to be salient. The topmost goals in the hierarchy were “promote health/avoid sickness,” “achieve life‐sustaining ends,” and “provide for future generations.” The key lower‐order goals—“avoid filling up landfills,” “reduce waste,” “reuse materials,” and “save the environment”—work through such intermediary goals as “reduce messy trash,” “curtail pollution,” “save resources,” and “save the planet.” Two important terminal goals that were also at intermediate levels in the hierarchy were “save/earn money” an

ISSN:0742-6046    

DOI:10.1002/mar.4220110403

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY

摘要:

AbstractThis research contributes to the area of environmental management by investigating strategic approaches to motivating increased citizen compliance with community recycling programs. Using a quasiexperimental design, direct behavioral observations and attitudinal and other survey data were drawn from 140 households in a northeastern metropolitan community, to test hypotheses related to the efficacy of different message appeal (fear, satisfaction) and source (advertising, publicity, personal) strategies. Although positive appeals yielded most favorable levels of beliefs and attitude toward recycling, the greatest increase in recycling behavior came in response to a negatively framed message conveyed by a personal acquaintance. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110404

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY

摘要:

AbstractRecent attempts to improve the influence of social marketing have often focused on behavioral strategies, largely neglecting the concept of attitude. This is understandable given the weak performance of attitudinal variables as a predictor in past studies of proenvironmental behavior. However, we suggest that part of the reason for the poor association between attitudes and such behavior is the possibility that many altruistic acts such as recycling are subject to affective influences that may not be fully captured by commonly employed attitude measures. We also suggest that attitude strength might moderate the extent to which affective reactions account for additional variance in behavior. Specifically, it is predicted that affect is more important for weak than for strong attitudes. Empirical results are presented to support these suggestions. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110405

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY

摘要:

AbstractThis article explores the role of memory processes in two aspects of recycling behavior. First, traditional research in cognitive psychology, communication, and consumer behavior is discussed briefly as it relates to understanding how people learnwhyto recycle. More importantly, a recently emerging stream of memory research, examining memory processes in real‐world contexts, is introduced as a conceptual basis for understanding how people rememberwhenandhowto recycle. Additionally, these ideas are integrated to help explain the results of past recycling research and to offer suggestions regarding future recycling programs. © 1994 John Wiley&Sons, I

ISSN:0742-6046    

DOI:10.1002/mar.4220110406

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY

摘要:

AbstractThis article provides a framework for integrating past recycling research by conceptualizing recycling compliance as a marketing problem. Within a social marketing framework, recycling behavior is considered the product, and the marketing problem is to sell recycling to the consumers or public. Recycling research is then categorized as consumer research (research on characteristics of the recycler), pricing research (research on the costs to the consumer, including implicit or less tangible costs), distribution research (research on modes of participation for the recycler), and promotional research (research on intervention strategies such as raffles and contests, personal selling techniques such as block leader programs, and persuasive communications). Using this framework, we provide an integration of a vast amount of recycling research, and also suggest how this research can be used to design actionable strategies for the development of community recycling programs. © 1994 John Wiley&Sons, Inc

ISSN:0742-6046    

DOI:10.1002/mar.4220110407

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220110402

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1994

数据来源: WILEY