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“3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth

This study aims to evaluate a community-based social marketing (CBSM) campaign for promoting sustainable consumption behavior (SCB) among Thai youth. As a result, the “3S Project” was a CBSM campaign innovation to promote SCB among Thai youth which was created and piloted with a small segment of uni...

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Main Author: Nottakrit Vantamay,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:http://journalarticle.ukm.my/13906/1/23612-116199-1-PB.pdf
http://journalarticle.ukm.my/13906/
http://ejournal.ukm.my/mjc/issue/view/1235
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spelling my-ukm.journal.139062020-01-12T23:58:39Z http://journalarticle.ukm.my/13906/ “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth Nottakrit Vantamay, This study aims to evaluate a community-based social marketing (CBSM) campaign for promoting sustainable consumption behavior (SCB) among Thai youth. As a result, the “3S Project” was a CBSM campaign innovation to promote SCB among Thai youth which was created and piloted with a small segment of university students. The project was evaluated using quasi-experimental research in the form of a non-equivalent control group, designed for checking the effectiveness. Multivariate analysis of variance (MANOVA) at .05 statistically significant level was employed in this analysis. After intervention, it found that the “3S Project” innovation was effective. The mean scores of the experimental group were higher than the mean scores of the control group significantly in all five indicators, including the attitude towards behavior, the subjective norm, the perceived behavioral control, the intention to perform SCB, and sustainable consumption behavior (SCB). These results were recognized as new findings in the field of social marketing communication. They extend the existing body of knowledge in this field of study because using CBSM for sustainable behavior change in Thailand is still considered as being in its initial stage. Therefore, the results of this research project will be strongly beneficial for social marketing practitioners, communication campaign planners, and any organizations related to promote SCB among youth on all levels (international level, national level, and even local level) in utilizing this CBSM campaign innovation for promoting SCB among the Thai youth, both effectively and efficiently. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13906/1/23612-116199-1-PB.pdf Nottakrit Vantamay, (2019) “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth. Jurnal Komunikasi ; Malaysian Journal of Communication, 35 (4). pp. 32-49. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1235
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description This study aims to evaluate a community-based social marketing (CBSM) campaign for promoting sustainable consumption behavior (SCB) among Thai youth. As a result, the “3S Project” was a CBSM campaign innovation to promote SCB among Thai youth which was created and piloted with a small segment of university students. The project was evaluated using quasi-experimental research in the form of a non-equivalent control group, designed for checking the effectiveness. Multivariate analysis of variance (MANOVA) at .05 statistically significant level was employed in this analysis. After intervention, it found that the “3S Project” innovation was effective. The mean scores of the experimental group were higher than the mean scores of the control group significantly in all five indicators, including the attitude towards behavior, the subjective norm, the perceived behavioral control, the intention to perform SCB, and sustainable consumption behavior (SCB). These results were recognized as new findings in the field of social marketing communication. They extend the existing body of knowledge in this field of study because using CBSM for sustainable behavior change in Thailand is still considered as being in its initial stage. Therefore, the results of this research project will be strongly beneficial for social marketing practitioners, communication campaign planners, and any organizations related to promote SCB among youth on all levels (international level, national level, and even local level) in utilizing this CBSM campaign innovation for promoting SCB among the Thai youth, both effectively and efficiently.
format Article
author Nottakrit Vantamay,
spellingShingle Nottakrit Vantamay,
“3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
author_facet Nottakrit Vantamay,
author_sort Nottakrit Vantamay,
title “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
title_short “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
title_full “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
title_fullStr “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
title_full_unstemmed “3S Project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
title_sort “3s project”: a community-based social marketing campaign for promoting sustainable consumption behavior among youth
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2019
url http://journalarticle.ukm.my/13906/1/23612-116199-1-PB.pdf
http://journalarticle.ukm.my/13906/
http://ejournal.ukm.my/mjc/issue/view/1235
_version_ 1657565437419847680
score 13.211869

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