Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

What is it about?

This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. The findings of this study point to the need for a segmentation approach based on the various stages of behaviour change while using the marketing mix to promote household recycling.

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