Expanding the Prevailing Behavioral Model in A Social Marketing Context: A Case Study of an Eco-point System to Promote Eco-policies in Toyota City, Japan
Expanding the Prevailing Behavioral Model in A Social Marketing Context: A Case Study of an Eco-point System to Promote Eco-policies in Toyota City, Japan
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在社会营销背景下扩展普遍的行为模式：日本丰田市生态积分系统促进生态政策的案例研究
DOI：
10.1080/10495142.2019.1708528
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发表时间：
2019
影响因子：
1.4
通讯作者：
Hiroshi Ito and Nobuo Kawazoe
中科院分区：
文献类型：
--
作者：
Hiroshi Ito and Nobuo Kawazoe;Hiroshi Ito and Nobuo Kawazoe;Hiroshi Ito and Nobuo Kawazoe;Hiroshi Ito and Chisato Igano;Hiroshi Ito and Chisato Igano;Hiroshi Ito and Alan Reid;Hiroshi Ito and Chisato Igano;Hiroshi Ito and Nobuo Kawazoe
为了分析和扩展流行的行为模型（意识-知识-态度-行为），本研究探讨了推广生态家庭卡的策略，这是一种社会营销方法，日本丰田市的用户可以通过生态活动赚取生态积分并将其兑换为商品。该举措旨在通过激励参与生态活动来推进城市的生态政策。研究结果表明，认为环境意识和知识通过态度导致亲环境行为的主流理论模型对于解释这种情况下的行为变化是有限的。此外，研究结果表明，鉴于尚未体现为行为的环保态度，30多岁的女性是推广生态家庭卡的一个有前景的社会人口目标，居民对通过生态积分可以获得的商品有些满意，但希望有更多地方获得和使用生态积分。为市政府有效推广生态家庭卡提供建议。
To analyze and expand the prevailing behavioral model (awareness–knowledge–attitudes–behavior), this study explored strategies for promoting the eco-family card, a social marketing approach whereby users in Toyota City, Japan, earn eco-points through eco-activities and exchange them for goods. This initiative aims to advance the city’s eco-policy by incentivizing participation in eco-activities. The findings indicate that the dominant theoretical models positing that environmental awareness and knowledge lead to pro-environmental behaviors via attitudes are limited for explaining behavior change in this context. Furthermore, the results suggest that, given their pro-environmental attitudes that are yet to manifest as behaviors, women in their 30s are a promising sociodemographic target for promoting the eco-family card and that residents are somewhat satisfied with the goods that can be obtained with eco-points but desire more places to acquire and use eco-points. Recommendations are provided for the city government’s effective promotion of the eco-family card.