Models, Theory and Applications
Chapter 15: Socio-cultural ecological models summary
In this part of the book we have dealt with a broad variety of models relating to the socio-cultural and ecological environment. The discussion highlights that a successful social marketing campaign with regard to behavioural change needs to look at a combination of theories and approaches. To illustrate the importance of this, we highlighted the differences between micro-, meso-, macro-and exo-level systems and how they are often inter-related. Micro-level systems relate to the individual and its immediate environment (e.g., the family). One theory applicable for social marketing in this environment is that of consumer socialization. Consumers are socialized to function as consumers by immediate others, who are often family members. However, as Ekström highlights in her case study in Chapter 13, for behavioural change to be successful, social marketers must also consider to what extent consumers are able to perform the desired behaviour with relative ease. The corporate world can contribute here, by, for example, setting up recycling stations for used clothes and assist in educating consumers to use them. As such, a combination of a mid-stream and downstream approach seems better than focusing on a single approach. Macro-and exo-level models take a broader approach by including the socio-cultural and community level. In these models we look at not just a person’s motivation to change, but also their opportunity and ability to perform the behaviour. In these models, ability and opportunity is seen as external to the individual.
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