Abstract
In this paper, we discuss the effectiveness of community-based social marketing by using a successful youth littering abatement program called “Be the Street” as an example. A precampaign online survey was conducted to assess motivators for and barriers to littering behavior and perceived social norms of target audience, Gen Y youth in California Bay Area. The collected data was established as a baseline against a follow-up survey, which mirrored the precampaign survey to ensure data compatibility and to determine the overall impact of the program.
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© 2016 Academy of Marketing Science
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Hughes, M.Ü., McConnell, W. (2016). Using Community-Based Social Marketing to Change Youth Littering Behavior. In: Kim, K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-26647-3_150
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DOI: https://doi.org/10.1007/978-3-319-26647-3_150
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-26646-6
Online ISBN: 978-3-319-26647-3
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