Essays on Social Marketing and Sustainability - Campaign on Racism in Australia Case Study

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The paper "Social Marketing and Sustainability - Campaign on Racism in Australia " is an outstanding example of a marketing case study. The idea of behavior change is a major challenge in consumer behavior research. Building on the prior case of racism in Australia, different strategies are used by the Australian government to deal with the problem of racism. Racism is seen as a vice that creates an unstable society whereby individuals do not respect or trust one another. Due to this, different marketing activities are not well implemented in the community creating sustainability in the society.

This paper explores how planned interventions and different change models can have an enormous impact on the behavior. The scope of the paper analyses how change on Racism is difficult and proposes a better solution to the behavior change on Racism. The primary focus of the campaign on racism in Australia is to do away with the vice and create consumer-centric sustainability in marketing. Marketing is considered to be the principal business function for the consumers; most of the marketing actions create consumer-centric sustainability. Consumer-centric sustainability is seen as different mediated effects of marketing actions on the economic, environment and personal well-being of different consumers.

The marketers need to avoid racism at all levels of their actions for them to create consumer sustainability within society. Racism in marketing can take different forms such as intimidation and harassment of customers from another race, or different comments on social media to abuse or offend a given group of people. This always creates biases and prejudice in marketing functions. The notion that individuals from a given ethnicity are more superior to individuals from another ethnic background justifies the inequality (Sheth et al. , 2011). Several behavioral change models can be used in the campaign.

The first behavioral approach is the social norms theory. The theory was first used by Berkowitz. He used the theory to address the alcohol pattern in the student. This approach can be used to address a broad range of behavior changes in the community. The primary audiences of the social norms theory are college students. This approach aims at understanding the interpersonal and environmental influences for a behavior to be changed.

Social norms focus on peer influence and the role of different individuals behaviors. This approach can be used in addressing racism among the peers and educate them on the importance of desirable behavior change. The second theory of behavioral change that can be utilized in the campaign is the theory of reasoned action. This theory was founded by Martin Fishbein and Ajzen Ice to improve information theory. The theory adds elements of persuasion and behavioral intention. The theory of reasoned action always predicts the behavioral intentions and predicting a given behavior.

The theory also discusses various factors that hinder the influence of different attitudes. It uses attitudes and norms in predicting the behavior. This is a situation whereby when the attitudes of an individual directing him to express a negative behavior while the norms direct them to do something else. This theory can be used to improve desirable behavior change in individuals.

References

Baca-Motes, K., Gneezy, A., Brown, A., Keenan, E.A. and Nelson, L. D., 2013, Behavior Change and Commitment, Consumer Research Journal, vol 39, no 5, pp.1070-1084.

Duhachek, A., Han, D., and Agrawal, N., 2012, Coping, Framing and Fluency in the Effective, Responsible Drinking Messages, Journal of Marketing Research, vol. 49,pp 928-941.

Pechmann, C.,Goldberg, M., and Reibling, E., 2003, What is to be Conveyed in Antismoking Advertisements for the Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes, Journal of Marketing, vol 67, pp1-18.

Pink D., 2010, “Drive: The Surprising Truth about What Motivates Us” Available at http://www.openculture.com/2010/06/daniel_pink_the_surprising_truth_about_what_mot ivates_us.html

Rothschild, M.L., 1999, “Carrot, Promises, and Sticks, A Conceptual Framework for the Management of Public Health and Social Issues Behaviors”, Journal of Marketing, vol. pp 63, 24-37.

Sheth, J. N. Srinivas, S. and Sethia N. K.,2011, Mindful Consumption: A Customer-Centric Approach to Sustainability, The Journal of the Academy of Marketing Science, vol 39, pp 21-39.

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