Social Marketing in Action: Increasing Recycling in a Large Organization

Todd Weaver, Georgia State University, USA
This research addresses the important question of whether grassroots social marketing efforts can successfully increase recycling in a large organization. Guided by established behavioral theories, I employ an Action Research methodology to engage with concerned groups at a large university in the southeastern United States. This collaboration involves gaining an initial understanding of the situation, planning and implementing social marketing efforts intended to improve the situation, and learning from reflection on these efforts. This approach will not only improve the problematic situation but also give insight into the individual and organizational processes involved in initiating and sustaining pro-environmental behaviors.
[ to cite ]:
Todd Weaver (2010) ,"Social Marketing in Action: Increasing Recycling in a Large Organization", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 924-925 .