Utilizing Community-Based Social Marketing in a Recycling Intervention with Tailgaters

Abstract

The purpose of the current study was to design and implement a pilot intervention following the community-based social marketing (CBSM) process (McKenzie-Mohr & Smith, 1999) and Darnton’s (2008) social marketing framework to change the recycling knowledge and behaviors of tailgaters during home football events for a particular institution of higher education. Researchers asked what effect does a CBSM intervention have on the recycling behavior (via self-reported opinion and actual materials recycled) as well as self-reported knowledge among tailgaters during home football events for a particular IHE. In addition, researchers asked whether the use of students and student-athletes, from the respective IHE, as recycling educators would be better received by tailgaters than some other set of individuals. Both objective and subjective evidence support a conclusion that the pilot intervention enhanced the recycling behavior and recycling knowledge of tailgaters. Subjective evidence supports a conclusion that th...