Developing Strategies for Household Water Conservation through Social Marketing: An Investigation of Consumers' Beliefs, Motivations, and Behavior
This study surveys householders on their beliefs about the water supply situation in their area, their water usage behavior, and factors motivating or inhibiting reduction in water consumption.
||Household Water Conservation, Sustainable Consumption, Social Marketing, Perceived Value, Household Survey
International Journal of Environmental, Cultural, Economic and Social Sustainability, Volume 2, Issue 2, pp.139-150.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 837.716KB).
Dr Jean Darian received her Ph.D. in Demography from the University of Pennsylvania. She currently teaches marketing at Rider University. Her research has focused on empirical studies of consumer behavior and its marketing implications. Studies include analysis of consumer behavior that
impacts on the environment, e.g. use of disposable products, and development of marketing strategies to facilitate environmentally sustainable behaviors
Laurie Darian has a B.A.in Economics from the Huxley College of Environmental Studies at Western Washington University, and a Master's Degree in Environmental Science at Montana State University.
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