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Recommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy

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dc.contributor.authorRomero Luis, Juan
dc.contributor.authorCarbonell Alcocer, Alejandro
dc.contributor.authorGertrudix, Manuel
dc.contributor.authorGertrudis Casado, María del Carmen
dc.contributor.authorGiardullo, Paolo
dc.contributor.authorWuebben, Daniel
dc.contributor.funderComunidad de Madrid
dc.contributor.funderMinisterio de Ciencia, Innovación y Universidades
dc.contributor.funderEuropean Commission
dc.contributor.funderUniversidad Rey Juan Carlos
dc.contributor.funderEuropean Regional Development Fund
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-08T13:15:10Z
dc.date.available2024-07-08T13:15:10Z
dc.date.issued2022
dc.description.abstractThe efficiency of communication campaigns that seek to boost a circular economy,leaving behind the traditional linear economy model,and corresponding behavior change is uncertain,although significant resources are being invested by the European Union and other organizations and institutions around the world. This study aims to identify barriers and enablers faced by the current communication model to generate a series of recommendations,targeted at communication practitioners,that ameliorate communication actions related to social behaviors change. A Grounded Theory process was used to analyze transcripts obtained through focus groups and semi-structured interviews with 22 biotechnology researchers and communication professionals. As a result,the identification of barriers and enablers that prevent or permit different actors to develop sustainable behaviors allowed us to conclude four recommendations aimed at improving the efficacy of communication actions that seek to boost a circular economy and sustainable behavior change: (1) raise awareness among politicians to reduce the barriers that prevent consumers from developing sustainable behavior,(2) involve companies in communication campaign actions as a point of leverage,(3) prioritize long-term interaction over short-term actions,and (4) take advantage of young students (and teachers),who are powerful transmission vectors for promoting sustainable habits among their elders. © 2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
dc.description.fundingtypeThis work was supported by the Community of Madrid (ID 501100006541) and the (ID 501100000780) under the BIOTRES- CM project S2018/EMT-4344; by the Ministry of Science and Innovation and the European Union (PID2021-127019OB-I00) under eCOMCIENCIA project; by the 2020 Call for Personnel in Training at Rey Juan Carlos University (ID 501100007511) under award number PREDOC 20-008; and by the Spanish Ministry of Education University (ID 501100003176) Teacher Training program (FPU) under award number Ministerio de Ciencia, Innovación y Universidades FPU18/02161</#award-id; European Regional Development Fund</#funding-source; Universidad Rey Juan Carlos
dc.description.keywordbehavior change
dc.description.keywordcircular economy
dc.description.keywordgrounded theory
dc.description.keywordscience communication
dc.description.keywordsocial communication
dc.formatapplication/pdf
dc.identifier.citationRomero-Luis, J., Carbonell-Alcocer, A., Gertrudix, M., Gertrudis Casado, M. D. C., Giardullo, P., & Wuebben, D. (2022). Recommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy. Cogent Social Sciences, 8(1), 2147265.
dc.identifier.doihttps://doi.org/10.1080/23311886.2022.2147265
dc.identifier.issn23311886
dc.identifier.officialurlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85142399111&doi=10.1080%2f23311886.2022.2147265&partnerID=40&md5=c2bda6358d186fe6102bfd9954725eee
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3172
dc.issue.number1
dc.journal.titleCogent Social Sciences
dc.language.isoeng
dc.page.total11
dc.publisherCogent OA
dc.relation.entityIE University
dc.relation.projectID501100003176
dc.relation.projectID501100000780
dc.relation.projectID 501100006541
dc.relation.projectID S2018/EMT-4344
dc.relation.projectIDMCIU: FPU18/02161 EC: 501100007511
dc.relation.projectID PID2021-127019OB-I00
dc.relation.projectID PREDOC 20-008
dc.relation.schoolIE School of Humanities
dc.rightsAttribution 4,0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectbehavior change; circular economy; grounded theory; science communication; social communication
dc.subject.keywordbehavior change
dc.subject.keywordcircular economy
dc.subject.keywordgrounded theory
dc.subject.keywordscience communication
dc.subject.keywordsocial communication
dc.titleRecommendations to improve communication effectiveness in social marketing campaigns: Boosting behavior change to foster a circular economy
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number8
dspace.entity.typePublication
person.identifier.scopus-author-id57220128756
person.identifier.scopus-author-id57222382161
person.identifier.scopus-author-id57773011100
person.identifier.scopus-author-id57188702951
person.identifier.scopus-author-id56496967300
person.identifier.scopus-author-id56165748000
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