چکیده مقاله
This study seeks to investigate the role of social marketing on the environmental behaviors contagion based on Andreasen's six step model in the field of waste segregation Waste segregation at source, is the first phase of the entire waste management cycle Waste and how to segregation waste faces several issues that require public participation and change in consumption behavior for the optimal implementation and management of waste The results of reviewing documents and studies conducted in the field of social marketing show that social marketing has an important and decisive role in changing and modifying the behavior of citizens To be successful in social marketing, the target group must be identified based on individual, social, economic andcultural characteristics and segmented into geographical location Given that the emotions in social marketing message can absolutely affect its success, by using subtle emotional expressions in marketing communication we can create emotional contagion that help the message make more viral and have ability to change people consumption preference through transfers of emotion In order to repeat, consolidate and improve the implementation method, the marketing process, training and implementation process of the project must be continuously accomplished and monitored, and through retesting, mistakes and inefficient solutions can be reduced and waste segregation behavior can be improved and corrected If grassroots environmental groups, NGOs, and citizens come together and have a consistent relationship with proctor organizations, policymakers will have the tools to change citizenship behavior and provide an alternative to increasing legal and educational campaigns
کلیدواژهها
نویسندگان
Ali Hossein Golzar
Master's student, Department of Information Technology Management, Islamic Azad University Science and Research Branch, Tehran, Iran
Sara Tabatabaei
Peoples’ Friendship University of Russia RUDN University
Shayan Mehrandish
Master's student, Department of Information Technology Management, Islamic Azad University Science and Research Branch, Tehran, Iran
Elena Anatolievna Ivanova
Peoples’ Friendship University of Russia RUDN University
شیوه ارجاع
Tabatabaei, Sara and Anatolievna Ivanova, Elena,1399,The Role of Social Marketing On the Contagion of Environmental Behavior with Emphasis On Emotional Contagion,Fifth International Conference on Management, World Trade, Economics, Finance and Social Sciences
ارائهشده در
مجموعه مقالات پنجمین کنفرانس بین المللی مدیریت، تجارت جهانی، اقتصاد، دارایی و علوم اجتماعی14 اسفند 1399