Abstract

The mounting pressure on fresh water resources encourages many government and commercial organizations to implement strategic water conservation communications campaigns globally, especially in emerging markets. However, empirical evidence supporting the effectiveness of these campaigns is limited. In the current research, I address this research opportunity by developing and empirically testing selected important individual differences and social characteristics as influences on water conservation campaign effectiveness. I randomly obtained survey data from 408 South African consumers. I rigorously assessed scale measurement properties using confirmatory factor analysis, and systematically assessed the theorized relations using structural equation modeling. The results show that conservation campaigns affect consumers’ planned and habitual water conservation behavior, and contribute to our understanding of factors affecting water conservation social marketing communications effectiveness in emerging markets.

摘要

淡水资源的压力越来越大，这鼓励许多政府和商业组织在全球范围内，尤其是在新兴市场中，开展战略性的节水宣传运动。但是，支持这些运动有效性的经验证据有限。在当前的研究中，我通过开发和经验检验选定的重要个体差异和社会特征作为对节水运动效果的影响，从而解决了这一研究机会。我从408个南非消费者中随机获得调查数据。我使用验证性因子分析来严格评估尺度测量属性，并使用结构方程模型系统地评估理论关系。