placeholder image

Using value theory for segmentation in social marketing

Conference Paper


Download full-text (Open Access)

Abstract


  • This paper presents a survey study with 1,444 low-income older

    residents in regional NSW, Australia exploring their value perceptions

    towards using energy efficiently, as an approach to segmentation in

    social marketing. The study theorises that insight regarding the

    perceived functional, economic, emotional, social, and ecological

    value of using energy efficiency by participants can be used to

    segment, target and position social marketing programme activities to

    facilitate energy efficient behaviour(s). Latent class analysis was

    conducted on the participant sample, and identified seven distinct

    latent classes: frugal eco warriors, value opportunists, greenies,

    indecisive, apathetic independent spendthrifts, independents, and

    ambivalent ecologists. Each of these distinct latent classes displayed

    particular orientations with respect to value of using energy efficiently.

    This analysis presents new insights for social marketers from an

    appreciation of how different groups frame value in energy efficiency

    practices. The relevance and utility of using value theory as a social

    marketing segmentation approach offers academics and policy

    makers new insights to focusing on value as means for addressing

    energy efficiency.

Publication Date


  • 2015

Citation


  • Gordon, R., Butler, K., Magee, C., Waitt , G. & Cooper, P. (2015). Using value theory for segmentation in social marketing. World Social Marketing Conference (pp. 26-29). Fuse Events.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2781&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/1782

Start Page


  • 26

End Page


  • 29

Abstract


  • This paper presents a survey study with 1,444 low-income older

    residents in regional NSW, Australia exploring their value perceptions

    towards using energy efficiently, as an approach to segmentation in

    social marketing. The study theorises that insight regarding the

    perceived functional, economic, emotional, social, and ecological

    value of using energy efficiency by participants can be used to

    segment, target and position social marketing programme activities to

    facilitate energy efficient behaviour(s). Latent class analysis was

    conducted on the participant sample, and identified seven distinct

    latent classes: frugal eco warriors, value opportunists, greenies,

    indecisive, apathetic independent spendthrifts, independents, and

    ambivalent ecologists. Each of these distinct latent classes displayed

    particular orientations with respect to value of using energy efficiently.

    This analysis presents new insights for social marketers from an

    appreciation of how different groups frame value in energy efficiency

    practices. The relevance and utility of using value theory as a social

    marketing segmentation approach offers academics and policy

    makers new insights to focusing on value as means for addressing

    energy efficiency.

Publication Date


  • 2015

Citation


  • Gordon, R., Butler, K., Magee, C., Waitt , G. & Cooper, P. (2015). Using value theory for segmentation in social marketing. World Social Marketing Conference (pp. 26-29). Fuse Events.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2781&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/1782

Start Page


  • 26

End Page


  • 29