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Non-price Drivers of Household Water Consumption

Lowe, Ben and Lowe, Jason A. and Lynch, David and Laffey, Des (2012) Non-price Drivers of Household Water Consumption. In: Hulbert, B. and Harrigan, P. and Harris, L., eds. Marketing : catching the technology wave : Academy of Marketing Conference. University of Southampton, Southampton, England. ISBN 978-0-85432-947-2. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)

Abstract

The unique role of marketing in bringing about voluntary behavior change is becoming more important in addressing a wide variety of societal challenges. Particular challenges where the role of marketing is becoming more prominent include a vast array of environmental issues (Kotler 2011). The research presented here outlines a social marketing intervention, Project Hydro, which was initiated to reduce household water consumption in a drought affected part of Australia. Project Hydro has led to a 30 percent reduction in household water consumption over five years. In contrast to costly supply side solutions, this research identifies key drivers of household water consumption, using a large scale survey extending the Theory of Planned Behaviour (TPB) to the context of household water consumption. Implications for policy makers and social marketers are discussed.

Item Type: Book section
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 20 Dec 2012 15:27 UTC
Last Modified: 06 Feb 2020 04:07 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32808 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
Laffey, Des: https://orcid.org/0000-0001-5502-0250
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