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Title: The response to the commitment with block-leader recycling promotion technique: a longitudinal approach
Authors: Díaz Meneses, Gonzalo 
Palacio, Asunción Beerli 
UNESCO Clasification: 330807 Eliminación de residuos
530802 Comportamiento del consumidor
Keywords: Green promotion techniques
Recycling behavior
Social marketing
Issue Date: 2007
Journal: Journal of Nonprofit and Public Sector Marketing 
Abstract: This article focuses on the study of the changes in consumers' recycling beliefs, altitudes, and behavior due to the application of one promotion technique: a commitment by block leader technique characterized by the agreeing participant signing a request or statement in which s/he makes a commitment to recycle as a result of the encouragement of a person who belongs to the same social circle. We therefore carried out a quasi-experimental work whose results enable us to explain the response to this recycling promotion technique. It makes a contribution to existing environmental literature by (1) systemizing the set of existing doctrines in order to explain the response to this recycling promotion technique, and (2) revealing the effects of this technique on people's beliefs and altitudes. The practical implications that may stem from these contributions are of an educational nature and should be of use to the public management of promotion campaigns.
ISSN: 1049-5142
DOI: 10.1300/J054v17n01_04
Source: Journal of Nonprofit and Public Sector Marketing[ISSN 1049-5142],v. 17, p. 83-102
Appears in Collections:Actas de congresos
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