An Analysis of the Impact of Social Marketing Plans Implemented by the Municipality of Hamadan on Environmental Beliefs

Subject Areas :

Alireza Pirhayati ¹ (PhD student, Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran)
hosein vazifehdoost ² (Full Professor at Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran)
Pezhman Jafari ³ (Assistant Professor at Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran)
Asqar Seif ⁴ (Assistant Professor, Department of Statistics, Bu-Ali University, Hamadan, Iran)

Received: 2018-12-27 Accepted : 2019-02-27 Published : 2021-08-23

Keywords: value, Hamadan, urban management, Social Marketing,

Abstract :

Many environmental damages results from undesirable behaviors and attitudes. Social marketing is a process that exploits the principles of commercial marketing in order to influence the beliefs and behaviors of target audience. Many of the problems of urban management, especially in the field of the environment have their roots in citizens’ misconceptions. Therefore, it is expected that the organizations related to urban management to eradicate undesirable beliefs and behaviors by implementing mixed social marketing and thereby to prevent the occurrence of many environmental problems. This research, by presenting a conceptual model explains the effect of the implementation of mixed marketing on environmental beliefs from the viewpoint of Hamadan municipality. The results showed that by implementing a mixed social marketing by influencing the emotional and operational values people's environmental beliefs can be affected. In fact, the implementation of the mixed social marketing can lead to preventive measures. With the introduction of emotional and operational value as an effective consequence of the integrated implementation of the mixed social marketing, these factors have been shown to affect the prediction of individuals’ environmental beliefs.

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