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Improving community health through marketing exchanges: A participatory action research study on water, sanitation, and hygiene in three Melanesian countries

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  • Barrington, D.J.
  • Sridharan, S.
  • Saunders, S.G.
  • Souter, R.T.
  • Bartram, J.
  • Shields, K.F.
  • Meo, S.
  • Kearton, A.
  • Hughes, R.K.

Abstract

Diseases related to poor water, sanitation and hygiene (WaSH) are major causes of mortality and morbidity. While pursuing marketing approaches to WaSH to improve health outcomes is often narrowly associated with monetary exchange, marketing theory recognises four broad marketing exchange archetypes: market-based, non-market-based, command-based and culturally determined. This diversity reflects the need for parameters broader than monetary exchange when improving WaSH. This study applied a participatory action research process to investigate how impoverished communities in Melanesian urban and peri-urban informal settlements attempt to meet their WaSH needs through marketing exchange. Exchanges of all four archetypes were present, often in combination. Motivations for participating in the marketing exchanges were based on social relationships alongside WaSH needs, health aspirations and financial circumstances. By leveraging these motivations and pre-existing, self-determined marketing exchanges, WaSH practitioners may be able to foster WaSH marketing exchanges consistent with local context and capabilities, in turn improving community physical, mental and social health.

Suggested Citation

  • Barrington, D.J. & Sridharan, S. & Saunders, S.G. & Souter, R.T. & Bartram, J. & Shields, K.F. & Meo, S. & Kearton, A. & Hughes, R.K., 2016. "Improving community health through marketing exchanges: A participatory action research study on water, sanitation, and hygiene in three Melanesian countries," Social Science & Medicine, Elsevier, vol. 171(C), pages 84-93.
    • Handle: RePEc:eee:socmed:v:171:y:2016:i:c:p:84-93
    DOI: 10.1016/j.socscimed.2016.11.003
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    2. Geteneh Moges Assefa & Samiha Sherif & Jose Sluijs & Maarten Kuijpers & Tamene Chaka & Arsema Solomon & Yeshitila Hailu & Muluken Dessalegn Muluneh, 2021. "Gender Equality and Social Inclusion in Relation to Water, Sanitation and Hygiene in the Oromia Region of Ethiopia," IJERPH, MDPI, vol. 18(8), pages 1-19, April.
    3. Mahsa Mesgar & Diego Ramirez-Lovering & Mohamed El-Sioufi, 2021. "Tension, Conflict, and Negotiability of Land for Infrastructure Retrofit Practices in Informal Settlements," Land, MDPI, vol. 10(12), pages 1-15, November.
    4. Nosi, Costanza & D’Agostino, Antonella & Pratesi, Carlo Alberto & Barbarossa, Camilla, 2021. "Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design," Evaluation and Program Planning, Elsevier, vol. 89(C).
    5. John Friesen & Victoria Friesen & Ingo Dietrich & Peter F. Pelz, 2020. "Slums, Space, and State of Health—A Link between Settlement Morphology and Health Data," IJERPH, MDPI, vol. 17(6), pages 1-28, March.
    6. Anaka Aiyar & Srinivas Venugopal, 2020. "Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 243-260, June.

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