IDEAS home Printed from https://ideas.repec.org/a/taf/wjabxx/v21y2020i1p62-77.html
   My bibliography  Save this article

Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana

Author

Listed:
  • Ernest Yaw Tweneboah-Koduah
  • Matilda Adams
  • Kwamina Minta Nyarku

Abstract

The study sought to examine how a behavioral change theory (theory of planned behavior) could be used in social marketing to predict households’ waste disposal behavior in Ghana. A quantitative approach using self-administered questionnaires was used for this study. Empirical data was drawn from 343 respondents in the Greater Accra Region. Structural Equation Modelling was used to analyze the hypothesized paths/relationships. The study found that attitude was the strongest predictor of behavior, followed by subjective norm and then intention. In relation to waste disposal behavior, this paper provides evidence for issues of potential research and managerial interest. Practically, the study findings will help social marketing implementers and policy-makers to develop effective waste disposal intervention programs using variables that are applicable in our context. This study appears to be the first to systematically and quantitatively apply the Theory of Planned Behavior (TPB) in social marketing to investigate waste disposal behavior in an emerging economy context, thus providing empirical evidence for academics, practitioners and public service practises.

Suggested Citation

  • Ernest Yaw Tweneboah-Koduah & Matilda Adams & Kwamina Minta Nyarku, 2020. "Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana," Journal of African Business, Taylor & Francis Journals, vol. 21(1), pages 62-77, January.
    • Handle: RePEc:taf:wjabxx:v:21:y:2020:i:1:p:62-77
    DOI: 10.1080/15228916.2019.1597323
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/15228916.2019.1597323
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/15228916.2019.1597323?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Iulian Georgescu & Anca Antoaneta Vărzaru & Mădălina Georgiana Mangra, 2022. "The Role of Human Resources Management in the Internal Branding of Public Organizations," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 555-559, Decembrie.
    2. Abraham Yeboah & Nana Owusu-Frimpong & Ofosu Agyekum & Vida Owusu-Prempeh, 2023. "Measuring situational factors in theory of attribution to consumer attitudes towards unlawful disposal of solid waste products in Ghana with special reference to Sunyani: a mediation and moderation an," Future Business Journal, Springer, vol. 9(1), pages 1-21, December.
    3. Nelson de Matos & Marisol B. Correia & José Ramón Saura & Ana Reyes-Menendez & Nuno Baptista, 2020. "Marketing in the Public Sector—Benefits and Barriers: A Bibliometric Study from 1931 to 2020," Social Sciences, MDPI, vol. 9(10), pages 1-22, September.
    4. Babak Moeini & Erfan Ayubi & Majid Barati & Saeid Bashirian & Leili Tapak & Khadije Ezzati-Rastgar & Maryam Hashemian, 2023. "Effect of Household Interventions on Promoting Waste Segregation Behavior at Source: A Systematic Review," Sustainability, MDPI, vol. 15(24), pages 1-16, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:wjabxx:v:21:y:2020:i:1:p:62-77. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/wjab20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.