Social Marketing Interventions Mix for Changing Littering Behavior: An Exploratory Factor Analysis

Background Littering, the incorrect disposal of waste has become a widespread and costly social issue globally. Consequently, sustainable management of litter has evolved into a global necessity, highlighting its essential role in attaining various Sustainable Development Goals (SDGs). India plays a major role in contributing to the solid waste in the continent and hence, is struggling with this social problem. Focus of the Article Guided by the empirically tested integrated model developed in previous studies by the authors, the current study designs and explores the practical social marketing strategies targeted at encouraging anti-littering behavior. Research Question What are the key social marketing interventions that can be effective in adopting anti-littering behavior? Method The present research used a survey questionnaire to gather data. Subsequently, by performing Exploratory Factor Analysis (EFA), a four-component social marketing intervention mix was suggested to target the most impactful determinants identified by testing the aforementioned integrated model. Importance to the Social Marketing Field The current study proposes a social marketing interventions mix based on an empirically tested integrated behavior change theoretical framework to guide the development of effective social marketing behavior change campaigns. Recommendation for Research or Practice The intervention mix proposed in the current studymay act as a tool for policymakers to identify appropriate social marketing intervention mix to target diverse groups requiring diverse treatments to change their undesired behavior.