Influencing people for good: Waste bank and social marketing communication strategies

Abstract

Waste bank is one of mitigation strategies to reduce climate change impacts. This research focuses to examine the social marketing communication strategies used by the opinion leaders as social marketers to persuade people in Pendulan Hamlet to actively participate in the implementation of the waste bank. The study employed descriptive qualitative method. The data were collected using field observation, interviews, and documentation. The results found there were two main strategies to persuade people: (1) face-to-face communication; and (2) group communication. In addition, the characteristics of rural areas are important factors that influence the successful of social marketing communication strategies.