Gillian Sullivan-Mort

Health Belief Model: Evaluating Marketing Promotion in a Public Vaccination Program

National health objectives are driven to increase participation rates. Individual health decisions are determined by attitudes, behavior, lifestyles, and government policies. This research, therefore, examined not just the development and delivery of a message targeting individual voluntary behavior change, but the intention of changes in social structures that will facilitate individuals reaching their potential; thus the purpose of this article is to shed light on the uptake of the human papillomavirus (HPV) immunization using the health belief model (HBM). Research was conducted with the use of focus groups by drawing on the framework of the HBM. This research approach is conceptual by nature, based on the virtue of marketing promotion and on HBM literature. Though offering the vaccine free to the general public provides additional evidence to certain groups on the intention to act or uptake of the vaccine, awareness levels were found to be poor despite increased efforts by the government trying to promote this vaccine. There was evidence that social capital and trust can produce effective communication message strategies that reinforce social bonds. This article provides an interesting basis for further investigation; however, as implausible as it seems the article also contributes to the concept of perceived benefits and of self-efficacy.

Conceptual differences between adolescent and adult impulse buyers

Purpose – There have been recent calls for research into the impulse shopping behaviours of adolescent consumers – an important topic because adolescents are: an increasingly important market segment; a segment which has recently been empowered by the availability of easy credit; and which is increasingly targeted by strategic marketing collateral. This paper responds to the call by aiming to focus on the impulse shopping behaviours of adolescents.Design/methodology/approach – The research is qualitative in nature and utilises lengthy mini focus group interviews of both adolescent and adult consumer shoppers. The verbatim transcriptions are then subjected to both manual and automated textual analysis to derive conceptual and thematic maps of each groups discussions in relation to impulse shopping.Findings – Consistent with recent neuropsychological literature on adolescents, the findings show clear differences between adolescents and adults in relation to impulse shopping. Significant differences were fo...

An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability

The management of a firms green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.

Examining the role of empathy on third-country nationals’ foreign product purchase behaviour: A study of the growing international boycott against Israel

Purpose As the Arab/Muslim-Israeli animosity case is attracting international attention, citizens of non-Arab and non-Muslim countries around the world, referred to as third-country nationals (TCNs), are increasingly joining the boycott against Israel. The purpose of this paper is to examine the role of empathy for the citizens of the countries offended by Israel, namely Palestine and Lebanon, as a potential factor affecting TCNs decision to boycott Israeli products. Design/methodology/approach In total, 20 in-depth interviews were conducted with non-Arab, non-Muslim, and non-Israeli informants from different national and religious backgrounds, supported by secondary data sources. The qualitative grounded theory approach was employed to analyse data in order to answer the research questions. Findings TCNs decision to boycott Israeli products is affected by their empathic concern for the citizens of Palestine and Lebanon rather than by animosity towards Israel. Such concern is evoked by their awareness of the animosity case and further strengthened by their self-transcendence/universalism values and interaction with the case which activate their altruism towards the citizens of the offended countries, and consequently motivates them to relieve or reduce the suffering of these citizens by avoiding Israeli products. Greater emphasis is given to the Arab/Muslim-Israeli animosity case as a result of the greater empathic emotional impact it generates compared to other cases. Originality/value This is an original attempt to distinguish empathy from animosity as a factor which can affect TCNs decision to buy from a country engaged in hostile actions against another country other than their own. As the boycott campaign against the country under examination is growing internationally, this study can help international marketers in setting strategies to either exploit or combat the boycott campaign.

Sustainability Living in a Carbon Priced Economy: Trade-Offs in Purchasing and Practices and Sustainability Guilt

Sustainable consumer behaviour is a complex and emergent concept, and involves progress toward creating a more sustainable society. Recent changes in government policy in Australia provide a new context for sustainability consumption. However, little research appears to address how consumers make decisions and carry out practices to realise their own sustainability values from day to day in the context of a society or economy publicly committed to sustainability via a carbon tax, which may also have the influence of not only changing social mores but also social norms regarding sustainability. This paper focuses on how sustainability concerned consumers make their contribution to sustainability living. It finds that consumers ‘trade off purchase and actions. This paper further uncovers how consumers are increasingly experiencing guilt in regard to their sustainable behaviour.