Developing a Local Behaviour Change Intervention for Increased Biowaste Sorting: A Social Marketing Formative Study

Purpose: This paper aims to describe a case study of a formative study for the development of a social marketing campaign for increased biowaste sorting. In following the social marketing principles, it provides insights for practitioners willing to implement behaviour change interventions. Design/methodology/approach: The case study describes the scoping review, expert interviews, online survey and focus groups, which were integrated to comprehend the specificities of biowaste sorting in the South Suburbs of Athens. This mixed-method research design enabled a comprehensive understanding of biowaste sorting practices that would not have been attainable through a single method. Findings: This study found that the “descriptive norm” and “perceived controllability” significantly influenced biowaste sorting. Differential challenges of at-home and out-of-home sorting were also identified. The demand for more information was also highlighted. The tailored intervention comprises of a mix of behavioural modelling, persuasive communication, education and enablement. Originality/value: By concretely showcasing how the integration of multiple research methods through the application of social marketing principles can guide the design of a tailored behaviour change intervention, this paper offers an outline for informed decision-making and strategic planning in the realm of (environmental) behaviour change.