Riparian corridors are often farmed or grazed because they are typically productive and offer a low cost water supply for livestock. These areas are also critical in terms of water quality, soil retention, and aquatic and terrestrial wildlife habitat. Conservation of riparian areas can be conflicting due to loss of productive land for other uses. Agroforestry riparian buffers planted with native fruit and nut trees could help integrate conservation and production in this valuable space by giving landowners the opportunity to provide beneficial environmental services, while enhancing their opportunities for revenue. In order to realize potential use of this type of system, it is important to understand how to communicate benefits and improve prediction of adoption. With this in mind, we conducted a mail survey of creek side owners within three Virginia subwatersheds to 1) create typologies of underlying groups of landowners in order to develop relevant communication strategies for native fruit and nut tree ripairan buffers and 2) test the Unified Theory of Acceptance and Use of Technology (UTAUT) singularly and with additional agroforestry concepts to predict intention to adopt native fruit and nut tree ripairan buffers. Three landowner types were identified within the larger population of creek owners and exhibit differences that merit tailored communication strategies. Both models predict a noteworthy amount of intention to plant native fruit and nut tree riparian buffers. However, when agroforestry measures were added they explained a notable portion of variance. / Master of Science

Human disturbance is a significant threat to shorebirds in North America. Disturbance can result in direct mortality or have long-term impacts on the survival of shorebirds. Land managers employ a variety of management techniques to minimize anthropogenic impacts on shorebirds, but because the Atlantic Flyway is ecologically and recreationally diverse, management can vary among sites. This thesis used social science methods to understand the extent to which human disturbance is managed and how human disturbance is managed. Specifically, we surveyed land managers and biologists in the U.S. and Canada portions of the Atlantic Flyway to examine potential disturbances, types of activities that are restricted, when restrictions occur, the perceived effectiveness of management techniques, public compliance with restrictions, and resource needs of managers. With the findings from this research, agencies and organizations that manage shorebirds can assess where to invest time, effort, and resources to reduce disturbance. We also used a survey of dog walkers to ascertain the benefits and constraints to leashing dogs near shorebirds because dog walking is one of the top-rated potential disturbances to shorebirds. Additionally, we sought to understand the personal and social norms related to dog walking and evaluated if a community-based social marketing (CBSM) approach would be enhanced by the addition of norms. Using a CBSM approach, we provided insights on strategies to promote voluntarily leashing of dogs near shorebirds. Through this thesis, we aimed to bridge the needs of people and the needs of shorebirds, in an effort to produce effective conservation outcomes. / Master of Science / Shorebird populations have declined in the past four decades. Declines are due in part to human use of coastal areas, which can result in harm to shorebirds. To reduce human impacts on shorebirds and help land managers make decisions about management, this thesis used social science methods. Using a survey of managers, we found that management primarily occurs during the spring and summer and is less frequently during the fall and winter. Of the human activities that could disturb shorebirds, walking dogs off leash is the most commonly regulated. But people are also least commonly compliant with these regulations. Managers believe that the best ways to reduce disturbance to shorebirds included fencing, informal outreach, and signage. More staff and volunteers are also needed to help reduce disturbance. In a subsequent survey of dog walkers, we learned why people leash (or do not leash) dogs near shorebirds. We found that people leash to protect shorebirds, keep dogs safe, control dogs, and keep dogs from bothering people. People choose not to leash because leashing prevents dogs from exercising and socializing, and people believe dogs respond to commands. People who leash dogs generally believe others expect them to leash their dogs near shorebirds. Knowing why people leash or do not leash can help predict leashing behavior and encourage dog walkers to voluntarily leash dogs near shorebirds. This thesis considers the needs of people and the needs of shorebirds as way to achieve effective conservation solutions.

<p>Kalmarhem AB har uppmärksammat att det existerar ett ohållbart beteendemönster bland hyresgästerna inom studentgruppen. För att kunna bryta detta mönster avser vi att genom denna uppsats  utreda vilka attityder och beteenden som existerar bland hyresgästerna samt ge förslag på förändringar som företaget kan genomföra för att skapa en positiv beteendeförändring.</p><p>Vi avser att lyfta fram vilka åtgärder som är mest lämpliga att använda av bostadsföretag för att motivera studenter till att agera mer miljömedvetet i hemmet. För att utveckla effektiva marknadsföringsåtgärder valde vi att utreda vilka attityder som råder och hur de förhåller sig till det aktuella beteendet.</p><p>Vi har använt oss av en abduktiv ansats där vi utgått  från vår fallstudie av Kalmarhem AB. Vi har använt oss av både kvalitativa och kvantitativa undersökningsmetoder i form av en enkätundersökning, fokusgrupper, panelintervjuer, en telefonintervju och en gruppintervju samt observation för att insamla nödvändig data.</p><p>För att erhålla större förståelse för ämnet presenterar vi i referensramen de olika teorier och begrepp som ligger till grund för vår uppsats. Vi presenterar även den forskningsmodell vi utgått från i våra empiriska undersökningar.</p><p>Vi kunde konstatera att problemet med bristfällig källsortering inte härstammar från negativa attityder gentemot miljöansvar, med andra ord såg vi ett svagt samband mellan beteende och attityd. Genom analys av empiriskt material kunde vi också dra slutsatsen att det finns ett missnöje och brist på förtroende för Kalmarhem, vilket leder till att studenterna har svårare att ta till sig av företagets budskap och information.</p> / <p>Kalmarhem AB has given attention to an unsustainable behaviour pattern among student tenants. In order to change this pattern we aim to throughout this essay investigate what attitudes and behaviours that exists among the tenants and in addition give suggestions for the company to perform in order to create a positive behavioural change.</p><p>We aim to emphasise the measures that are most suitable to use by housing corporations in order to motivate students to act more environmentally friendly in their house. To develop efficient marketing strategies we chose to investigate which attitudes that prevails and how they correlate to the actual behaviour.</p><p>We have used an abductive approach with a case study regarding Kalmarhem AB, as a starting point. We have used both qualitative and quantitative methods of investigation by means of an survey, focus groups, panel interviews, a phone interview a group interview and an observation to collect relevant data.<strong> </strong></p><p>In order to gain a greater understandning of the subject there is an introduction of different basic theories and concepts in the frame of references. We also introduce a research model which we has used as a basis for the empirical research.</p><p>We can conclude that the problem with insufficient recycling does not originate from negative atitudes towards environmental responsibility, in other words we did not see a strong correlation between behaviour and attitude. By means of analysis of empirical data collection we could also conclude that the students experience discontent and a lack of trust for Kalmarhem, which implies that the students are less likely to accept the company's message and information.</p>

Kalmarhem AB har uppmärksammat att det existerar ett ohållbart beteendemönster bland hyresgästerna inom studentgruppen. För att kunna bryta detta mönster avser vi att genom denna uppsats  utreda vilka attityder och beteenden som existerar bland hyresgästerna samt ge förslag på förändringar som företaget kan genomföra för att skapa en positiv beteendeförändring. Vi avser att lyfta fram vilka åtgärder som är mest lämpliga att använda av bostadsföretag för att motivera studenter till att agera mer miljömedvetet i hemmet. För att utveckla effektiva marknadsföringsåtgärder valde vi att utreda vilka attityder som råder och hur de förhåller sig till det aktuella beteendet. Vi har använt oss av en abduktiv ansats där vi utgått  från vår fallstudie av Kalmarhem AB. Vi har använt oss av både kvalitativa och kvantitativa undersökningsmetoder i form av en enkätundersökning, fokusgrupper, panelintervjuer, en telefonintervju och en gruppintervju samt observation för att insamla nödvändig data. För att erhålla större förståelse för ämnet presenterar vi i referensramen de olika teorier och begrepp som ligger till grund för vår uppsats. Vi presenterar även den forskningsmodell vi utgått från i våra empiriska undersökningar. Vi kunde konstatera att problemet med bristfällig källsortering inte härstammar från negativa attityder gentemot miljöansvar, med andra ord såg vi ett svagt samband mellan beteende och attityd. Genom analys av empiriskt material kunde vi också dra slutsatsen att det finns ett missnöje och brist på förtroende för Kalmarhem, vilket leder till att studenterna har svårare att ta till sig av företagets budskap och information. / Kalmarhem AB has given attention to an unsustainable behaviour pattern among student tenants. In order to change this pattern we aim to throughout this essay investigate what attitudes and behaviours that exists among the tenants and in addition give suggestions for the company to perform in order to create a positive behavioural change. We aim to emphasise the measures that are most suitable to use by housing corporations in order to motivate students to act more environmentally friendly in their house. To develop efficient marketing strategies we chose to investigate which attitudes that prevails and how they correlate to the actual behaviour. We have used an abductive approach with a case study regarding Kalmarhem AB, as a starting point. We have used both qualitative and quantitative methods of investigation by means of an survey, focus groups, panel interviews, a phone interview a group interview and an observation to collect relevant data. In order to gain a greater understandning of the subject there is an introduction of different basic theories and concepts in the frame of references. We also introduce a research model which we has used as a basis for the empirical research. We can conclude that the problem with insufficient recycling does not originate from negative atitudes towards environmental responsibility, in other words we did not see a strong correlation between behaviour and attitude. By means of analysis of empirical data collection we could also conclude that the students experience discontent and a lack of trust for Kalmarhem, which implies that the students are less likely to accept the company's message and information.

Tourism and food are two sectors that have major impact on the environment, including the amount of global greenhouse gases (GHGs) they emit. The potential of the tourism sector to mitigate greenhouse gases through adaptation strategies of food supply and consumption at breakfast buffets in hotels is the major field of investigation in the current study.   This thesis contributes an empirical analysis that uses knowledge from fieldwork in a touristic area in Sweden. The empirical work of this study consists of two steps. First, measuring the (un)sustainability of breakfast buffets in hotels, using the FOODSCALE method, determining potential pathways toward a less greenhouse gas emission intensive food supply and second, to distinguish tourist interest to adopt toward a more climate friendly diet away from home. As food consumption patterns of tourists are considered as critical contributors to greenhouse gas emissions, changes toward a more environmental friendly diet are urgently needed helping substantially in mitigating emissions of GHGs. However, this field has been sparsely explored which made it an interesting and important area for current research in tourism studies.  The results and analysis showed that sustainable food consumption patterns of tourists can be encouraged through breakfast buffets. However, this is depending on a couple of determinants which have to be applied and fulfilled by breakfast buffets in hotels. Tourists interest to adapt toward a more climate friendly diet while being on holidays is depending on their eating habits and their interest in environmental sustainability issues. With the help of the 3 identified guest groups it can be determined that the majority of tourists' is willing to give up carbon-intensive eating habits and change their behavior when being on holidays. Hotels can act as role models, promoting more sustainable behaviour through sustainable food offers at breakfast buffets. The idea of hotels acting as role models focuses on encouraging beneficial decision-making, such as adopting food consumption patterns toward a carbon-neutral diet.

A few scholars have argued that the Internet is a valuable channel for social marketing, and that practitioners need to rethink how they engage with target audiences online. However, there is little evidence that online social marketing interventions can significantly influence behaviours, while there are few evidence-based guidelines to aid online intervention design. This thesis assesses the efficacy of online interventions suitable for social marketing applications, presents a model to integrate behavioural change research, and examines psychological principles that may aid the design of online behavioural change interventions.The primary research project used meta-analytical techniques to assess the impact of interventions targeting voluntary behaviours, and examined psychological design and adherence correlations. The study found that many online interventions demonstrated the capacity to help people achieve voluntary lifestyle changes. Compared to waitlist control conditions, the interventions demonstrated advantages, while compared to print materials they offered similar impacts, but with the advantages of lower costs and broader reach. A secondary research project surveyed users across an international public mobilization campaign and used structural equation modelling to assess the relationships between website credibility, active trust, and behavioural impacts. This study found that website credibility and active trust were factors in behavioural influence, while active trust mediated the effects of website credibility on behaviour. The two research projects demonstrated that online interventions can influence an individual’s offline behaviours. Effective interventions were primarily goal-orientated: they informed people about the consequences of their behaviour, encouraged them to set goals, offered skills-building support, and tracked their progress. People who received more exposure to interventions generally achieved greater behavioural outcomes. Many of these interventions could be incorporated into social marketing campaigns, and offer individually tailored support capable of scaling to massive public audiences. Communication theory was used to harmonize influence taxonomies and techniques; this proved to be an effective way to organize a diversity of persuasion, therapy, and behavioural change research. Additionally, website credibility and users’ active trust could offer a way to mitigate the negative impacts of online risks and competition.

Problemas sociais complexos possuem causas profundas e relações intrincadas de causalidade. Eles surgem na intersecção das diversas esferas que fazem parte da vida moderna: física, biológica, cultural, política, social, econômica, tecnológica e ambiental. Além disso, desafiam as capacidades cognitivas limitadas dos seres humanos, pois atrasos, não-linearidades, resistência a políticas e complexas interações entre as diferentes partes de um sistema produzem consequências não previstas e padrões de comportamentos sistêmicos que são difíceis de antecipar. Por sua vez, incentivados pelo foco de curto prazo do sistema político, gestores públicos tendem a atuar sobre as partes mais visíveis dos problemas, que frequentemente não são suas causas, mas seus sintomas. As políticas que são geradas com frequência levam à piora dos problemas no longo prazo. O aprendizado em sistemas complexos, por outro lado, é prejudicado porque o feedback das políticas é tipicamente opaco e sujeito a distorções. Esta tese busca inspiração nas ciências da complexidade, no campo da dinâmica de sistemas, no marketing social e em campos do conhecimento relacionados para tratar da questão do desenvolvimento humano. Inicialmente são discutidas as características dos problemas sociais complexos, argumentando-se que disciplinas como o marketing social, baseadas em modelos mentais (mindware) individualistas, são inadequadas para lidar com esse tipo de problema. Defende-se a necessidade de um novo campo interdisciplinar (gestão de problemas sociais complexos), capaz de lidar com os desafios das sociedades modernas. Em particular, foca-se na replicação intergeracional do baixo desenvolvimento humano, discutindo-se os conceitos de pobreza, bem-estar e desenvolvimento humano, bem como as condições que favorecem o desenvolvimento de mecanismos psicobiológicos essenciais nos primeiros anos de vida. A discussão abrange os ecossistemas sociais que limitam as oportunidades para os pobres e reforçam estruturas viciadas que produzem stress tóxico e uma baixa atenção ao capital humano. Na tese, um diagrama de malhas causais identifica as malhas de feedback que explicam a persistência do fenômeno. Com base na discussão nos três primeiros capítulos, apresentam-se três modelos de dinâmicas de sistemas nos capítulos seguintes, cada qual abordando um aspecto do problema. O primeiro modelo, chamado de modelo Caped, enfatiza as capacidades essenciais de pais e crianças, bem como as demandas do ambiente social que exaurem os recursos psicológicos dos pais. O segundo modelo amplia o escopo do primeiro e foca na explicação dos mecanismos pelos quais sociedades dominadas pela caça à renda (rent-seeking) e por instituições extrativas (em particular, o Brasil) produzem ecossistemas sociais viciados. Identifica-se o que parece ser um mecanismo central, o controle de narrativas (mindware). O terceiro modelo trata de mudança social em geral e objetiva descrever os canais e condições pelos quais ela ocorre. O modelo complementa os capítulos anteriores ao identificar como uma profunda mudança social objetivando a promoção do desenvolvimento humano poderia ocorrer. A tese contribui com o estudo do desenvolvimento humano por meio do emprego de um método que é talhado para modelar problemas sociais complexos. Ao identificar malhas críticas de feedback e processos essenciais nos níveis micro e macro, apresentam-se modelos integrativos que complementam as pesquisas feitas sobre o tema. Sob uma perspectiva prática, os modelos podem auxiliar no desenho de melhores políticas públicas e no desenho de modelos mentais (mindware) adequados para a discussão do desenvolvimento humano. / Complex social problems have multilevel roots and intricate webs of causation. They arise at the intersection of several of the spheres that comprise modern life: the physical, biological, cultural, political, social, economic, technological and environmental. They challenge the limited cognitive capacities of human beings, as delays, nonlinearities, policy resistance and complex interactions between the different parts of a system produce unforeseen consequences and patterns of systemic behaviors that are difficult to anticipate. Incentivized by the short-term focus of the political system, policy makers tend to act on the most visible parts of problems, which are often not causes but symptoms. They produce policies that often lead to worse conditions over time. Learning in complex systems, on the other hand, is hindered, because feedback from policies is typically opaque and amenable to distortion. This study draws on the complexity sciences, system dynamics, social marketing and related fields to address the issue of human development. We first explore the characteristics of complex social problems, showing that disciplines such as social marketing, based on individualistic mindware, are ill equipped to address them. The dissertation defends the need for a new interdisciplinary field (complex social problems management) capable of dealing with the challenging social problems of our times. In particular, we focus on the replication of low human development across generations, discussing the concepts of poverty, well-being and human development as well as the conditions that foster the development of essential psychobiological mechanisms in the first years of life. The discussion encompasses the social ecosystems that constrain opportunities for the poor and reinforce detrimental structures that produce toxic stress and low attention to human capital. A broad causal loop diagram summarizes the feedback loops that explain the persistence of this phenomenon. Based on the discussion in the first three chapters, we present three system dynamics models in the subsequent chapters, each one addressing an aspect of the problem. The first model, which we call the Caped model, focuses on parents\' and children\'s essential capabilities and on the social environmental demands that deplete parents\' psychological resources. The second model broadens the scope of the first and focuses on explaining why societies (in particular, Brazil) that are dominated by rent-seeking and extractive institutions produce detrimental social ecosystems. We uncover what seems to be a central mechanism, which is narrative (mindware) control. The third model deals with social change in general, and it aims to describe the channels and conditions by which that change occurs. It complements the analysis in the preceding chapters by identifying how a deep societal change toward the promotion of human development can occur. This dissertation contributes to the study of human development by employing a method that is suitable for modeling complex social problems. By identifying critical feedback loops and essential processes at the micro and macro levels, it provides integrative frameworks that complement research already conducted on the subject. From a practical perspective, the models can orient the design of better public policies and the design of adequate mindware for the discussion of human development.

Made available in DSpace on 2015-03-05T17:55:10Z (GMT). No. of bitstreams: 0 Previous issue date: 16 / Nenhuma / A tese trata das questões enfrentadas pela Rede Globo na construção dos conteúdos de cidadania, como eles estão representados na programação da emissora. O foco da análise são os objetivos que a emissora quer alcançar, quando insere as temas sociais por meio de ações de marketing ou merchandising social, nos quais a temática dos direitos, dos deveres para com o próximo, com o meio ambiente, com a diversidade, com o respeito às diferenças e às individualidades, está presente. O tratamento dado a essas questões, por parte da mídia, é de ordem específica. A televisão, lócus escolhido para esta pesquisa, tem um lugar concreto, a programação, a qual expõe e dispõe não só sua concepção, mas também seu poder de imposição de uma dada ordem social e política e de certo tipo de ser e de agir. A televisão elabora, legitimiza e institui, por meio de tratamentos específicos ao campo das mídias e dos conteúdos de cada programa que vai ao ar, o modelo de sociedade e de homem que deseja construir ou impor. A pesquisa desenvo / The thesis addresses questions raised about the rights of citizens as represented in programming by the Rede Globo network. The analysis focuses on some of the objectives the network desires to achieve as it inserts certain social themes into its marketing and merchandising messages, such as legal rights, ecology, diversity, differences and individuality. These questions are examined in a specific manner. The focus chosen for this study puts on display how television programming utilizes its own conception of social order and of politics and also how it makes use of its power to impose a particular viewpoint regarding being and behavior. Television elaborates, legitimizes and institutionalizes a restrictive model of society and humankind that it desires to build up through operations in the media field and by the contents of each program it broadcasts. The Rede Globo network pursues certain strategies in an attempt to maintain market share, keeping itself close aligned to audience ratings. Their actions inclu

Physical inactivity is one of the major public health problems of the 21st Century. In England it is reported that two thirds of adults ( > 16 yr) and one third of children ( < 16 yr) do not do sufficient physical activity to gain the health benefits that leading a physically active lifestyle has to offer. The benefits of physical activity and dangers of a sedentary lifestyle to health outcomes are well documented and numerous studies have investigated physical activity participation. Indeed, many interventions have been trialled to increase engagement in physical activity; however results are weak and generally do not correlate to sustained physical activity participation. Furthermore, much debate exists on how best to encourage both children and adults alike to engage in sufficient physical activity to maintain a healthy lifestyle. The purpose of this research was to address this important research gap and to assess the physical activity levels and other factors for promoting engagement in physical activity of school aged children in Devon aged 7-15 years in order to assess the feasibility of using social marketing within the school setting to increase sustained physical activity participation. A mixed methods approach was adopted to gather data and consisted of both quantitative and qualitative methods, in two phases. The initial phase was quantitative in nature and utilised a self-report survey based on the theory of planned behaviour (TPB) (Azjen, 1991) and social cognitive theory (SCT) (Bandura, 1977) to measure the participants’ physical activity levels; it also measured their beliefs and attitudes, subjective norms, perceived behavioural control and self-efficacy pertaining to physical activity participation. The second phase utilised qualitative methods adopting the socio-ecological model (McLeroy et al., 1988) to identify opportunities to promote participation in physical activity in recognising the multiple factors (individual, social environment, physical environment and policy) that influence an individual’s behaviour. This phase consisted of a series of interviews with the students, teachers and head-teachers to enable the researcher to gain in depth information into physical activity patterns and beliefs. During phase two, ethnographic research was also conducted across a number of schools in Devon to complement and enhance the data collected in the survey. The results revealed that of the 1124 participants (‘students’) surveyed, 48% were not sufficiently active to meet the government guidelines. Males were 30% more active than females. Physical activity decreased with age (e.g. 15 yr olds on average taking part in 3 hours less activity than 7 yr olds). Lifestyle/recreational activities were the most regularly participated activities (e.g. walking – 52%, running – 31%, football – 29%, outdoor play – 28%). Moreover, attitudes, subjective norms and perceptions of behavioural control affected physical activity participation both in and out of the school setting. Self-efficacy also played a role in physical activity participation. The results of the thesis show that interview and ethnographic data produced a rich source of evidence. Physical activity provision within schools played a major role in students’ physical activity. Overwhelmingly the qualitative data revealed that students want greater choice in the physical activities they participate in and suggest that the focus of PE lessons should be on having fun and enjoyment rather than skills and rules. Transition from primary to secondary school affected physical activity participation and therefore experiences in schools, may affect children’s general views on physical activity which it is suggested may impact on physical activity participation beyond the school gates and also in adulthood. This thesis provides substantial evidence to support the link between the school environment and participation in physical activity in children and adolescents. More specifically it highlights a need to incorporate a ‘whole school approach’ to physical activity participation. This research has demonstrated that there is an urgent need to combine theory based physical activity research in schools with that of social marketing. Physical activity researchers and social marketers should combine their knowledge to bring together social marketing campaigns within schools to enhance the health and wellbeing of the whole school environment for both staff and students. An innovative school based social marketing campaign should encourage physical activity both within and outside the school environment and lead to sustained levels of physical activity participation across the life stages.

The thesis focuses on the segmentation of seniors in their approach to a healthy lifestyle and subsequent application of marketing tools in order to improve this approach of the selected segment. The theoretical part consists of a situation analysis explaining relations among population ageing, health care expenditures, employment and health condition of the population and then mapping of important areas such as quality of life of seniors, their healthy lifestyle and marketing methods associated with these areas. The practical part starts with the segmentation of seniors based on extensive database of the MML - TGI research and using analytical software Data Analyzer both provided by research agency Median. One of created segments is then chosen according to its possibilities of a behavioral change related to healthy lifestyle. The thesis is concluded with a design of a new public health brand and associated campaign both designed in order to appeal to selected segment according to principles of public health branding.