Abstract
The decisional balance scale (DBS) has been applied extensively in treating addictive behaviors and in social marketing; so far it has not been applied widely in environmental contexts. The purpose of this paper is to summarize scale development procedures to generate and test generic, economic, and specific items applicable to pro-environmental behaviors.
The elicitation process included a largely qualitative Internet survey with 342 respondents in the US and UK. This was followed by scale testing with a US sample of 779, then main surveys in the US, UK, and Australia involving 7,618 respondents. High levels of reliability are demonstrated within the generic, economic, and most of the behavior-specific scales. Explanatory power varied across behaviors, those with a spatial dimension gaining most from addition of the behavior-specific scales.
Examples of mapping the DBS elements onto stages of change in sustainable behavior change are provided, demonstrating DBS shifts at specific awareness, concern, intention, action, and relapse transition points. These analyses provide valuable diagnostics for researchers, managers, and policy makers, as well as suggesting themes for communicating sustainability for different behaviors and under different conditions of awareness and adoption
The elicitation process included a largely qualitative Internet survey with 342 respondents in the US and UK. This was followed by scale testing with a US sample of 779, then main surveys in the US, UK, and Australia involving 7,618 respondents. High levels of reliability are demonstrated within the generic, economic, and most of the behavior-specific scales. Explanatory power varied across behaviors, those with a spatial dimension gaining most from addition of the behavior-specific scales.
Examples of mapping the DBS elements onto stages of change in sustainable behavior change are provided, demonstrating DBS shifts at specific awareness, concern, intention, action, and relapse transition points. These analyses provide valuable diagnostics for researchers, managers, and policy makers, as well as suggesting themes for communicating sustainability for different behaviors and under different conditions of awareness and adoption
| Original language | English |
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| Title of host publication | Ideas in Marketing: Finding the New and Polishing the Old |
| Publisher | Springer Nature |
| DOIs | |
| Publication status | Published - 2015 |
| Event | Academy of Marketing Science Annual Conference - Monterey, CA Duration: 14 May 2013 → 18 May 2013 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science (DMSPAMS) |
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| Publisher | Springer |
Conference
| Conference | Academy of Marketing Science Annual Conference |
|---|---|
| City | Monterey, CA |
| Period | 14/05/13 → 18/05/13 |
Keywords
- Sustainability, TTM, Decisional Balance Scale, Social Marketing
