Manika, Danae, Gregory-Smith, Diana, Wells, Victoria orcid.org/0000-0003-1253-7297 et al. (1 more author) (2019) ‘Student Switch Off!’:How do university students respond to a corporate-sponsored pro-environmental social marketing campaign? Studies in Higher Education. pp. 1691-1706. ISSN 0307-5079
Abstract
Sponsorship in pro-environmental social marketing campaigns has received limited academic attention within a higher education (HEI) context. This study examines how multi-level variables, i.e. individual (general environmental attitudes), organisational (scepticism toward the HEI’s environmental corporate social responsibility (CSR) initiatives; perceived HEI behaviour) and campaign-related (attitudes toward the advertisement; attitudes toward the corporate sponsor) factors, influence university students’ environmental intentions in response to a corporate-sponsored environmental initiative; using mixed methods (231 surveys and 40 interviews). Questionnaires revealed that scepticism toward the HEI’s CSR initiatives led to less positive perceptions of the HEI’s environmental behaviour, which decreased positive attitudes toward the advertisement and environmental intentions. Interviews revealed that the corporate sponsor seemed to motivate environmental behavioural intentions due to product discounts related to the sponsorship. Thus, a corporate sponsor may have confounding effects on pro-environmental behaviour campaigns. This has implications for the use of sponsorship in environmental social marketing campaigns.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2018 Society for Research into Higher Education. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details |
Keywords: | Corporate social responsibility,environmental attitudes,perceived higher education institution behaviour,scepticism,sponsored environmental campaign |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 08 May 2018 15:10 |
Last Modified: | 21 Jan 2025 17:33 |
Published Version: | https://doi.org/10.1080/03075079.2018.1474456 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1080/03075079.2018.1474456 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:130573 |
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Filename: SwitchOff_FINAL_ACCEPTED_May_2018.docx
Description: SwitchOff_FINAL ACCEPTED May 2018