EFFECT OF SOCIAL MARKETING ON SUSTAINABLE BEHAVIOUR TOWARDS HOUSEHOLD WASTE DISPOSAL IN LAGOS STATE, NIGERIA

Abstract

The study seeks to determine the influence of social marketing on sustainable behaviour in the area of household waste disposal in Lagos State, Nigeria. This study focuses on four dimensions of social marketing namely: social product, social price, social promotions and social place. Descriptive research design was employed using cross-sectional survey methods for data collection. Three hundred and ninety one (391) respondents were used for the study. Four research questions were raised and answered through corresponding hypotheses. Data were analyzed using descriptive and inferential statistics. Findings indicated a convincing relationship between sustainable behaviour and social marketing particularly the elements of price and place; and by extension, implications for improvement is that decrease in price associated with waste disposal billings might cause individual household to dispose waste appropriately and more importantly regular maintenance of waste collection site in other to discourage road side waste disposal.

Keywords

• social marketing, social product, social price, social promotions, social place, sustainable behaviour.