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Community-based social marketing in a recycling intervention with tailgaters (2015)

This study explored the effect of a community-based social marketing campaign on the recycling behaviors of tailgaters at a college football game. In this case, there were no recycling opportunities in the main parking areas, nor in the stadium. In spaces surrounding the stadium (e.g. public parks and streets) there were also no recycling options. At this university, for various reasons, the tailgater population is relatively consistent from event to event and season to season.

The baseline recyclable material collection was established at .13 pounds per person and the final collection yielded .45 pounds per person, representing an increase in overall recycling after the social marketing campaign ('the intervention'). Those who participated in the intervention reported higher recycling rates than those who did not participate. The intervention was also successful in increasing recycling knowledge among participants.

CITE: Martin, N. T., Ross, S. R., & Irwin, R. L. (2015). Utilizing community-based social marketing in a recycling intervention with tailgaters. Journal of Intercollegiate Sport, 8, 57–81.


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