Investigating the relevance of the traditional marketing mix across different stages of change: empirical evidence from household recycling

Purpose: This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach: This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings: The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value: Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.