Understanding the Australian environmental volunteering market: A basis for behavioural change and a sustainable future

Randle, M and Dolnicar, S. (2009) Understanding the Australian environmental volunteering market: A basis for behavioural change and a sustainable future. Australasian Marketing Journal, 17 4: 192-203. doi:10.1016/j.ausmj.2009.06.001


Author Randle, M
Dolnicar, S.
Title Understanding the Australian environmental volunteering market: A basis for behavioural change and a sustainable future
Journal name Australasian Marketing Journal
ISSN 1441-3582
1839-3349
Publication date 2009
Year available 2009
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2009.06.001
Volume 17
Issue 4
Start page 192
End page 203
Total pages 12
Place of publication Oxford, United Kingdom
Publisher Elsevier
Collection year 2010
Language eng
Formatted abstract
The world is facing an environmental crisis. Long-term environmental sustainability requires social change: individuals need to take personal responsibility for the environment and change their behaviour. Environmental volunteering organisations play a key role in this process: they create opportunities for individuals to improve their natural environment, they facilitate behavioural change. Successful facilitation of behavioural change requires in-depth understanding of the environmental volunteering market to identify those individuals most likely to volunteer, compete successfully and create targeted, motivating marketing campaigns. The present study (1) assesses the usefulness of a novel method (PBMS) to explore volunteering markets, and (2) provides insight into the Australian environmental volunteering market structure. Results indicate PBMS analysis provides unique insights into the volunteering market with respect to image, competition and suitable market segments. The environmental volunteering organisation considered in this study, Bushcare, is perceived as "outdoorsy", "Aussie" and "supporting local community" and competes primarily with Surf Life Saving and the Rural Fire Service for volunteers
Keyword Competition
Environmental volunteering
Market structure analysis
Segmentation
Social marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 6 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Mon, 08 Apr 2013, 16:24:57 EST by Dr Kayleen Campbell on behalf of School of Tourism