Transitioning “Upward” When “Downstream” Efforts Are Insufficient

Abstract

This article presents the results of a social marketing campaign to encourage individuals to compost at a university dining facility. Downstream efforts were less effective than desired in changing behavior and instead, changes to patron’s environmental surroundings were instituted, leading to greater impacts. Patrons were first surveyed on their knowledge, attitudes, and stated behaviors and barriers. Cluster analysis revealed three distinct types of composters: “engaged,” “needing assistance,” and “uninterested.” Subsequent interventions were developed, primarily targeting the cluster, needing assistance. Downstream efforts to reach individuals such as modeling the desired behavior and educational interventions were not significantly beneficial. While education showed some encouraging results, a potential diminishing effect overtime was observed. Efforts to change the patrons’ environment were then implemented with changes to the systems of the facility, an individual to ask patrons to compost. A significant increase in behavior was observed. Return on investment and increased public relations were used to leverage this institutional change. Additionally, this campaign created opportunities for securing grants to improve technological infrastructure, further encouraging behavior through additional environmental changes aiming to alleviate barriers of inconvenience. Recommendations for similar campaigns aiming to transition “upward” are provided.