Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, Lukas Parker, Professor of Communication, School of Media and Communication, David Micallef, Senior Lecturer in Public Relations, School of Media and Communication, RMIT University, Australia and Nguyen Luu, Lecturer in Marketing and Management, Graduate School, British University Vietnam, Vietnam

‘Social Marketing and Behaviour Change is an essential book for anyone interested in understanding or applying Social Marketing. The new edition of this comprehensive and authoritative book includes a wealth of new material. The book is one of the best available for students and practitioners due to its comprehensive exploration and explanation of both the theoretical and practical dimensions of good practice in social marketing.’

• ContentsPreface xIntroduction: Theories and their uses in social marketing 11 Rational and economic models (cognitive models) 17Case study: Using the Elaboration Likelihood Model topromote anti-littering behaviour in Vietnam: Green Turtle Hero 30Nhat Tram Phan-Le, Nhan Nguyen, Linda Brennan andLukas Parker2 Behavioural models (conative models) 45Case study: Health behaviour change using Health ActionProcess Approach (HAPA) 65Joy Parkinson, Nicole McDonald, Stephanie Moriarty,Haruka Fujihira, Debra Anderson, Charrlotte Seib, TomHannon and Kyra Hamilton3 Emotional models (affective models) 79Case study: Blurred Minds – immersing students to changethe way adolescents think about alcohol, vaping, and drugs 112Nhat Tram Phan-Le and Sharyn Rundle-Thiele4 Multi-theory models 136Case study: Co-designing with adolescents to create deliciousmeals from leftover ingredients 147Eva L Jenkins, Linda Brennan and Tracy A McCaffrey5 Macro-social change models in social marketing 164Case study: Partnering for change: the importance ofstakeholder collaboration to reduce household food waste 197Eva L Jenkins, Linda Brennan and Lukas Parker6 Consumer behaviour theories 218Case study: Using VR to enable individuals and communitiesto take actions that save their lives during bush fire – a VeryReal Experience 253Nhat Tram Phan-Le, Lynn Poole and Linda Brennan7 Capabilities models 282Case study: A mixed-methods application of the COM-B Model 307Taylor Willmott8 Participatory models 325Case study: Working cooperatively with men – co-design toempower and enhance accountability 338Glen Donnar, Lukas Parker, Linda Brennan and John Dingeldei9 Social models 357Case study: Social conformity and preventive behavioursduring the COVID-19 pandemic: a case study from Australia 378Joan Carlini and Marie-Louise Fry10 Systems and services models 402Case study: Healthy Eats – a socio-ecological approach toincreasing fruit and vegetable consumption among primaryschool children 422Sebastian Isbanner, Julia Carins and Sharyn Rundle-Thiele11 Strategic planning models 44012 Social marketing and behaviour change: where to from here? 478Appendix 483

Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, Lukas Parker, Professor of Communication, School of Media and Communication, David Micallef, Senior Lecturer in Public Relations, School of Media and Communication, RMIT University, Australia and Nguyen Luu, Lecturer in Marketing and Management, Graduate School, British University Vietnam, Vietnam

‘Social Marketing and Behaviour Change is an essential book for anyone interested in understanding or applying Social Marketing. The new edition of this comprehensive and authoritative book includes a wealth of new material. The book is one of the best available for students and practitioners due to its comprehensive exploration and explanation of both the theoretical and practical dimensions of good practice in social marketing.’

• ContentsPreface xIntroduction: Theories and their uses in social marketing 11 Rational and economic models (cognitive models) 17Case study: Using the Elaboration Likelihood Model topromote anti-littering behaviour in Vietnam: Green Turtle Hero 30Nhat Tram Phan-Le, Nhan Nguyen, Linda Brennan andLukas Parker2 Behavioural models (conative models) 45Case study: Health behaviour change using Health ActionProcess Approach (HAPA) 65Joy Parkinson, Nicole McDonald, Stephanie Moriarty,Haruka Fujihira, Debra Anderson, Charrlotte Seib, TomHannon and Kyra Hamilton3 Emotional models (affective models) 79Case study: Blurred Minds – immersing students to changethe way adolescents think about alcohol, vaping, and drugs 112Nhat Tram Phan-Le and Sharyn Rundle-Thiele4 Multi-theory models 136Case study: Co-designing with adolescents to create deliciousmeals from leftover ingredients 147Eva L Jenkins, Linda Brennan and Tracy A McCaffrey5 Macro-social change models in social marketing 164Case study: Partnering for change: the importance ofstakeholder collaboration to reduce household food waste 197Eva L Jenkins, Linda Brennan and Lukas Parker6 Consumer behaviour theories 218Case study: Using VR to enable individuals and communitiesto take actions that save their lives during bush fire – a VeryReal Experience 253Nhat Tram Phan-Le, Lynn Poole and Linda Brennan7 Capabilities models 282Case study: A mixed-methods application of the COM-B Model 307Taylor Willmott8 Participatory models 325Case study: Working cooperatively with men – co-design toempower and enhance accountability 338Glen Donnar, Lukas Parker, Linda Brennan and John Dingeldei9 Social models 357Case study: Social conformity and preventive behavioursduring the COVID-19 pandemic: a case study from Australia 378Joan Carlini and Marie-Louise Fry10 Systems and services models 402Case study: Healthy Eats – a socio-ecological approach toincreasing fruit and vegetable consumption among primaryschool children 422Sebastian Isbanner, Julia Carins and Sharyn Rundle-Thiele11 Strategic planning models 44012 Social marketing and behaviour change: where to from here? 478Appendix 483

Linda Brennan, Emeritus Professor of Advertising, School of Media and Communication, Lukas Parker, Professor of Communication, School of Media and Communication, David Micallef, Senior Lecturer in Public Relations, School of Media and Communication, RMIT University, Australia and Nguyen Luu, Lecturer in Marketing and Management, Graduate School, British University Vietnam, Vietnam

‘Social Marketing and Behaviour Change is an essential book for anyone interested in understanding or applying Social Marketing. The new edition of this comprehensive and authoritative book includes a wealth of new material. The book is one of the best available for students and practitioners due to its comprehensive exploration and explanation of both the theoretical and practical dimensions of good practice in social marketing.’

• ContentsPreface xIntroduction: Theories and their uses in social marketing 11 Rational and economic models (cognitive models) 17Case study: Using the Elaboration Likelihood Model topromote anti-littering behaviour in Vietnam: Green Turtle Hero 30Nhat Tram Phan-Le, Nhan Nguyen, Linda Brennan andLukas Parker2 Behavioural models (conative models) 45Case study: Health behaviour change using Health ActionProcess Approach (HAPA) 65Joy Parkinson, Nicole McDonald, Stephanie Moriarty,Haruka Fujihira, Debra Anderson, Charrlotte Seib, TomHannon and Kyra Hamilton3 Emotional models (affective models) 79Case study: Blurred Minds – immersing students to changethe way adolescents think about alcohol, vaping, and drugs 112Nhat Tram Phan-Le and Sharyn Rundle-Thiele4 Multi-theory models 136Case study: Co-designing with adolescents to create deliciousmeals from leftover ingredients 147Eva L Jenkins, Linda Brennan and Tracy A McCaffrey5 Macro-social change models in social marketing 164Case study: Partnering for change: the importance ofstakeholder collaboration to reduce household food waste 197Eva L Jenkins, Linda Brennan and Lukas Parker6 Consumer behaviour theories 218Case study: Using VR to enable individuals and communitiesto take actions that save their lives during bush fire – a VeryReal Experience 253Nhat Tram Phan-Le, Lynn Poole and Linda Brennan7 Capabilities models 282Case study: A mixed-methods application of the COM-B Model 307Taylor Willmott8 Participatory models 325Case study: Working cooperatively with men – co-design toempower and enhance accountability 338Glen Donnar, Lukas Parker, Linda Brennan and John Dingeldei9 Social models 357Case study: Social conformity and preventive behavioursduring the COVID-19 pandemic: a case study from Australia 378Joan Carlini and Marie-Louise Fry10 Systems and services models 402Case study: Healthy Eats – a socio-ecological approach toincreasing fruit and vegetable consumption among primaryschool children 422Sebastian Isbanner, Julia Carins and Sharyn Rundle-Thiele11 Strategic planning models 44012 Social marketing and behaviour change: where to from here? 478Appendix 483