Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana

Abstract

The study sought to examine how a behavioral change theory (theory of planned behavior) could be used in social marketing to predict households’ waste disposal behavior in Ghana. A quantitative approach using self-administered questionnaires was used for this study. Empirical data was drawn from 343 respondents in the Greater Accra Region. Structural Equation Modelling was used to analyze the hypothesized paths/relationships. The study found that attitude was the strongest predictor of behavior, followed by subjective norm and then intention. In relation to waste disposal behavior, this paper provides evidence for issues of potential research and managerial interest. Practically, the study findings will help social marketing implementers and policy-makers to develop effective waste disposal intervention programs using variables that are applicable in our context. This study appears to be the first to systematically and quantitatively apply the Theory of Planned Behavior (TPB) in social marketing to investigate waste disposal behavior in an emerging economy context, thus providing empirical evidence for academics, practitioners and public service practises.