COMPARISON OF TWO TECHNIQUES TO PROMOTE RECYCLING: BLOCK LEADER VERSUS REWARD
GONZALO DÍAZ MENESES
ASUNCIÓN BEERLI PALACIO
AbstractThis work centers on the study of the recycling adoption making process due to the application of promotion techniques from a immediate perspective: 1) reward technique described as giving a gift to the participants in a promotion program within a lottery; and 2) commitment by block leader technique characterized by the agreeing subject signing a request or statement in which he/she promises to fulfill the conditions of the recycling thanks to the encouragement of a person who belongs to the same social circle. So, we carried out a quasi-experimental work whose results led us to explain the immediate response to these recycling promotion techniques. It contributes to the marketing literature in: 1) understanding the effects of these techniques on people's beliefs and attitudes; and 2) explaining the response to recycling promotion techniques. The practical implications that may stem from these contributions are of an educational nature and for public management of promotion campaigns.
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