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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
Amalia E. Maulana (Bina Nusantara University)
저널정보
사람과세계경영학회 Global Business and Finance Review Global Business and Finance Review Vol.26 No.4
발행연도
2021.12
수록면
14 - 29 (16page)

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Purpose: This study aims to uncover the behavioral segmentation variables that differentiate the problems relating to adoption barriers to fish in-home consumption, which can be used when designing an effective and efficient community education program. Design/methodology/approach: The study uses an ethnographic approach with various data collection methods, including expert interviews and focus group discussions with both businesses and government institutions in the fisheries domain, direct observation of Gemarikan (Social Activities for promoting fish consumption) and in-depth interviews with program targets. The results of each method of data collection are discussed in this study. Findings: The study provides evidence that a one-size-fits-all education program is not a solution as not all consumers need to be educated in the same way, by using the social behavior change communication (SBCC) framework to understand the program’s effectiveness. The study focuses on behavior-based segmentation variables by grouping consumers according to a more homogeneous categorization in terms of problems or consumer needs. The results revealed two characteristic consumer variables that influence the likelihood of someone eating fish at home: (1) childhood experiences and (2) cooking skills. These two variables are linked to a previously discovered behavior-based variable: tier-based adoption barriers in the consumer journey. Using these three variables, an integrative typology of consumers was systematically created. Research limitations/implications: The study provides a newly designed integrative typology of consumers that could be used to overcome adoption barriers to fish in-home consumption in various locations. Previous studies have focused on demographic variables, but the use of behavior-based segmentation as the basis of categorization is more relevant to resolve the issues. Originality/value: With this integrative consumer typology, it will be easier for designers of fish consumption education campaigns to identify problems in the target segment and create more contextual activities. To avoid ineffectiveness and inefficiencies, educators need to ensure that resources in educational activities are not wasted by prioritizing the consumer segment that is most open to adopting fish in-home consumption and by postponing programs towards the segment that is least open to doing so.
#social behavior change communication #fish consumption #adoption barriers #behavioral segmentation

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참고문헌 (55)

참고문헌 신청
Agustini, T. W. / 2003 / Pemanfaatan hasil perikanan sebagai produk bernilai tambah(value-added)dalam upaya penganekaragaman pangan / Jurnal Teknologi dan Industri Pangan 14(1):74~81 google schola Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Al-Lawi, M. U. S. / 2019 / The frequent of fish intake can increase the chance of child intelligence of aged 9-10 years in Surakarta / Bali Medical Journal 8(3):778~782 google schola Al-Swidi, A. / 2014 / The role of subjective norms in theory of planned behavior in the context of organic food consumption / British Food Journal 116(10):1561~1580 google schola Alemu, A. E. / 2016 / Exploring demand determinants and consumption behaviour in Ethiopia fish value chain / African Journal of Business and Economic Research 11(2-3):83~101 google schola

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