Effects of social marketing on battery collection

The use of information campaigns in order to influence peoples' behaviour and attitude is often referred to as social marketing. In spite of their popularity, social marketing campaigns have rarely been evaluated using quantitative methods. In this study, an information campaign concerning the collection of batteries in Sweden is evaluated using data from the time period 1998-2005. The results of the econometric model suggest that increased expenditure on information campaigns has a positive and statistical significant impact on the collection of batteries. The findings of this study may be used in future cost-efficiency evaluations where social marketing is compared with other measures aiming to increase battery collection.