Attitudes and behaviour towards marine pollution: a social marketing approach

Abstract

In this study, the concerns, knowledge, attitudes, and behaviours of individuals towards marine pollution are discussed from the perspective of social marketing. Research data were obtained from individuals living on the Black Sea coastline of Turkey (n=304). Data were collected using questionnaires. The hypotheses were tested with the structural equation model. As a result of the analysis, it has been determined that social marketing for marine pollution positively affects concern, knowledge, and attitude. Therefore, it has been concluded that concern and knowledge about marine pollution affect attitude, and attitude affects behaviour.