MKT20025 - ASSIGNMENT 1 - THI LY NHAT DUY - 104226075

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Table of Contents
I. EXECUTIVE SUMMARY...................................................................................................................3
II. INTRODUCTION.................................................................................................................................4
III. TARGET MARKET SELECTION.......................................................................................................6
IV. COMMUNITY-BASED SOCIAL MARKETING (CBSM).................................................................8
STEP 1: SELECTING BEHAVIOUR.......................................................................................................8
STEP 2: BARRIERS AND BENEFITS..................................................................................................10
2.1. BARRIERS...................................................................................................................................11
2.2. BENEFITS....................................................................................................................................12
STEP 3: DEVELOPING STRATEGY....................................................................................................13
V. CONCLUSION....................................................................................................................................15
VI. REFERENCE LIST.............................................................................................................................16

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I. EXECUTIVE SUMMARY
In this modern digital era, the development of the modern economy and the ever-improving
quality of life mean that global problems arise, especially environmental pollution. This is one of
the most serious problems in the world because it has greatly negatively affected the life of
ecosystems, and economic development and also threatens the survival of humanity. According
to the 17 Sustainable Development Goals (SDGs) (UNITED NATONS, n.d.), the negative
effects of plastic waste have impacts on other issues, which are mainly related to:

- Goal 3: Good Health and Well-being – The negative impacts of toxic chemicals from
plastic on mental and physical health, etc.

- Goal 6: Clean Water and Sanitation – The plastics waste can lead to water contamination
which also leads to the lack of clean water for usage, etc.

- Goal 14: Life Below Water - Water pollution due to plastic waste is also the reason why
the marine ecosystem is severely affected, etc.

- Goal 15: Life on Land - Plastic waste in the terrestrial environment prevents essential
land processes, causing erosion and loss of nutrients for flora and fauna.

Most notably, the use of plastic packaging is dominant in the market today, which is the cause of
heavy pollution of water, soil, and air. However, up to now, the large amount of plastic waste
released into the environment in countries around the world has not been able to be completely
controlled because of less sustainable measures and also low awareness of global citizens about
the serious consequences of plastic waste. Therefore, to prevent the increase in plastic waste and
improve the quality of the living environment, changing human behavior is extremely crucial.
We must start from smaller communities to achieve certain results and accumulate valuable
experiences to apply to larger-scale communities. Therefore, minimizing the consumption of
plastic packaging by the student community at Swinburne - University of Technology in Danang
City, Vietnam is a reasonable immediate choice. The ideal segments of students from three main
major departments in the school regarding plastic waste consumption will be specifically
analyzed. Furthermore, steps within the Community-Based Social Marketing (CBSM)
framework will be applied to develop programs to encourage and change the plastic packaging
usage behavior of target segments at Swinburne Danang. Besides, it also helps significantly
reduce the amount of plastic waste control environmental pollution caused by waste thoroughly
and effectively in Swinburne and Da Nang city. Therefore, these two possible campaign and
event will be suggested for the huge change in plastic usage behavior of students at Swinburne:

- 5.000 VND CAMPAIGN

- GREENDEA COMPETITION

Those perhaps cannot completely change the plastic usage behavior of each student and reduce
all of plastic waste at Swinburne University campus in Danang City, but it can hugely make

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positive impacts on this changing process. Consequently, after a long-term joining those
campaign, they might mostly their awareness of the danger of plastic and effectively replace
plastic option by other possible eco-friendly materials.

II. INTRODUCTION
Plastic packaging has almost become one of the familiar items in all economic sectors, even in
many industries not only in Vietnam but also in countries around the world because of its
convenience, flexibility, and low price. (Salhofer et al., 2021) However, taking advantage,
Vietnamese people today use a lot of plastic packaging such as plastic bags, and plastic cups,...
to store food, drinks, or products they have purchased.

Figure 1: Plastic waste item composition at source per year in Danang (Pham et al., 2021)

According to a report part from a journal about Plastic Waste in Da Nang City, data shows that
about 83,000 tons of plastic waste is discharged into the environment annually in this city,
including single-use plastic waste taking about 48% of total plastic waste, with about 18% of
plastic films, drink bottles and other plastic bottles totally accounted for 7.5%. (Pham et al.,
2021)

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Figure 2: Bar chart of frequency of plastic usage of Swinburne Danang students in a week

Besides, according to the results of the survey about plastic usage from 40 students at Swinburne
University campus in Danang city, it can be seen that all students use plastic at least once a
week. While the percentage of students using plastic 1-2 times a week is the highest and the
lowest percentage is 10.5%, using plastic more than 7 times a week. Most of them use plastic to
store water, food, and other items or products. However, 63.2% out 100% of students threw it
away after using. This means that the amount of plastic waste at the Swinburne University
campus in Danang City will increase by the week if this situation continues, and it will make the
problem of environmental pollution in Danang City become more serious.

Most of common plastic items contains toxic chemicals (Loria, 2019), which leads to serious
harmful effects such as hindering the photosynthesis process of plants, and the reproductive
process of animals, negatively affecting important processes of organisms in the ecosystem or
causing serious health diseases for human-like about nervous system, and the most dangerous is
death if the amount of toxic chemicals entering the body is too large. (Perkins, 2021)

Therefore, the main aim of this report is to change plastic packaging buying behavior and
awareness of the dangers of plastic abuse based on the application of the CBSM framework. In
particular, a strategy will be developed for the target segment in three main major courses in
Swinburne Da Nang, includes Business, Media, and Computer Science to participate in, towards
an important policy of the Swinburne Vietnam system - minimizing the amount of plastic waste
in and out of school. Through the CBSM framework, we can partly propose suitable methods
and campaigns for audiences from old to young at Swinburne Da Nang. Consequently, we can
create a solid foundation for the application in larger communities.

III. TARGET MARKET SELECTION

A target market is a group of object, they also known as the most potential customers for a
particular service, product, campaign, or completed product. Furthermore, based on the common
factors of each target group, it is possible to determine the target market such as personality,

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behavior, values, and lifestyle. (THE INVESTOPEDIA TEAM et al., 2023) Therefore, applying
the segmentation process in this report helps identify the most potential customer segment and
also the target market, which will be suitable for the specified behavior. The following target
groups will be researched and analyzed at Swinburne University campus in Danang city,
including students in three major departments: Business, Media, and Computer Science. These
target groups will be analyzed through specific common characteristics and their concern about
environmental pollution caused by plastic waste. Thereby, the two analysis tables below can be
established: the segmentation table and the structural attractiveness table.

Segments Personality Value Environmental Behavior Lifestyle

Traits Concern

Media Proactive, Liberal & High Usually use plastic each week in Highly
Students creative, Aggressive and outside campus; often use Influenced
diplomatic, other eco-friendly material if have
dynamic & time to prepare. Always ready to
curiosity participate in many opportunities
about environmental protection,
and putting all of efforts into the
related activities.
Computer Careful, Responsible Medium Use plastic every week, and do Uninfluenced
Science ambivert, & & Devoted not use natural materials because
Students quite passive. they don’t care too much on
consequences. Partly not
interested in participating in many
events about environmental
protection, just read many related
articles to widen their knowledge.
Due to their hectic study, they
will enjoy some environmental
activities, if it is really necessary.
Business Active, Liberal & Medium – Mostly use plastic every week; High
Students patience, calm, Responsible High rarely use other natural materials Influenced
& dynamic because of hectic study and
private work. Usually participate
in many opportunities about
environmental protection. Quite
hesitant to join outdoor
environmental activities, but still
putting all of efforts into those
related indoor activities.
Figure 3: Segmentation Table

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Segment Size & Growth Structural attractiveness Program Objectives

Media Students Average Large Large

Computer Average Small Average

Science
Students
Business Large Large Large
Students
Figure 4: Evaluating structural attractiveness

Based on analytical data, it can be seen that the Communication and Business student segment at
the Swinburne University campus in Da Nang City will be the main target market for changing
plastic use behavior.

The characteristics of the Communication student segment such as initiative, dynamism, and a
sense of responsibility for their actions will be the key to the results that can be achieved.
Besides, due to their personalities, they have the hugest ability to motivate other objects to join
the plastic usage changing programs. Although this segment has just average size, they are all
willing to participate in environmental protection activities to expand their knowledge and
inspire many other groups in the community to participate. They usually use plastic; there is still
a potential opportunity as they rarely use other natural materials for their use. This can greatly
support the process of conducting programs to change plastic use behavior to protect the
environment.

Regarding the Business student segment, although their personalities are a bit different, they also
have similarities with the Communication student segment in terms of behavior and ideology of
participating in environmental protection activities. However, the barrier for the Business student
segment is that they are quite reluctant to participate in outside activities. Furthermore, this
segment has the same tendency to often use plastic as the Media student segment and rarely uses
eco-friendly materials. Instead, students actively participate in related activities organized at
school not only to satisfy personal work and study but also to contribute to environmental
protection. Besides, with a large size of segment, this is also the ideal segment to support and
promote other target groups to participate in programs to reduce plastic usage to protect the
environment.

As for the computer science students segment, they are quite passive people, shy, and rarely
participate in activities, which are related to the environment. Although they are careful in their
work, they are not too interested in this category because of their hectic study and only follow
environmental pollution issues through the press. Despite a quite huge amount of using plastic,
they put little attention into environmental and only participate when really need them. That's
why they occupy the lowest segment of all three segments.

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IV. COMMUNITY-BASED SOCIAL MARKETING (CBSM)

Environmental pollution due to plastic waste is continuing, although many measures have been
proposed. Much of the continued spread of plastic waste into the environment is due to people's
lack of awareness about this issue, which has gradually increased the amount of plastic waste on
a large scale. Therefore, changing the smallest factors such as awareness or behavior about
plastic use needs the most attention. To help further research different aspects of the problem of
environmental pollution caused by plastic waste, and establish projects or campaigns to change
plastic use behavior, Community-Based Social Marketing (CBSM) plays an important role in
this process. The community-based social marketing framework includes five steps: (McKenzie-
Mohr, 2011)

1. Selecting behaviors

2. Identify barriers and benefits

3. Developing strategy

4. Piloting

5. Broad-scale implementation and evaluation

In this report, the first three steps will be chose and applied to find out the most prevalent
behavior of the student segment at the Swinburne campus in Da Nang City, researching potential
barriers and benefits to propose the most optimal solutions for changing plastic usage habit.
Furthermore, take advantage of the student segment to inspire other segments in the Swinburne
Danang community.

STEP 1: SELECTING BEHAVIOUR

In order to create campaigns and programs to change plastic use behavior, collecting new
behaviors will be mentioned in this first step. What they can do most effectively and efficiently
is to change their plastic consumption to other eco-friendly materials or switch to reusable items.
Currently, although the number of people using eco-friendly materials is increasing, it still
cannot overwhelm the rapid increase in plastic consumption.

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Figure 5: Bar chart of frequency of eco-friendly items usage of Swinburne Danang students
in a week

According to the results of a survey on the use of environmentally friendly materials to replace
plastic, it shows that the percentage of students in the school using environmentally friendly
materials in a week is only 94.8%, in when the plastic usage rate is 100%. In particular, the
frequency of students using environmentally friendly items to replace plastic (thermos,...) ranges
3-4 times/week accounting for 47.4%, while the lowest is from 5-6 times/week with only 5.3%.

Figure 6: Bar chart of demands of changing plastic usage habit to other eco-friendly options.

Therefore, the change in plastic consumption behavior needs to be changed with environmentally
friendly materials by small communities to make an effective impact on larger communities, in
particular students’ community at Swinburne University in Danang city. Based on the chart
showing the level of desire to change the habit of using plastic by using environmentally friendly
materials of students inside the campus, up to 73.6% of students want to have that behavioral
change for them. This will be a great advantage for the process of changing behavior to reduce

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plastic waste in the environment. By changing the plastic packages to packages made of paper or
other natural materials, which can both satisfy their consumption needs and help reduce the
amount of plastic waste optimally.

STEP 2: BARRIERS AND BENEFITS

To change long-term behaviors such as plastic usage, there will inevitably be difficulties
and barriers in the implementation process. There are many reasons leading to the difficulty in
changing people's plastic use behavior. However, if this process is changed effectively, it can
bring great benefits not only to the environment but also to humanity. According to Social
Cognitive Theory (SCT) in a journal article researched by Cesar A. Martin and his colleagues,
the capacity of a person to participate in a target behavior is estimated by SCT based on internal
and external factors with their interactions. Some of which are self-perceived, and some others
are measured externally. (Martin et al., 2014) Therefore, the barriers or benefits of behavior
change will include both internal and external factors, which is also part of the Behavioral
Factors step of Social Cognitive Theory.

Figure 7: Social Cognitive Theory process (Ait Maalem Lahcen et al., 2020)

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BARRIER/BENEFIT NAME OF BARRIER/ BENEFIT FACTOR

BARRIERS ECONOMIC FACTOR EXTERNAL
SOCIAL IMPACT
HUMAN’S AWARENESS INTERNAL
HABIT & INSTINCTIONS
BENEFITS HEALTH PROTECTION INTERNAL
INDIVIDUAL’S FINANCIAL SAVING
ENVIRONMENTAL PROTECTION EXTERNAL
NATURAL SOURCE PRESERVATION
Figure 8: Barriers and benefits identification table

2.1. BARRIERS

ECONOMIC FACTOR - COST:

One of the biggest concerns when changing plastic usage behavior is price. According to a
comparison of materials used to make straws, straws made of plastic cost only 2 cents, while
straws made of paper cost between 5 and 7 cents. (Allie, 2021) This proves that when using
environmentally friendly materials, consumers have to spend many times more than plastic.
Therefore, when having to choose, consumers will always prioritize materials that bring more
benefits to themselves.

SOCIAL IMPACT
People today often tend to consume according to the general level of society. The rate of plastic
consumption in farming has influenced each individual's decision to choose raw materials.
Besides, it is recognized that the plastic consumption market is very large, but the cost of
importing products made from environmentally friendly materials is high, leading to the profits
earned by businesses not reaching the desired level. Businesses still prefer using plastic because
of the same uses, but bring more benefits.

HUMAN’S AWARENESS
According to research on the and attitudes awareness of Vietnamese consumers towards plastic
waste conducted by the World Wide Fund for Nature in Vietnam (WWF - Vietnam) in 2020,
numerous Vietnamese are unaware of the harmful effects of single-use plastic waste on the
environment. Furthermore, Vietnamese consumers are fully aware of plastic waste pollution
accounting for only a very small proportion. (Nam, 2021) People's indifference and lack of
awareness about the seriousness of the overuse of plastic has led to a huge increase in the amount
of waste released into the environment. They mostly care about the benefits they gain when
using plastic, and forget the serious consequences of plastic on the existence of all humanity
caused by plastic.

HABIT & INSTINCTIONS

Another important factor that is detrimental to the process of changing plastic use behavior is
long-term habits and instincts. Vietnamese people have had the habit of using plastic for a long

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time and it is becoming more and more popular, causing the growth rate of plastic waste to
increase rapidly. Even when solutions for items made with natural materials have been applied,
they still prioritize using plastic because it is more convenient, durable, and cheaper. However, a
bad habit that often occurs here is throwing away plastic after using it, instead of reusing it.

Figure 9: Habit after using plastic of Swinburne Danang students

According to a survey through 30 students at Swinburne Danang, it’s up to 63.2% of students

throw away plastic after using. This can prove that the bad habit of plastic usage of students is
still remaining. Although the plastic product has a cheap price, the price for environmental
pollution is too high. However, they continue to do it over and over again, making it a long-term
bad habit that is difficult to change.

2.2. BENEFITS

HEALTH PROTECTION
Changing plastic usage behavior to other eco-friendly materials will help protect physical health
from the threat of chemical toxins found in plastic items. Even if plastic is reused too many
times, the chemical components in plastic will have a chance to penetrate and cause more health
damage. Consequently, raise consumer awareness about the serious harmful effects of plastic on
their existence.

INDIVIDUAL’S FINANCIAL SAVING

The fact that plastic is much cheaper than other natural materials. If consumers buy reusable or
environmentally friendly materials, they can use them for a long time, and their health can be
protected. Consequently, consumers can save their finances when they only need to spend a sum
of money to buy natural materials to use at once, instead of buying and using plastic many times
later.

ENVIRONMENTAL PROTECTION
Through the information and data about the serious harmful effects of plastic on the environment
in the Introduction, it can be seen that changing plastic consumption behavior is essential for
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environmental protection. Important natural processes will take place to diversify different
ecosystems. Furthermore, as the amount of plastic waste decreases, the living environment will
be regenerated and balanced again. Consequently, the risks and threats to humanity's existence
will be significantly reduced.

NATURAL SOURCE PRESERVATION

Plastic is produced from many different natural materials such as hydrogen, crude oil, natural
gas, coal, etc. (Gracija, 2023) Therefore, the greater consumption of plastic will cause the
exploitation of natural materials to increase, leading to the depletion of national resources.
Therefore, changing the habit of using plastic with other natural or environmentally friendly
materials can protect and preserve the majority of natural materials to serve other more
legitimate purposes of a country.

STEP 3: DEVELOPING STRATEGY

In this third step of the CBSM framework, campaigns or events will be proposed that can be
organized at the Swinburne University campus in Danang City, to help recognize and change
behavior and awareness of plastic use of students in the campus. The following programs are
intended to help optimize participation in plastic behavior change among students in three major
majors. The programs below are for the Swinburne Danang campus community in general and
specialized students in particular. Both proposed programs can largely meet the capabilities of
each segment, along with the enthusiastic pioneering of the two target segments Business and
Media. Consequently, it is possible to promote and create an environment for the passive
segment of Computer Science to participate in the process of changing plastic usage behavior, as
well as have a different view on the importance of protecting the environment from plastic.

RECOMMENDATION 1: 5.000 VND CAMPAIGN

This will be a long-term campaign to increase students' attention to their plastic usage behavior
at the Swinburne University campus in Danang City, when they see that their plastic usage inside
the school will make them gain more disadvantages, they will reduce this bad habit and mostly
change to other safer possible reusable and ecofriendly materials.

Discussion:

- Participants: The 2 ideal segmentations: Business & Media major students with staffs
and lecturers. They will encourage other passive objects in school such as: Computer
Science to join this campaign for the hugest purpose: “Reducing and changing plastic
inside Swinburne Danang”.
- Duration: 1 year.
- Status: Compulsory
- There are numerous “Chaching” boxes, which made from recycle plastic will be located
everywhere in the school.

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- Staff, students, tutors, and even teaching assistants will be informed thoroughly before
this campaign takes place.
- Each will monitor the plastic use behavior of others in the school in this campaign. If
someone surprisingly detect others using common plastic items such as plastic bottles,
plastic bags, takeaway plastic coffee cups, etc., except for personal items, those who
bring single-use plastic items in public will have to contribute 5,000 VND to the savings
box. After each week, the Headquarters department, or the security department will
collect the money in the savings boxes of each area. After one year, all the money
collected will partially support the organization of camping for flora planting for all
objects in campus.

RECOMMENDATION 2: GREENDIA COMPETITION

This will be included in the main annual events at the Swinburne University campus in Da Nang
City. GREENDIA COMPETITION focuses on insights and ideas for business inventions made
from plastic, and the skills for presenting their results before a crowd.

Discussion

- Participants: Students in 3 main majors (Media, Business & Computer Science).

Students will find themselves teammates and form a team of 5 people.
- Requirements: A team must have 3 majors to perform specialized tasks in a competition.
- Duration: about 7 months (1 month to register and finalize the number of participating
teams)
- Status: Encouraging participating.
- Each team must brainstorm about sustainable and creative products and business ideas
from plastic collected inside and outside of school. This is where Business students will
play an important role.
- Teams can combine electrical machinery to support their products, which students
majoring in Computer Science will do best.
- In addition, Media students will collect actual data on the problem by taking photos or
recording videos, which can support the team's presentation task.
- Within about 6 months, there will be about 3 training sessions from Swinburne
instructors or specialized experts to help students gain more knowledge and support the
exchange of questions from each team. Besides, each team will gain the financial support
for products invention from the university or also other partner sponsors.
- After 6 months, the teams will present in the final round in front of judges, CEOS, and
creative directors of environmental companies and corporations. In addition to the main
prizes of the competition, business ideas or products from plastics with highest appeal
and long-term sustainability will receive investment cooperation to expand their products
from CEOs, or directors of those companies, and corporations.

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These programs also potential for widely expanding and upgrading in several larger
communities, which can help the residents control their plastic usage to reduce the huge
amount of plastic waste in the environment.

V. CONCLUSION
In the short term, it can be seen that plastic is becoming more and more popular and leading to
uncontrollable consequences. Because of the overuse of plastic, changing plastic usage behavior
is an extremely important factor in improving the adverse problems caused by plastic. Therefore,
to create a foundation for large communities, the Swinburne University campus in Danang City
is an ideal small community to research and analyze outstanding segments to support the
proposal of programs aimed at changing students' plastic use behavior. Furthermore, by applying
the Community-based Social Marketing (CBSM) framework with the support of Social
Cognitive Theory (SCT), specific substitution behaviors along with the barriers or benefits of
substitution use of plastic at the expense of other more environmentally friendly options have
been identified. Furthermore, campaigns or events to increase awareness, reduce the frequency
of plastic use, and reduce plastic emissions into the environment after use can help ecosystems
return to be stable; especially the human life is highly protected.

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VI. REFERENCE LIST

Ait Maalem Lahcen, R., Caulkins, B., Mohapatra, R., & Kumar, M. (2020). Review and insight

on the behavioral aspects of cybersecurity. Cybersecurity, 3.

https://doi.org/10.1186/s42400-020-00050-w

Allie, M. (2021, March 24). Paper or Plastic? | ReThink Disposable.

https://rethinkdisposable.org/paper-or-plastic

Gracija, N. (2023, July 28). How is Plastic Made? A Step-by-Step Explanation.

https://www.thomasnet.com/articles/plastics-rubber/how-is-plastic-made/

Loria, K. (2019, October 2). Most Plastic Products Contain Potentially Toxic Chemicals, Study

Reveals. Consumer Reports. https://www.consumerreports.org/toxic-chemicals-

substances/most-plastic-products-contain-potentially-toxic-chemicals/

Martin, C. A., Rivera, D. E., Riley, W. T., Hekler, E. B., Buman, M. P., Adams, M. A., & King,

A. C. (2014). A dynamical systems model of Social Cognitive Theory. 2014 American

Control Conference, 2407–2412. https://doi.org/10.1109/ACC.2014.6859463

McKenzie-Mohr, D. (2011). Fostering Sustainable Behavior: An Introduction to Community-

Based Social Marketing (Third Edition) (Third). New Society Publishers.

Nam H. (2021, November 1). Raising public awareness of plastic waste.

https://vietnamagriculture.nongnghiep.vn/raising-public-awareness-of-plastic-waste-

d306622.html

Perkins, T. (2021, July 9). Toxic ‘forever chemicals’ are contaminating plastic food containers.

The Guardian. https://www.theguardian.com/environment/2021/jul/09/toxic-forever-

chemicals-plastic-food-containers

Pham, N.-B., Dickella Gamaralalage, P. J., Hayashi, M., Nguyen, T. B. H., Pham, P. S. T., Kieu,

T. K., Costas Velis, Josh Cottom, Janet Salem, Andrew Charles, Alexander Lee-Emery,

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Abigail Smith, & Curt Garrigan. (2021). Closing the Loop on Plastic Pollution in Da

Nang City, Vietnam—Baseline Report. Https://Www.Iges.or.Jp/En/Pub/Closing-Loop-

Baseline-Report-Danang/En. https://www.unescap.org/sites/default/d8files/event-

documents/DN%20Baseline%20Report.pdf

Salhofer, S., Jandric, A., Soudachanh, S., Le Xuan, T., & Tran, T. D. (2021). Plastic Recycling

Practices in Vietnam and Related Hazards for Health and the Environment. International

Journal of Environmental Research and Public Health, 18(8), Article 8.

https://doi.org/10.3390/ijerph18084203

THE INVESTOPEDIA TEAM, James, M., & Kirsten Rohrs, S. (2023, May 22). Target Market:

Definition, Purpose, Examples, Market Segments. Investopedia.

https://www.investopedia.com/terms/t/target-market.asp

UNITED NATONS. (n.d.). THE 17 GOALS | Sustainable Development. Retrieved September

28, 2023, from https://sdgs.un.org/goals

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