The Impact Analysis of Social Marketing Mix on the Intention of Replacing Single-Occupant Vehicles with Urban Public Transport Case Study: Staff Working at State Universities of Isfahan

Nowadays, the growing use of private cars in cities has led to air pollution; hence, breathing clean air as a basic human right has become drastically difficult. Isfahan as the second industrial city of Iran has struggled for years with this problem. In order to reduce the intensity of air pollution, there are many suggestions amongst which replacing Single-Occupant Vehicles (SOVs) with Urban Public Transport (UPT) can be noted. In this study, by using the principles of social marketing and Theory of Planned Behavior (TPB) a conceptual model has been presented to evaluate the impact analysis of social marketing mix on the intention of staff working at the State Universities of Isfahan City in order to replace SOVs with UPT. Data were collected using a closed questionnaire and the model was evaluated by using Amos Graphic Software. The results show that social marketing mix has a significant positive effect on behavioral beliefs and normative beliefs, but a negative effect on the control beliefs of the staff. The effects of behavioral beliefs on attitude, normative beliefs on subjective norms, and control beliefs on perceived behavioral control are significant positive. Also the effects of three variables: attitude, subjective norm, and perceived behavioral control on the intention of the staff are significant positive. Finally, a significant positive effect of social marketing mix on the intention of staff was approved.