Purpose – This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the theory...

Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed...

Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures...